Abstract
This study examines the impact of the Instagram usage as social media marketing to deliver marketing message for the ‘Jom Kurus 1Malaysia (JK1M)’ programme. It is a programme that emphasized the weight loss management within the duration of six weeks. This study focuses on how JK1M programme used Instagram as a tool for their main marketing message towards the public. Second, the researcher measured the impact of Instagram ads for JK1M programme. In this study, the researcher collected the data from 120 respondents who were the JK1M participants. From the data obtained, it was proven that Instagram has been a good marketing tool to spread a campaign other than knowledge on fitness and body image. Indirectly, it contributes awareness to the weight loss and improving their life quality. This research study used the method of quantitative survey and its instrument intended was the self-administered questionnaire. Instagram was chosen to be the medium in this research study, as the JK1M programme is the official medium of marketing. This study highlights the message strategy implied and causes that to encourage fitness enthusiast to participate in this programme. Hopefully, the data collected can contribute to the future campaign of this programme by enhancing their campaign strategy to attract and inspire more participants.
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Harun, M.F., Abdullah, M.H., Zulkefli, M.Y., Isa, M.Q.R.M. (2018). The Impact of Social Media Marketing; A Case Study of Jom Kurus 1Malaysia Programme. In: Anwar, R., Mahamood, M., Md. Zain, D., Abd Aziz, M., Hassan, O., Abidin, S. (eds) Proceedings of the Art and Design International Conference (AnDIC 2016). Springer, Singapore. https://doi.org/10.1007/978-981-13-0487-3_16
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