Strategy of Customer Goods Company Through Instagram in Dealing With BDS Actions (Boycott, Divestment, Sanction)

The crisis experienced by Customer Goods Company was caused by the rampant boycott actions carried out on social media against brands or companies suspected of being affiliated with Israel. The list of brands suspected of being affiliated with Israel immediately spread quickly and affected several companies whose brand names were mentioned there. Customer Goods Company is the company whose brand name is most often mentioned on the list. Customer Goods Company tried to create a strategy to overcome this through digital content uploaded on Instagram social media because Customer Goods Company is a multinational company, the company is not free to issue statements or clarifications regarding this because many aspects must be maintained, through content that contains implied and implicit meanings This study aims to determine the strategies used by customer goods companies in dealing with BDS actions. This study uses qualitative methods. Customer Goods Company can slowly change public sentiment through uploading interesting content, carried out consistently by paying attention to every feedback given in the form of comments on Customer Goods Company's Instagram to create a more effective next strategy plan, using the NVivo data mining application, researchers get a detailed picture of the key factors in the success of the strategy carried out by the Company through digital content.