Analysis of Digital Marketing through Social Media for Company Brand Image

Abstract

This study aims to analyze digital marketing activities through social media in building brand image in construction companies. The study focuses on the company’s official Instagram and TikTok accounts by examining digital marketing activities, including project documentation, promotional and educational content, operational activities, audience interactions, content creation, upload consistency, visual presentation, and the delivery of company service information. The study used a qualitative descriptive approach with a case study method. Data were collected through observation and documentation of the company’s social media activities during fieldwork. Then, they were analyzed descriptively based on content consistency, visual identity, audience interaction, and the role of digital content in shaping brand image. The research results show that social media plays a crucial role in strengthening a company’s brand image. Visual content, including project documentation, operational activities, educational content, and service information, appeared to contribute to building a professional and credible corporate image. Furthermore, visual consistency across content supports audience recognition of the company’s identity. This study concludes that planned, consistent social media management supported by quality content is an efective strategy for construction companies in improving brand image, strengthening credibility, and expanding business opportunities in the digital era.