Digital Communication Strategy and Personal Branding of NjombangNyel Instagram Account for Local MSME Promotion
Keywords:
digital communication strategy, personal branding, Instagram, MSMEs, Local digital marketing, JombangAbstract
Local MSME promotion increasingly depends on digital intermediaries combining platform visibility with community familiarity. Yet research often centers on individual influencers rather than accounts curating multiple small businesses. This study examines how NjombangNyel uses Instagram to build an account identity and support MSME promotion in Jombang, Indonesia. A descriptive qualitative case study used interviews with the owner, administrator, and two followers, plus observation and documentation. Data were condensed, displayed, and interpreted through interactive analysis and source and technique triangulation. The strategy developed from a spontaneous video into a planned local-media practice combining a regular rhythm, Jombang-centered identity, local language, product-and-location narratives, and differentiated uses of Feed, Reels, Stories, and Highlights. Personal branding emerged through specialization, distinctiveness, visibility, persistence, and goodwill. Collaboration expanded visibility, while scheduling, field production, editing, and limited team capacity constrained consistency. NjombangNyel functions as a community-oriented intermediary whose brand combines local identity, platform affordances, and ethical promotion. The study documents perceived visibility and trust benefits but does not establish causal effects on sales or MSME growth.
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