ORIGINAL RESEARCH article
Front. Commun.
Sec. Media Governance and the Public Sphere
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1628346
An Analysis of Digital Environment Structuring and Its Impact on Engagement: A Case Study of the Bandung City Government's Social Media Accounts, Indonesia
Provisionally accepted
- 1Telkom University, Bandung, Indonesia
- 2UPN Veteran Jakarta, Jakarta, Indonesia
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In the era of digital transformation, social media has become a primary communication channel for local governments in fostering public engagement. This study analyzes how the structuring of the digital environment influences public engagement on the Instagram and Twitter (X) accounts of the Bandung City Government in 2022. Employing a qualitative case study approach, data were collected through in-depth interviews with social media administrators, active users, and practitioners. The findings reveal that account profiles (name and descriptions) and highlighted themes contribute to building identity and accessibility but do not significantly enhance engagement. In contrast, content design and feature optimization play a more substantial role in driving user interaction. Visually appealing content increases audience retention, while the use of interactive features strengthens two-way communication. This study contributes to digital engagement theory by underscoring the impact of digital environment structuring on public interaction. Practically, it offers insights for government social media administrators in designing more effective engagement strategies.
Keywords: Digital environment, Social media engagement, Government communication, municipal government, Bandung City Government
Received: 14 May 2025; Accepted: 23 Jun 2025.
Copyright: © 2025 Atnan and Sembada. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Nur Atnan, Telkom University, Bandung, Indonesia
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