scholarly journals Beyond Tweets: Pragmatic Analysis of Humor as a Brand Image in Burger King’s Tweets

2019 ◽  
Vol 6 (1) ◽  
pp. 12-23
Author(s):  
Marti Fauziah Ariastuti ◽  
Amadhea Naidriya Putri
Keyword(s):  
Social Media ◽  
Functional Analysis ◽  
General Theory ◽  
Brand Image ◽  
Business Communication ◽  
Communication Strategy ◽  
Knowledge Resources ◽  
Pragmatic Analysis ◽  
Pragmatic Function ◽  
Twitter Account

AbstrakSalah satu bentuk populer strategi berkomunikasi adalah menggunakan humor. Meskipun telah banyak studi yang meneliti hubungan antara humor dan semantik dalam konteks periklanan, masih sedikit yang mendiskusikan hubungan antara cuitan (tweet) humor, komunikasi bisnis, dan pragmatik. Tujuan penelitian ini adalah untuk (1) menginvestigasi konstruksi cuitan humor berdasarkan delapan knowledge resources dan (2) mendiskusikan fungsi pragmatiknya. Penelitian ini menggunakan versi panjang dari General Theory of Verbal Humor oleh Attardo (Tsakona, 2013), yang dilengkapi dengan analisis fungsi teks oleh Brinker. Data penelitian terdiri dari 111 cuitan humor dari akun twitter resmi Burger King dari tahun 2016 hingga tahun 2018  yang telah diseleksi berdasarkan teori Style Humor Used (Martin, Puhlik-Doris, Larsen, Gray, & Weir, 2003). Pemilihan tahun tersebut didasarkan pada adanya korelasi positif antara penggunaan strategi humor di media sosial dengan peningkatan performa penjualan Burger King. Hasil penelitian ini adalah: (1) Burger King menggunakan konstruksi humor yang berbeda di akun cuitannya, terutama pada Script Opposition, Language Mechanism, Target, dan Konteks; dan (2) Cuitan humor yang digunakan Burger King mempunyai fungsi yang berbeda-beda, yaitu untuk mempersonalisasikan merek (2016), meminta pelangganan untuk melakukan sesuatu (2017), dan mempromosikan produk (2018).                                                    AbstractOne of the most popular forms of communication strategy is humor. Although various studies have accounted the relation of humor and semantics in advertisement context, relatively little has discussed the link between humor tweets, business communication, and pragmatics. Therefore, the main aim of this study is to (1) investigate the construction of humor tweets based on eight knowledge resources and (2) discuss its pragmatic function. The study applies the extension version of Attardo’s General Theory of Verbal Humor (Tsakona, 2013), complemented with Brinker’s text functional analysis. Selected based on style humor used (Martin et al., 2003), the data for the study consist of 111 humor tweets from Burger King Twitter account between the year 2016 and 2018. The three years are selected because there seems to be a positive corellation between the use of humor strategy in social media and Burger King’s sales during those years. A key finding is that Burger King: (1) applies different construction of humor in Burger King’s Twitter account, especially in Script Opposition, Language Mechanism, Target, and Context; and (2) uses different function of the humor tweets for personalizing the brand (2016), asking the customer to do some act (2017), and promoting the products (2018).

scholarly journals Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

2021 ◽  
Vol 8 (2) ◽  
pp. 165
Author(s):  
Rifkya Xena Aminullah JR ◽  
Jokhanan Kritiyono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
Brand Image ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
The Public ◽  
Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

“Women In Jokes”: A Linguistic Analysis of Jokes on Pakistani Social Media in Light of the General Theory of Verbal Humour

2018 ◽  
Vol 25 (2) ◽  
pp. 113-132
Author(s):  
Saira Rashad ◽  
Musarrat Azher
Keyword(s):  
Social Media ◽  
General Theory ◽  
Young Women ◽  
Social Relations ◽  
Linguistic Analysis ◽  
Knowledge Resources ◽  
Representation Of Women ◽  
Teenage Girls ◽  
Relations Of Power ◽  
Do So

 Social relations of power are established and negotiated through discourse and joke telling is one strategy among many to do so. The present study is an attempt to examine the representation of women in jokes, circulated on Pakistani social media, by addressing four themes: representation of women in general, women exercising skills/intellect, women as life partners and representation of teenage girls/young women. The study employs the General Theory of Verbal Humour (GTVH) by Attardo & Raskin (1991) as a theoretical framework. From different social media sources like Facebook and Whatsapp, twenty jokes pertaining to women have been selected randomly and analysed on the basis of the GTVH's six knowledge resources. The study reflects the realization that women are represented as talkative and ignorant beings, devoid of intellect; women as life partners are shown to be domineering and intimidating figures, and the representation of teenage girls/young women reinforces stereotypes circulated by patriarchy discourse. The significance of this work lies in the assumption that systematically analysing jokes about women may help in exposing casual sexism and empower women by provoking them to question instead of internalizing the stereotypes circulated through jokes.

Rebuilding a global brand under crisis – case of a global brand Maggi

2019 ◽  
Vol 13 (2) ◽  
pp. 118-139 ◽  
Author(s):  
Rajesh Kumar Srivastava
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Image ◽  
Communication Strategy ◽  
Purchase Behavior ◽  
Primary Research ◽  
Content Type ◽  
Global Brand ◽  
Brand Crisis ◽  
The Impact

Purpose The purpose of this paper is to study whether the controversy because of brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behavior. Design/methodology/approach The research methodology consisted of two types of data: primary and secondary data. The secondary research consisted of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behavior. Findings Maggi used social media extensively to address the issue and re-build the brand reliability and confidence among its users. Communication strategy adopted by focusing on the past experience of consumers and using them as a spokesperson generated a positive sentiment towards the brand under crisis. Research limitations/implications While Maggi suffered the backlash because of the controversy across the length and breadth of India and was banned in a number of states, the author could conduct the primary research only in one city of the state of Maharashtra, Mumbai. The effectiveness of the survey was impacted because of the geographic limitations the author faced while collecting the responses. The survey would have definitely been more effective, with responses collected from different states and with more number of respondents. Fishbein is very old, from the 1980s, even though this theory has met the test of time. Application of the effect of experiences on experiential perceptions and how this influences value through networking could have been used to explain the same. Practical implications An important implication of this paper’s findings for practice, therefore, is that brands should incessantly strive to maintain the consumers’ level of trust, as it is essential for the preservation of the brand equity after a crisis. Crisis-stricken brands should safeguard their reputations from the negative effects of crises. It is even more important for any brand to act appropriately when the cause of the crisis is attributed to its actions and processes. Managers have to address the quality of products in case of brand crisis for restoring trust, image and reliability in the brand. Right type of communication to right targeted consumers will help in the restoration of the image, trust on the brand and bring back loyal customers. Managers have to build brand equity on a regular basis, as a strong brand can recover faster as seen from this paper. Originality/value This paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy can be adopted to regain the mind share and equity. This paper will help the brands in the future to know how a crisis can be managed efficiently by drawing a cue from the strategies implemented by Maggi.

scholarly journals KOMUNIKASI KRISIS PT. JOUSKA FINANSIAL INDONESIA DALAM PEMULIHAN CITRA PERUSAHAAN

2021 ◽  
Vol 4 (1) ◽  
pp. 1-10
Author(s):  
Isyraqi Khairy Siregar ◽  
Kurniati Putri Haeirina
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Significant Loss ◽  
Communication Strategy ◽  
Media Relations ◽  
Collaborative Action ◽  
Consulting Services ◽  
Account Management ◽  
Financial Consultant ◽  
Management Contract

Jouska is an independent financial advisory company that provides offline and online consulting services that recently went viral in social media and had a strong brand image as a financial consultant related to today's needs. In July 2020, social media was outraged by the complaint, which claimed to have been harmed by them, because Jouska allegedly directed their clients to determine an Investor Fund Account Management Contract (RDI) with PT Mahesa Strategies Indonesia, whose shares are affiliated with Jouska. However, during the development, the client experienced a significant loss in the shares. This situation turned out to be similar complaints from other clients until Jouska underwent a crisis that led to the government's blocking, and the case ended in the realm of law. This study aims to analyze the communication that presents Image Restoration Theory through a lens. The method used in this research is descriptive qualitative, and it was found that Jouska did not yet have a clear SOP for communication with clients and had not implemented crisis management appropriately. There are several recommendations that Jouska can achieve to restore public trust, including collaborative action with various parties, building a communication strategy, and optimal media relations.

scholarly journals Social Media and Political Contributions: The Impact of New Technology on Political Competition

2020 ◽  
Author(s):  
Maria Petrova ◽  
Ananya Sen ◽  
Pinar Yildirim
Keyword(s):  
Social Media ◽  
Fixed Effects ◽  
Political Competition ◽  
New Technology ◽  
The United States ◽  
Communication Strategy ◽  
Political Contributions ◽  
Twitter Account ◽  
Low Levels ◽  
The Impact

Political campaigns are among the most sophisticated marketing exercises in the United States. As part of their marketing communication strategy, an increasing number of politicians adopt social media to inform their constituencies. This study documents the returns from adopting a new technology, namely Twitter, for politicians running for Congress by focusing on the change in campaign contributions received. We compare weekly donations received just before and just after a politician opens a Twitter account in regions with high and low levels of Twitter penetration, controlling for politician-month fixed effects. Specifically, over the course of a political campaign, we estimate that the differential effect of opening a Twitter account in regions with high versus low levels of Twitter penetration amounts to an increase of 0.7%–2% in donations for all politicians and 1%–3.1% for new politicians who were never elected to Congress before. In contrast, the effect of joining Twitter for experienced politicians remains negligibly small. We find some evidence consistent with the explanation that the effect is driven by new information about the candidates; for example, the effect is primarily driven by new donors rather than past donors, by candidates without Facebook accounts, and by tweeting more informatively. Overall, our findings imply that social media can intensify political competition by lowering the costs of disseminating information for new entrants to their constituents and thus may reduce the barriers to enter politics. This paper was accepted by Eric Anderson, marketing.

scholarly journals Millennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia

2022 ◽  
Vol 6 ◽  
Author(s):  
Deanda Dewindaru ◽  
Anneke Syukri ◽  
Rahajeng Angelita Maryono ◽  
Ulani Yunus
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Communication Strategy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Effort ◽  
Loyalty Program ◽  
Savings Bank ◽  
Conventional Banks ◽  
Fierce Competition

Due to the fierce competition in banking for raising funds, banks have been obliged to develop marketing strategies to attract new consumers, particularly millennial. The marketing communication strategy that is often applied by banks is the loyalty program that is informed through social media. One of the banks in Indonesia with a loyalty program is the Bank Tabungan Negara (Bank BTN) or State Savings Bank whose a more prominent brand image of credit products than savings. This study investigated the effect of Social-Media Marketing Efforts, Brand Awareness, and Brand Image on Millennial Customer Response. This study employed a qualitative method by distributing questionnaires to 400 respondents. The results revealed that Millennial Customer Response was influenced by Social-Media Marketing Effort, Brand Awareness, and Brand Image. To conclude, Social-Media Marketing Efforts, Brand Image, and Brand Awareness of Conventional Banks in Indonesia affect Millennial Customer Response.

scholarly journals Indonesian humorous status in social media: An application of script-based semantic theory of humour

2020 ◽  
Vol 7 (2) ◽  
pp. 657-671
Author(s):  
Sisila Fitriany Damanik ◽  
Mulyadi Mulyadi
Keyword(s):  
Social Media ◽  
General Theory ◽  
Qualitative Method ◽  
Semantic Theory ◽  
The Other ◽  
Knowledge Resources ◽  
The Real ◽  
The People ◽  
Incongruity Theory ◽  
Set Up

This paper aims to analyse Indonesian humorous status in social media by applying the Script Semantic Theory of Humour (SSTH) and the parameters called Knowledge Resources (KRs) of the General Theory of Verbal Humour (GTVH). It is conducted by applying a qualitative method since the purpose of this study is primarily to describe and to establish the variation in a situation, phenomenon, problem, or event without quantifying them. The data is taken from Facebook, Twitter, and WhatsApp account followed by the first writer of this study for eight months. There are 17 statuses to be analysed, in which, seven statuses consist of 21 phrases analysed by applying SSTH theory, while the other 10 statuses consist of 14 phrases as set-up stages, 18 phrases, and three pictures as punchline stages analysed by applying GTVH theory. From the data being displayed, regarding the Superiority theory, it is found that people generally laugh because of other people’s misfortunes, and it emphasizes one’s superiority to the shortcomings of others. The people will laugh at individuals who are inferior or ugly, because they feel happy, and feel superior to them. Based on Release/Relief theory, humorous status also stems from regenerating something painful into something light-hearted. It is an indication of the misfortunate aspects of life. From the Incongruity theory, it is found that humour appears when there is an oddity between the concepts prepared in certain situations and the real events that are thought to be related to the concept. The paper further elaborates the findings and discuss them in detail.

scholarly journals MEDIA SOSIAL SEBAGAI STRATEGI KOMUNIKASI POLITIK

2018 ◽  
Vol 22 (1) ◽  
Author(s):  
Nur Alfiyani
Keyword(s):  
Social Media ◽  
New Media ◽  
Interpersonal Communication ◽  
Political Communication ◽  
Descriptive Analysis ◽  
Communication Strategy ◽  
The Public ◽  
Communication Techniques ◽  
Twitter Account ◽  
The Media

Abstract. Communication strategy in politics is one of the keys to success in gathering votes. This research aims to determine the political communication strategies used by candidates to obtain votes. This research is a type of qualitative research with descriptive analysis approach. Data obtained through interviews and literature. The result of the study indicate that now, as time goes by and the rapidly development of communication technology, the emergence of new media or social media caused a shift in the campaign. Many used new media during the campaigns to attract as many people as possible and to vote. For example, someone who has a Twitter account and has 150 thousand followers has the power to propagate, because those who read the twit are very much. The 150 thousand readers are more than the readers of the Pikiran Rakyat newspaper, which are only about 75 thousand people. Mudzakkir Ali Djamil Candidates for the Makassar City DPRD use interpersonal communication techniques by utilizing social media, this is because he is aware of the important role of the media to make the public opinion.Keywords: Legislative Candidates, Political Communication, Social Media.Abstrak. Strategi komunikasi dalam politik merupakan salah satu kunci keberhasilan dalam mengumpulkan suara. Penelitian ini bertujuan untuk mengetahui strategi komunikasi politik yang digunakan oleh caleg untuk dapat memperoleh suara. Penelitian ini merupakan jenis penelitian kualitatif dengan pendekatan deskriptif analisis. Data diperoleh melalui wawancara dan studi pustaka. Hasil penelitian menunjukkan bahwa sekarang, seiring berjalannya waktu dan perkembangan tekonologi komunikasi yang juga begitu pesat, munculnya media-media baru atau yang dikenal dengan media sosial menyebabkan terjadinya pergeseran dalam kampanye. Banyak yang menggunakan media sosial pada saat kampanye untuk menarik massa sebanyak-banyaknya dan untuk memilih. Sebagai contoh, seseorang yang memiliki account Twitter dan memiliki 150 ribu follower memiliki kekuatan untuk mempropaganda, karena yang membaca twit-nya sangat banyak. Pembaca 150 ribu itu lebih banyak dari jumlah pembaca surat kabar Pikiran Rakyat yang hanya sekitar 75 ribu orang. Mudzakkir Ali Djamil Caleg DPRD Kota Makassar menggunakan teknik komunikasi interpersonal dengan memanfaatkan mesia sosial, hal ini dikarenakan beliau menyadari akan peran penting media dalam membentuk opini publik.Kata Kunci: Calon Legislatif. Komunikasi Politik, Media Sosial, 

scholarly journals A Pragmatic Analysis of the Discourse of Humour and Irony in Selected Memes on Social Media

2020 ◽  
Vol 2 (2) ◽  
pp. 76-95
Author(s):  
SAMUEL JOSHUA FUBARA
Keyword(s):  
Social Media ◽  
General Theory ◽  
Social Networking ◽  
Speech Act ◽  
The Other ◽  
Unit Of Analysis ◽  
Written Texts ◽  
Pragmatic Analysis ◽  
Eclectic Approach ◽  
The One

The aim of this study is to examine how memes peculiar to Nigerians on Facebook, Twitter and Instagram employ language to convey humour and irony. Memes can be aptly conceptualized as internet-based entertainment contents principally propagated through social networking and micro-blogging sites which come in varied forms like pictures and written texts, written texts that may or may not be conversational in nature, videos, animations and GIFs. This study adopts a qualitative eclectic approach in its analysis of conversational memes which served as data gathered from Twitter, Facebook and Instagram. Guided by the General Theory of Verbal Humour (GTVH), thirty (30) conversational memes were purposively selected for discussion using the guises or forms of humour as the unit of analysis on the one hand and discussions situated within empirical and theoretical postulations on the other hand. Findings from the study showed that all the reactions to the originating posts exhibit some form of incongruity and were also verbally ironical. The nature of the originating posts in line with the speech act classification were also found to be expressives and assertives. The study further revealed that three guises of humour namely sarcasm, witticism and pun were prominent in the reaction to the originating posts with sarcasm constituting the major guise of humour used while also pointing out that users on Twitter use humour more than those on Facebook and Instagram.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

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