Descriptive qualitative analysis reveals that creative content enhances audience engagement and institutional identity in social media for UCY.
This study analyzes the branding strategy of the UCY Islamic Religious Education Study Program through creative content on social media. With a descriptive qualitative approach through observation, interviews, and documentation, the results show that the use of attractive visuals, inspiring narratives, and consistent posting on Instagram and TikTok has succeeded in increasing interaction, emotional closeness, and institutional identity. The conclusion of the study proves the effectiveness of creative content in expanding the reach, audience engagement, and digital existence of UCY.
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Mu'minin et al. (2025) studied this question.
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