Journal of Business and Applied Management

Animal-welfare organizations rely on public support, but being visible online does not guaranty donations or responsible adoptions. This study examines how Natha Satwa Nusantara (NSN), an Indonesian nonprofit, uses Instagram and related offline activities to engage Generation Z in animal donations and adoption. Guided by the social marketing mix, the study applies an interpretive, qualitative single-case design. Evidence was gathered through interviews with organizational personnel, an animal-welfare communication practitioner, and Generation Z followers, together with observation and documentation of campaign communication. The data were analysed thematically and checked through source and method triangulation. The findings show that NSN combines seven marketing-mix elements: rescue, rehabilitation, adoption, and foster-parent programs define the social offer; flexible donation options and alternative forms of support reduce participation barriers; Instagram, the website, and events provide access; storytelling and visual updates explain the cause; staff, volunteers, and partners deliver the campaign; structured adoption and content workflows organize participation; and documentation, consistent visual identity, and updates provide visible evidence of activity. Generation Z interviewees described stories and recovery updates as emotionally engaging and informative, while housing and readiness constrained some adoption decisions. They also wanted more regular, more transparent information on donation totals and how funds are spent. The case indicates that social marketing engagement is based on a connected service experience, not only promotion. The evidence is anecdotal and case-specific so it does not establish donations or adoptions were caused by content from Instagram.

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