scholarly journals Pengaruh Sponsorship, Media Sosial Online, dan Celebrity Endorsement terhadap Brand Awareness Produk Aksesoris Gaming Merek Sades

2021 ◽  
Vol 5 (6) ◽  
pp. 628
Author(s):  
Alvin Ginardi ◽  
Eko Harry Susanto
Keyword(s):  
Social Media ◽  
Online Games ◽  
Brand Awareness ◽  
Online Game ◽  
Celebrity Endorsement ◽  
Wireless Internet ◽  
Celebrity Endorsements ◽  
The Past ◽  
Online Social Media ◽  
Bahasa Indonesia

Online games are no longer considered time-wasting activities. In the past, online games were limited to Personal Computers which had to be connected to an internet cable, but now online games can be accessed anywhere with wireless internet either via a laptop or smartphone. In Gamergear.net's global online game peripherals catalog, there are currently 66 gaming peripherals brands worldwide, one of which is the Sades brand. Sades entered Indonesia through their official distributor PT Indigital Trading in 2011. At first, Sades Indonesia only sold Headset products, and now there are various types of products being sold, namely Headsets, Earphones, Keyboards, Mouse, Mousepad, CPU Case, and CPU Fan. Apart from maintaining the best product quality in its class, Sades Indonesia uses several ways to maintain its Brand Awareness, as 1) Sponsorship for gaming competitions both regional and national, 2) Actively creating content on social media, namely on Instagram, Facebook, and Youtube, 3) Celebrity female gamer, Olivia Gosandra, from 2016 to 2019 as Endorser Sades in Indonesia. This study aims to determine how significant sponsorship, online social media, and celebrity endorsements are for the brand awareness of Sades gaming accessories products in Indonesia. Data obtained from questionnaires distributed via Google Form. The sample used in this study was 80 respondents with the help of SmartPLS version 3.3.2. Permainan game online atau dalam bahasa Indonesia nya disebut gim daring tidak lagi dianggap sebagai kegiatan yang membuang waktu. Dahulu gim daring terbatas hanya di Komputer Personal (Personal Computer) yang harus tersambung kabel internet akan tetapi saat ini gim daring dapat diakses dimanapun dengan internet nirkabel baik melalui laptop maupun smartphone. Dalam katalog game peripheral online global Gamergear.net, terdapat 66 merek game peripheral di seluruh dunia saat ini, salah satu nya adalah merek Sades. Sades masuk ke Indonesia melalui distributor resmi mereka PT Indigital Trading di tahun 2011. Sades Indonesia di awal hanya menjual produk Headset, dan saat ini sudah ada bermacam-macam jenis produk yang dijual yaitu Headset, Earphone, Keyboard, Mouse, Mousepad, CPU Case, dan CPU Fan. Selain dari menjaga kualitas produk yang terbaik di kelas nya, Sades Indonesia menggunakan beberapa cara untuk menjaga Brand Awareness mereka yaitu: 1) Sponsorship pada kejuaraan gaming baik regional maupun nasional, 2) Aktif membuat konten di social media yaitu di Instagram, Facebook, dan Youtube, 3) Celebrity Gamer Wanita yaitu Olivia Gosandra dari tahun 2016 hingga 2019 sebagai Endorser Sades di Indonesia. Penelitian ini bertujuan untuk mengetahui seberapa signifikan sponsorship, media sosial online dan celebrity endorsement terhadap brand awareness produk aksesoris gaming Sades di Indonesia. Data diperoleh dari kuesioner yang disebar melalui Google Form. Sampel yang digunakan dalam penelitian ini sebanyak 80 responden dengan bantuan SmartPLS versi 3.3.2.

scholarly journals The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

2019 ◽  
Vol 10 (5) ◽  
pp. 54
Author(s):  
Arman Hj Ahmad ◽  
Izian Idris ◽  
Cordelia Mason ◽  
Shenn Kuan Chow
Keyword(s):  
Social Media ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Young Consumers ◽  
The Impact ◽  
Celebrity Endorsers

Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

scholarly journals Gaps in Perception on Social Media Use in Crisis Communication Between Vietnamese Organizations and Stakeholders

2018 ◽  
Vol 13 (1) ◽  
pp. 11
Author(s):  
Tuong-Minh Ly-Le
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Media Use ◽  
Communication Channels ◽  
Traditional Media ◽  
Social Media Use ◽  
Communication Practice ◽  
The Past ◽  
Organizational Crises ◽  
Bahasa Indonesia

<p>Despite the emergence of social media in many aspects of Vietnamese lives, including marketing and promotional activities, Vietnamese organizations have used little social media in their crisis communication efforts. The organizations are hesitant to adopt social media in crisis communication and prefer to use traditional media because of its controllability and professionalism. However, with the increasing number of organizational crises that started on social media in the past years, it is arguably that Vietnamese stakeholders use social media as one of their main communication channels during crises. Should the organizations use social media in response? Through a series of interviews to PR practitioners and stakeholders in Vietnam, this research aims to find out the similarities and gaps in the perception of social media use for crisis communication between these two groups, and to guide a crisis communication practice that is appreciated by stakeholders.</p><p> </p><p><strong>Bahasa Indonesia Abstrak: </strong>Meskipun<em> munculnya media sosial dalam banyak aspek kehidupan Vietnam, termasuk kegiatan pemasaran dan promosi, organisasi Vietnam telah menggunakan sedikit media sosial dalam upaya komunikasi krisis mereka. Organisasi ragu-ragu untuk mengadopsi media sosial dalam komunikasi krisis dan lebih suka menggunakan media tradisional karena pengendalian dan profesionalisme. Namun, dengan meningkatnya jumlah krisis organisasi yang dimulai di media sosial dalam beberapa tahun terakhir, dapat dibilang bahwa pemangku kepentingan Vietnam menggunakan media sosial sebagai salah satu saluran komunikasi utama mereka selama krisis. Haruskah organisasi menggunakan media sosial sebagai jawaban? Melalui serangkaian wawancara kepada praktisi PR dan pemangku kepentingan di Vietnam, penelitian ini bertujuan untuk mengetahui persamaan dan kesenjangan dalam persepsi penggunaan media sosial untuk komunikasi krisis antara kedua kelompok ini, dan untuk memandu praktik komunikasi krisis yang dihargai oleh para pemangku kepentingan. .</em></p>

Content marketing in e-commerce platforms in the internet celebrity economy

2020 ◽  
Vol 120 (3) ◽  
pp. 464-485 ◽  
Author(s):  
Ruibin Geng ◽  
Shichao Wang ◽  
Xi Chen ◽  
Danyang Song ◽  
Jie Yu
Keyword(s):  
Social Media ◽  
Economic Value ◽  
Sales Performance ◽  
Second Order ◽  
Order Effects ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Content Type ◽  
First Order ◽  
Content Marketing

Purpose With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online communities, empirical studies investigating the economic value of user-generated content (UGC) and marketer-generated content (MGC) still lag behind. The purpose of this paper is to contribute both theoretically and practically to capture both first-order effects and second-order effects of internet celebrity endorsements on marketing outcomes in an e-commerce context. Design/methodology/approach This study conducts a cross-sectional regression to evaluate the economic value of internet celebrity endorsement, and a panel vector autoregressive model is adopted to examine the relationship between celebrities’ and consumers’ content marketing behaviors and e-commerce sales performance. The authors also adopt look-ahead propensity-score matching technique to correct for selection bias. Findings The empirical results show that the content generation efforts of marketers and the interaction behaviors between marketers and consumers will significantly influence the e-commerce sales, which refers to the first-order effects of internet celebrity endorsement. Moreover, interactions within the fan community exert second-order effects of content marketing on sales performance. Originality/value This paper provides new insights for e-commerce retailers to evaluate the economic values of internet celebrity endorsement, a new content marketing practice in e-commerce platform.

scholarly journals How Vietnamese Organizations Perceive the Use of Social Media in Crisis Communication

2019 ◽  
Vol 14 (2) ◽  
pp. 210
Author(s):  
Tuong-Minh Ly-Le
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Traditional Media ◽  
The Past ◽  
Organizational Crises ◽  
The Everyday ◽  
Common Interests ◽  
Use Of Social Media ◽  
Media Channels ◽  
Bahasa Indonesia

<p>Social media has proliferated into the everyday life of Vietnamese people. As a result, in the past years, Vietnam has seen many organizational crises that started on this platform. Social media has proven to be able to foster crises, thanks to open platforms that allow for relatively free discussion among strangers with common interests.  Nonetheless, Vietnamese organizations have often ignored or underutilized these channels in their crisis communication efforts. Organizations prioritize using traditional media in their crisis communication efforts and paid little to no attention to social media outlets, even if the crisis had started on social media channels. Through a survey with experienced Vietnamese PR practitioners, this research aims to understand this trend of crisis management and explore the perception of Vietnamese organizations toward the use of social media in crisis communication.</p><p><em><strong>Bahasa Indonesia <em><strong>Abstrak</strong></em></strong>: Media sosial telah menjamur ke dalam kehidupan sehari-hari rakyat di Vietnam. Akibatnya, dalam beberapa tahun terakhir, Vietnam telah melihat banyak krisis organisasi yang dimulai pada platform ini. Media sosial telah terbukti mampu menumbuhkan krisis, berkat platform terbuka yang memungkinkan diskusi bebas  untuk kepentingan bersama. Meskipun demikian, organisasi di Vietnam sering mengabaikan atau kurang memanfaatkan saluran-saluran ini dalam upaya krisis komunikasi yang mereka alami. Organisasi lebih memprioritaskan menggunakan media tradisional dalam upaya menanggulangi krisis komunikasi mereka dan sedikit memberikan perhatian kepada outlet media sosial, bahkan jika krisis telah dimulai pada saluran media sosial. Melalui survei yang dilakukan oleh praktisi PR di Vietnam yang berpengalaman, penelitian ini bertujuan untuk memahami tren manajemen krisis ini dan mengeksplorasi persepsi organisasi di Vietnam terhadap penggunaan media sosial dalam komunikasi krisis.</em></p><div id="gtx-trans" style="position: absolute; left: -32px; top: 211px;"> </div>

scholarly journals Perspektif Komunikaksi Islam Terhadap Perilaku Kekerasan Verbal Dalam Permainan Daring (Studi Kasus Game Mobile Legends: Bang Bang)

2021 ◽  
Vol 6 (1) ◽  
pp. 95
Author(s):  
Abdu Zikrillah ◽  
Aditia Muara Padiatra ◽  
Indra Gunawan ◽  
Bambang Setiawan ◽  
Muhamad Zaenal Muttaqin
Keyword(s):  
Social Media ◽  
Sense Of Belonging ◽  
Research Method ◽  
Online Games ◽  
Communication Process ◽  
Online Game ◽  
Analysis Techniques ◽  
Verbal Violence ◽  
Points Of View ◽  
Good Word

In everyday life in the present, it is common for young people or teenagers to play online games. In playing online games there is communication in it which is not uncommon verbal violence. This study examines the Islamic perspective in seeing verbal violence that often occurs in online game play, which in this case is represented by the MOBA Mobile Legends Bang-Bang game. The research method uses content analysis techniques with a descriptive discussion. The communication process is seen based on the recordings of game players uploaded via YouTube and other social media. There are several factors that cause verbal violence in playing online games from several points of view, namely moral knowledge, the need to be recognized, the character of cyberspace environments, equality and a sense of belonging, and parenting. Verbal violence that often occurs in online gaming is accusing and blaming, undermining, discounting, and name calling. In Islamic teachings there are six directives as principles for communicating well, namely Qawlan Sadîdan (words that are polite and kind), Qawlan Balîghan (words that make an impression on the soul, and are right on target), Qawlan Maisûrâ (light words), Qawlan Layyina (gentle words), Qawlan Karîma (noble words), Qawlan Ma'rûf (good word or appropriate expression).

scholarly journals Are Classic Theories of Celebrity Endorsements Applicable to New Media Used by Arabs? A Qualitative Investigation of Saudi Social Media Users

2019 ◽  
Vol 14 (1) ◽  
pp. 15-30
Author(s):  
Shuaa Aljasir
Keyword(s):  
Social Media ◽  
New Media ◽  
High Tech ◽  
Qualitative Investigation ◽  
Celebrity Endorsement ◽  
Structured Interviews ◽  
Celebrity Endorsements ◽  
Normal People ◽  
Reasonable Number ◽  
Social Media Platforms

This study aims to investigate the extent to which classic celebrity endorsement theories are applicable when such endorsements are performed on interactive social media platforms. It utilizes phenomenological semi-structured interviews with 73 participants. The data analysis shows several perceived characteristics of convincing celebrity endorsements on social media from the Saudi users’ viewpoints. Trustworthiness is perceived when an endorsement discloses that it is a paid advertisement or uses indirect ways to endorse the product. When it comes to high-tech products, it is not necessary for the celebrity to be an expert in the field of the product they are endorsing, but when endorsing accessories, these celebrities should be attractive, should test the product before advertising it and should endorse a reasonable number of products. Endorsements are most acceptable from either likeable celebrities or from normal people with a reasonable number of social media followers. The results show that while some elements of classic theories of celebrity endorsements are applicable on social media platforms, others should be modified to align with new media users. A celebrity endorsement model is proposed based on the current findings.

scholarly journals Social media influencers and transgressive celebrity endorsement in consumption community contexts

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hayley Cocker ◽  
Rebecca Mardon ◽  
Kate L. Daunt
Keyword(s):  
Social Media ◽  
Deep Understanding ◽  
Celebrity Endorsement ◽  
Community Members ◽  
Celebrity Endorsements ◽  
Content Type ◽  
Consumer Responses ◽  
Consumption Community ◽  
Practical Implications ◽  
Community Contexts

Purpose This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement. Design/methodology/approach The research team conducted a longitudinal, netnographic study of the YouTube beauty community, involving an initial phase of netnographic immersion followed by an investigative netnography that examined community members’ response to celebrity endorsements by 12 SMIs within the community. Findings This study identifies five recurring celebrity endorsement transgressions, each violating an established moral responsibility within the community. The paper explores how community members attribute responsibility for transgressive endorsements and identifies consequences for both the SMI and the endorsed brand. Research limitations/implications This study focused on a single consumption community, developing a deep understanding of the distinct moral responsibilities that shape the reception of celebrity endorsements within this context. Practical implications The paper presents managerial recommendations that will aid both SMIs and brands in implementing celebrity endorsements that avoid communal perceptions of transgression. Originality/value The analysis extends prior study on celebrity endorsement by SMIs by explaining when and why SMI endorsements are likely to be perceived as transgressive by the community and providing new insights into community member responses to transgressive SMI endorsements. It also extends wider theories of celebrity endorsement by highlighting the influence of consumption community contexts upon endorsement reception and examining consumer responses to celebrity endorsements perceived as transgressive in and of themselves.

Developments in Online, Social Media Marketing in China and the West: An Overview of Different Approaches

2020 ◽  
Vol 6 (2) ◽  
pp. 383-403
Author(s):  
Henry O’Farrell
Keyword(s):  
Social Media ◽  
Chinese Students ◽  
Social Media Marketing ◽  
Mobile Payment ◽  
Payment Systems ◽  
The West ◽  
Mobile Payments ◽  
The Past ◽  
Online Social Media ◽  
Digital Landscape

How has the online world changed over the last 5–12 years in China and in the West? Over the past 5–12 years, China has seen drastic changes to all aspects of life, businesses and as this study is focused on, social media and mobile payment systems. In 2006, just 10 per cent of China’s population were online and only one-third had a mobile phone. Turning to the present day, there are approximately 663 million smartphones in use across China ( Statista, 2018b ): an increase that shows no signs of slowing. When speaking to and interviewing Chinese students at Liaoning University, it was evident that mobile payment systems have existed and been in use for only 3–5 years. Despite this very minimal time scale, it is amazing to consider that by the end of 2018, total Chinese mobile payments will hit $5.87 trillion ( CBNEDITOR, 2018 ), a figure more than double the size of UK’s total GDP (at the time of writing)—it will be amazing to see, given the greatest gift of time, how the digital landscape of China will develop over the next decade—what a time to be alive!

High School Students Understanding of the Risks of Online Game Addiction

10.32698/0772 ◽  
2019 ◽  
Vol 2 (2) ◽  
pp. 113
Author(s):  
Eryzal Novrialdy ◽  
Herman Nirwana ◽  
Riska Ahmad
Keyword(s):  
High School ◽  
High School Students ◽  
School Counselors ◽  
Sampling Technique ◽  
Online Games ◽  
Average Score ◽  
Online Game ◽  
School Students ◽  
Game Addiction ◽  
Use Of Technology

Adolescents are currently in the midst of technological sophistication, which is very helpful for its development. On the other hand, many adolescents are trapped in the problem of technology addiction. Adolescents are the most age group who experience problems with the use of technology, including online games. Online game addiction is the loss of control over the use of online games, which makes other daily activities are disrupted. Online game addiction in adolescents have an impact on several aspects of life, such as health aspects, psychological aspects, academic aspects, social aspects, and financial aspects. Lack of understanding about the risks of online game addiction can get adolescent stuck in online game addiction. This research aims to describe high school students understanding about the risks of online game addiction. The sample consisted of 255 high school students selected by proportional random sampling technique. Data was collected using a scale measuring understanding of the risks of online game addiction. Data analysis used a quantitative approach with descriptive methods. The results showed that high school students understanding about the risks of online game addiction was included in the moderate category with an average score of 198,48 and an achievement score level of 55,14%. Therefore, school counselors must to improve high school students understanding of the risks of online game addiction.

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