Instagram Marketing and Brand Awareness among Generation Z: Evidence from an Indonesian Creative Photography Studio

Abstract

Background: In the era of Industry 4.0, social media marketing (SMM) has become a strategic instrument for creative businesses to build brand presence, particularly for those operating with limited physical accessibility. Digital platforms enable small and medium-sized enterprises to communicate and engage with broader audiences, making the evaluation of SMM effectiveness increasingly important.
Purpose: This study aims to analyze the influence of Instagram-based SMM on brand awareness among Generation Z consumers of “Dua Transisi,” a photography studio in Bogor, Indonesia, and to formulate strategic recommendations. The study additionally characterizes existing Instagram SMM strategies and respondent profiles to provide empirical grounding for the core analysis.
Design/Methodology/Approach: A mixed-methods approach was employed by combining quantitative survey data and qualitative in-depth interviews. Data were collected from Generation Z respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). SMM was conceptualized through entertainment, interaction, trendiness, customization, and electronic word of mouth (E-WOM), while brand awareness was assessed across hierarchical levels from recognition to top of mind.
Findings/Result: The findings indicate that brand awareness of “Dua Transisi” is generally at a high level among Generation Z. SMM demonstrates a significant positive influence on brand awareness, confirming its effectiveness as a primary marketing tool. Among the SMM dimensions, E-WOM plays the most influential role, supported by engaging and interactive content. Customization also emerges as a key factor in strengthening audience relevance and connection with the brand.
Conclusion: Instagram-based SMM effectively enhances brand awareness, even for businesses with limited physical visibility. Strengthening E-WOM, interactive engagement, and personalized communication is essential to sustaining a competitive advantage.
Originality/Value: This study provides empirical insights into the role of SMM in building brand awareness within the Indonesian creative industry, offering practical managerial implications tailored to Generation Z audiences.

Keywords: brand awareness, electronic word of mouth, Generation Z, Instagram marketing, social media marketing