Consumer Brand Engagement on USIM Student’s Organizations Instagram

Instagram has become one of the social media platforms that individuals and also organizations widely use. After several years of operation, Instagram has some features that can benefit organizations, whether for a For-Profit Organization (FPO) such as a business company or Nonprofit organizations (NPO) such as volunteering organizations and student organizations. This study aims to determine the factors influencing students to follow the USIM student organization's Instagram account. It is also to determine Consumer Brand Engagement (CBE) impacts on the USIM student organization's Instagram account and which CBE factor has the most influence on the USIM student organization's Instagram account. This research is done in a quantitative method, and the data has been collected from 113 USIM students. The analysis of the data is done in SPSS software. The research findings highlighted that the CBE affects the USIM student’s organization engagement on Instagram. This research also shows the relationship between why they followed an Instagram account with the number of USIM student’s organization Instagram followers. This research will help students understand more about CBE theory and thus allow them to effectively manage the engagement on Instagram.