Strategi Brand Storytelling Yayasan Aksi Berbagi dalam Membangun Brand Meaning di Media Sosial (Studi Kasus pada Konten Digital @Aksiberbagi)

Abstract

This study aims to analyze audience motives and gratifications in consuming digital content on the Instagram account @aksiberbagi and to explain the formation of brand meaning through storytelling content. A qualitative case study approach was employed. Data were collected through in-depth interviews with six followers of @aksiberbagi, interviews with account managers, content observation, and Instagram Insights analysis. The findings were analyzed using Uses and Gratifications Theory, narrative empathy, and brand meaning theory. The results indicate that audiences are driven by five main motives: information, affective, personal integrative, social integrative, and entertainment motives. Information seeking emerged as the dominant motive, while affective motives significantly enhanced audience engagement. Storytelling content featuring direct interviews with beneficiaries and authentic field visuals effectively generated narrative empathy and affective gratification. These experiences shaped Aksi Berbagi’s brand meaning as a trustworthy, transparent, caring, and religious organization. Direct involvement as volunteers or talents further strengthened emotional attachment and audience loyalty. However, gratification gaps remained due to inconsistent content publication and limited real-time reporting. The findings suggest that empathy-driven digital storytelling is an effective strategy for building positive brand meaning and encouraging prosocial behavior in philanthropic organizations.