Hanania Group's Brand Identity Through Instagram @Hananiagroup.Id as a Digital Communication Media

Abstract

This study aims to identify the media features used and analyze the forms of interaction between Hanania Group and its audience on Instagram @hananiagroup.id in shaping brand identity. Using a qualitative approach with a virtual ethnographic method, this research observes digital communication practices through feed content, captions, stories, highlights, and comment sections. Data were collected through non-active participatory observation and documentation of 10–15 posts representing visual and interactive communication patterns. Data analysis was conducted interpretively using thematic coding to uncover meaning patterns in both visual elements and audience interactions. Data validity was maintained through source and time triangulation, along with continuous researcher reflection on positionality and subjectivity. The findings show that Hanania Group utilizes features such as educational feed content, religious-yet-casual captions, real-time stories, and thematic highlights to build a brand identity that is religious, family-oriented, and educational. Interaction with the audience is fostered through comment replies, personalized engagement, and Q&A features that strengthen emotional closeness. Consequently, this strengthens the brand identity, setting Hanania apart from its more formal competitors, and significantly contributes to the existing literature on value-based interactive communication in social media.