SOCIAL MEDIA COMMUNICATION STRATEGIES OF PT. MINESKI INDONESIA IN ENHANCING AUDIENCE ENGAGEMENT DURING THE MOBILE LEGENDS PROFESSIONAL LEAGUE INDONESIA SEASON 15

The rapid growth of social media has transformed communication practices within the esports industry, shifting the focus from one-way information dissemination toward interactive and engagement-driven strategies. This study examines the social media communication strategies employed by PT. Mineski Indonesia to enhance audience engagement during the Mobile Legends Professional League (MPL) Indonesia Season 15. Adopting a qualitative case study approach within a constructivist paradigm, data were collected through in-depth interviews with the social media team and active audience members, non-participant observation of Instagram and TikTok content, and document analysis of social media posts and interactions. The findings reveal that audience engagement was generated through an integrated strategy combining informational relevance, entertainment-oriented content, and interactive communication practices. Instagram functioned primarily as an information and identity-building platform, while TikTok was strategically utilized to deliver entertaining, emotionally engaging, and trend-based content that encouraged participation. Active interaction by social media administrators, including direct responses to comments and the use of interactive features, strengthened emotional closeness and fostered community involvement.