Interaktivitas Media Sosial Instagram @Bankbri_id dalam Mengomunikasikan CSR

Abstract

CSR (Corporate Social Responsibility) can be implemented through the use of Instagram for social and community development. The problem raised in this study is how Instagram is used by BRI to communicate CSR through the BRI Peduli program, and how visual elements on the platform can support effective communication and increase interactivity between the company and the public regarding the CSR program. Meanwhile, the purpose of this study is to analyze the level of interactivity of the Instagram account @bankbri_id in conveying CSR programs through the BRI Peduli initiative to the public using Daft and Lengel's Media Wealth Theory. The method used in this study is descriptive qualitative with the object of research being Instagram uploads @bankbri_id on its CSR program themed BRI Peduli. The data analysis technique used is the content analysis method. The primary data source comes from observations from BRI's Instagram with a time limit of retrieval from September to December 2023, secondary data is obtained through a literature review that includes literature on interactivity, CSR communication, and corporate sustainability report documents. The focus of this study is the visual elements on Instagram related to the company's CSR initiatives, such as photos and videos. The research results found that bankbri_id effectively used the Instagram platform to communicate CSR through the BRI Peduli program. In the period of September-December 2023, the uploads reflected media richness with good information immediacy, adequate signal diversity, creative language variation, and strong personal sources.