Organizational branding in digital media communication at Airlangga University library

The use of Instagram social media as a branding tool by Universitas Airlangga Library has shown significant results in building a positive image among the millennial generation. The main objective of this research is to analyze the impact of using Instagram in building a positive image and interaction with the millennial generation. The method used by the researcher is a qualitative method. The data collection process was carried out using semi-structured interviews and observation. The informants were Public Relations of Universitas Airlangga Library as the Instagram manager and two followers of @unairlibrary Instagram account. The results showed that the library utilizes interactive features such as Instagram Live and responsiveness to comments to create two-way communication with users. The collaborative and innovative programs launched also contribute to strengthening the library's position as a relevant information center in the digital era. With an effective branding strategy, Universitas Airlangga Library not only succeeded in raising awareness of the services offered, but also built a strong emotional connection with the academic community. These findings show that libraries can adapt to technological developments and transform into dynamic institutions that are committed to meeting users' information needs.