scholarly journals Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project

Humaniora ◽  
2017 ◽  
Vol 8 (3) ◽  
pp. 201 ◽  
Author(s):  
Handy Martinus ◽  
Fachmi Chaniago
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Brand Image ◽  
New Age ◽  
Branding Strategy ◽  
Depth Interview ◽  
Qualitative Descriptive ◽  
The Relationship ◽  
A Company ◽  
Media Company

The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive content analysis was conducted to investigate how a new age media company with Instagram as the platform, which products were intangible and used storytelling in the delivery utilizes and mixes both components. Data were obtained by conducting the in-depth interview with company’s representative, public relations practitioner, and a follower of the company’s Instagram account, which then analyzed through data reduction. The research suggests that storytelling combined with social media features potentially strengthens all dimensions of brand equity with the brand image as the focus, primarily due to its engaging content, its ability to enhance the formation of an emotional connection, and its capabilities in improving recall and recognition. Branding activities conducted by Proud through Instagram can be said to be effective, taking into account the six main factors in providing updates, namely vividness, interactivity, informational content, entertaining content, position and valence of comments. Storytelling plays a role in communicating the company's brand and value. In addition, storytelling is also a branding tool that becomes an element that uniquely unveils a company with a competitor.

scholarly journals Funkcjonowanie aktu życzeń w obszarze public relations – na przykładach z fanpage’ów serwisu społecznościowego Facebook

1970 ◽  
Vol 27 (1) ◽  
pp. 197-211
Author(s):  
Joanna Smól Joanna Smól
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Speech Act ◽  
The Public ◽  
The Relationship ◽  
A Company

The analysis included in the article concerns the wishes posted on company profiles on Facebook. The considerations begin with the description of wishes as a speech act that has ritual, etiquette-related and phatic functions. Next, the article discusses the role of social media in communication in the public relations area, particularly as a tool to contact customers. One of the ways of establishing this contact is extendingwishes on a company fan page. This is another stage of the evolution of the speech act in question. The analysis of companies’ wishes includes the description of the occasion for extending them, the content of the wishes, the relationship between the sender and the receiver and, in particular, the interaction that results from the very character of wishes as a speech act as well as from the opportunities provided by communication in social media.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

The Art of PR War

2018 ◽  
Vol 47 (3) ◽  
pp. 373-395 ◽  
Author(s):  
Donald A. Westbrook
Keyword(s):  
Social Media ◽  
Public Relations ◽  
The Internet ◽  
Third Generation ◽  
Academic Literature ◽  
Social Media Platforms ◽  
The Relationship ◽  
New Religion ◽  
The Church

This article explores the relationship between the Church of Scientology and various forms of media, in particular the Internet. Building on insights in the academic literature, this piece attempts to fill a lacuna by giving more attention to some of Scientology’s own media programs and efforts. With these in mind, the Church of Scientology is a case study in the challenges that a new religion faces in legitimating itself to an increasingly globalized audience in the digital age. On a popular level, Scientology parishioners seem increasingly open to discussing, defending, and disseminating Scientology on social media platforms. These efforts may encourage others accustomed to a Scientological theology of evil in which “entheta” should be avoided and “suppressive persons” (SPs) shunned. As such, socially engaged Scientologists, in particular second- and third-generation members, may become witting and unwitting foot soldiers on behalf of the church in waging an ongoing public relations war, and thus poised to legitimate Scientology to outsiders disinterested in or suspicious of “institutional religion.” This hypothesis is all the more intriguing and plausible in the American context, given the market share created by the heterogeneous “rise of the nones” (religiously unaffiliated/disaffiliated populations).

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

2016 ◽  
Vol 7 (1) ◽  
pp. 30-41 ◽  
Author(s):  
Graham Romello Perera ◽  
Irosha Perera
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Brand Image ◽  
Social Media Marketing ◽  
Primary Data ◽  
Factors Affecting ◽  
The Social ◽  
Social Media Platforms ◽  
Relationship Of ◽  
The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

A Study of Brand Green Image in Relation to Eco-Branding of Fashion Products

2017 ◽  
Vol 866 ◽  
pp. 448-451 ◽  
Author(s):  
Chi Wai Kan ◽  
Cheby Yuen Ting Chow ◽  
Chamlong Sarikanon ◽  
Rattanaphol Mongkholrattanasit
Keyword(s):  
Linear Relationship ◽  
Brand Image ◽  
Vital Role ◽  
Consumer Trust ◽  
Branding Strategy ◽  
Fashion Products ◽  
Brand Reputation ◽  
Business Perspective ◽  
The Relationship

Eco-friendliness is the vital role of brand reputation in business perspective. Moreover, there is an increasing emphasis on branding and publicity to build brand image with consumer trust. It included strengthening sustainability in company, certifying claims made and presenting this to consumers by eco-branding and publicity. In this study, we examined the relationship between eco-branding and brand green image of fashion products and it was noted that they have linear relationship. This linear relationship between eco-branding and brand green image can not only demonstrate the importance of eco-branding strategy but also prove the consumers’ perception of sustainable consuming.

scholarly journals ENHANCING CUSTOMER RETENTION IN RETAIL INDUSTRY

2021 ◽  
Vol 9 (1) ◽  
pp. 729-735
Author(s):  
Avinash Somjani
Keyword(s):  
Social Media ◽  
Bargaining Power ◽  
Brand Image ◽  
Customer Retention ◽  
Advanced Technology ◽  
Retail Industry ◽  
Retail Sector ◽  
Human Being ◽  
The World ◽  
A Company

With the pandemic grabbing up places all over the world, the decline in businesses, macro and micro, is inevitable. Among these businesses is the retail sector which plays an important role for any economy. Retail sector covers all the basic necessities that a human being needs. Retail sector is dependent on many factors that drive the sales of a company and the most vital one is the customer retention. With eruption of technology it is highly important to underscore the importance of social media and advanced technology.   The main reason for that is the number of options the customers have. Due to this the switching cost is low. From the porter’s analysis, we can clearly conclude that the bargaining power of the buyer is high for most retail commodities. Many customers are loyal towards a brand because of the brand image, so it is highly important that a company fulfills its CSR programs in a way that can grab the attention of the customers and glue them to the brand. This brand image can also be connected to the store ambience. This study is based on various factors that are perceived by the customers as of value and how these factors can enhance the customer retention.

scholarly journals What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

2021 ◽  
Vol 17 (1) ◽  
pp. 89-103
Author(s):  
Massoud Moslehpour ◽  
Taufiq Ismail ◽  
Bey Purba ◽  
Wing-Keung Wong
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Primary Data ◽  
Online Questionnaire ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

scholarly journals Komunikasi Pemasaran Terpadu “Lemospirés Batik” dalam Menarik Minat Pembelian Konsumen

2019 ◽  
Vol 9 (1) ◽  
pp. 69-84
Author(s):  
Cindy Andita Kirana
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Research Data ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Distinctive Features ◽  
Qualitative Descriptive ◽  
Descriptive Approach

This article examines the marketing communication strategies used by Lemospirés Batik to attract consumer interest. This research uses a qualitative-descriptive approach. The research data were analyzed with the perspective of the marketing communication mix theory. The results of this study describe that the strategy taken by Lemospirés Batik to market and introduce its products is (1) the use of advertisements on social and non-social media, (2) organizing exhibitions to do direct marketing, (3) giving discounts and giveaways. to create sales promotions, (4) creating distinctive features on products that are part of personal selling, (5) using public relations to build relationships, and (6) using social media Instagram and Facebook to market products with the concept of storytelling.

scholarly journals Social media marketing, functional branding strategy and intentional branding

2018 ◽  
Vol 16 (3) ◽  
pp. 102-116 ◽  
Author(s):  
Mohammad Fahmi Al-Zyoud
Keyword(s):  
Social Media ◽  
Quantitative Data ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Branding Strategy ◽  
The Relationship

It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.

scholarly journals Government Public Relations and Social Media: Bridging the Digital Divide on People with Social Welfare Problems

2019 ◽  
Vol 22 (2) ◽  
pp. 128
Author(s):  
Sri Haryanti ◽  
Effy Zalfiana Rusfian
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Welfare ◽  
Digital Divide ◽  
Rural Areas ◽  
Communication Processes ◽  
Welfare Problem ◽  
Qualitative Descriptive ◽  
Government Public Relations ◽  
Use Of Social Media

This study is a public relations inquiry that aims to describe the use of social media by govern-ment public relations to bridge the digital divide that affects people with social welfare prob-lems. The research, unlike most public relations studies that by and large, focus on organiza-tional image, reputation, communication crisis, and transparency, uses the digital divide per-spective. The research uses Grunig and Hunt Public Relations model and Melvin De Fleur com-munication model perspectives to examine the communication processes that occur through government public relations social media. The research uses a qualitative descriptive approach to assess the communication conducted by informants. The results showed that government pub-lic relations communication through social media has not been fully able to bridge the digital divide, especially in rural areas. The digital divide creates three relates problems that affect the effectiveness of government communication with people that experience social welfare problem. Firstly, pattern of communication involves opinion leaders. Secondly, most feedback occurs in-directly while ideally, it should be direct. Thirdly, the flow of information takes place in either one or two steps, in contrast with the ideal, which should be in one step.

Sign in / Sign up

Export Citation Format

Share Document