Comparison Study On Barenbliss Indonesia And Barenbliss Philippine Instagram Captions To Explore Their Differences In Marketing Communication Strategy

Abstract

This study explores the differences and similarities in marketing communication strategies and language aspects used in the Instagram captions of Barenbliss Indonesia and Barenbliss Philippines. Using a qualitative descriptive method with a content analysis approach, this study analyses 32 captions (16 from each account) posted between September and December 2024. The analysis focuses on three components of marketing communication strategies: advertising, promotion, and public relations as well as six language aspects: clarity, consistency, emotional appeal, relevance, persuasiveness, and creativity. The findings reveal that both accounts share similarities in emphasizing product benefits, limited-edition promotions, and brand image building, but differ in tone, focus, and cultural adaptation. Barenbliss Indonesia often uses more emotive and casual language tailored to local preferences, while Barenbliss Philippines tends to adopt a more informative and persuasive tone with direct calls to action. In terms of language aspects, both accounts maintain clarity and consistency, but variations exist in emotional appeal and cultural relevance, reflecting differences in market orientation and audience engagement strategies. These results highlight how localized communication styles influence brand positioning in different markets.