SOCIAL MEDIA INTERACTION IN VIRTUAL TRIBE FOR EFFECTIVE BRAND COMMUNITIES CASE STUDY ON INSTAGRAM PHOTOGRAPHY COMMUNITY

Abstract

This research aims to figure out the process of tribe communities’ foundation, the
benefits gained from being a tribe member and the role of a tribe in product campaigns. This
research used the social interaction theory and virtual tribe concept. The research method used
involved the participatory approach and Netnography method. Data collection was conducted
through online observation and literature study, while data analysis was conducted using the
constant comparative technique. Data was divided into categories, and relationships between
the categories were identified and then simplified in a coherent structure. The results of this
study reveal the utilization of a digital community (tribe) for product campaigns on Instagram.
It was revealed that people who have the same interests can congregate in cyberspace despite
being geographically and demographically different. Being a member of a digital community
will enable a person to increase his or he