scholarly journals Strategi Digital Content Marketing Toyota Yaris Melalui Webisode “Mengakhiri Cinta dalam Tiga Episode”

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 186
Author(s):  
Janice Chika ◽  
Diah Ayu Candraningrum
Keyword(s):  
New Media ◽  
Secondary Data ◽  
Digital Content ◽  
Integrated Marketing ◽  
Dynamic Changes ◽  
Social Media Platform ◽  
Product Image ◽  
Media Platform ◽  
Content Marketing

The dynamic changes of the advertising landscape make advertisers need to keep innovating. Advertisements are crafted by considering its missions, messages and media used. Utilizing the new media, Toyota applied new media advertising characteristics such as interactivity and integrated marketing. Content marketing requires consumers’ intention to consume its advertisements. Webisode is a form of creative content marketing using short episodic videos. This research uses qualitative methods and case study. Primary forms of data collection are interview and observation and secondary data is collected through literature review. Toyota Yaris’ mission for this advertisement is to gain awareness and build product image. Messages that Toyota Yaris is safe, comfortable and stylish is conveyed by storytelling. Media that is being used is new media with social media platform YouTube. New media characteristics are used as a part of their strategy. Webisode is well produced and starring famous actors to attract consumer’s interest. Dunia periklanan yang dinamis membuat para pembuat iklan harus selalu berinovasi. Iklan dibuat dengan mempertimbangkan tujuan, pesan dan media yang digunakan. Menggunakan media baru, Toyota menggunakan sifat-sifat iklan media baru seperti interaktivitas dan pemasaran integrasi. Pemasaran konten mengharuskan konsumen untuk datang ke iklan secara sukarela. Maka, harus memberikan nilai tambah agar membangkitkan inisiatif konsumen. Webisode adalah salah satu bentuk kreatif dari pemasaran konsumen menggunakan video pendek episodik. Penelitian ini menggunakan metode kualitatif dengan studi kasus. Metode pengumpulan data primer wawancara dan observasi, data sekunder dengan studi pustaka. Tujuan iklan Toyota Yaris adalah meningkatkan awareness dan membangun citra, pesan bahwa mobil ini aman, nyaman dan stylish disampaikan melalui cerita. Media yang digunakan adalah media baru, dengan media sosial YouTube. Sifat media baru digunakan sebagai bagian dari strategi ini. Untuk menarik minat konsumen menonton, webisode dibuat dengan sebaik mungkin dengan menggunakan tokoh-tokoh perfilman terkenal.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals IT’S ALIVE: an exploration of contemporary poetry in the digital age using Rupi Kaur as a case study

2021 ◽  
Author(s):  
Lysle Hood
Keyword(s):  
Digital Media ◽  
Digital Age ◽  
Contemporary Poetry ◽  
Social Media Platform ◽  
The Core ◽  
The Social ◽  
History Of ◽  
Media Platform ◽  
Research Questions

In the digital age, technology and digital media shapes virtually every aspect of our lives. Poetry, which has seen a surprising revival in recent years, is no exception. One of the most popular contemporary poets today is Rupi Kaur, made famous for her verse posted on the social media platform Instagram. This MRP seeks to answer the following research questions: 1) In what ways has the digital age effected contemporary poetry? 2) What role has digital media played in shaping the success and formal elements of Rupi Kaur’s body of work? This MRP begins by offering a brief history of poetry’s relationship with media and an account of how poetry is produced and consumed in the digital age. The core of the MRP is a case study of contemporary Insta-poet Rupi Kaur. Through qualitative visual and textual analysis, the case study considers: 1) Kaur’s poetry, 2) her Instagram content, 3) her readership, and 4) the criticisms of her work. As to the discussion, the analysis of the four categories reveals

Bridging the Gap

2013 ◽  
pp. 1-18
Author(s):  
Divonna M. Stebick ◽  
Mary L. Paxton
Keyword(s):  
Social Media ◽  
Teacher Educators ◽  
Online Discussions ◽  
Social Media Platform ◽  
Face To Face ◽  
Metacognitive Development ◽  
Book Discussion ◽  
Media Platform ◽  
Online Book

In this chapter, the researchers used an ethnographic stance to demonstrate how conversation evolved within a social media platform. They investigated the online discussions and face-to-face dialogues between teacher educators and pre-service teachers. They compared the participants’ reciprocal conversations within this case study to analyze patterns in the language used in each forum in order to identify the affordances and constraints of perceived understanding. Through this discourse analysis the authors sought to identify indicators of each participant’s metacognitive development while engaging in an online book discussion through a social media platform. Data analysis indicated that there was metacognitive growth when comparing the initial reciprocal conversations with the final conversations.

Mediatization of conflict in the social media era: A case study of Sino-Indian border crisis in 2017

Journalism ◽  
2019 ◽  
pp. 146488491987032 ◽  
Author(s):  
Shixin Ivy Zhang
Keyword(s):  
Social Media ◽  
Actor Network Theory ◽  
Social Media Platform ◽  
The Public ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Central Argument ◽  
Actor Networks

Inspired by the concepts of Arrested War and actor–network theory, this study has traced and analyzed four main actors in the wars and conflicts in the social media age: social media platform, the mainstream news organizations, online users, and social media content. These four human and nonhuman actors associate, interact, and negotiate with each other in the social media network surrounding specific issues. Based on the case study of Sino-Indian border crisis in 2017, the central argument is that social media is playing an enabling role in contemporary wars and conflicts. Both professional media outlets and web users employ the functionalities of social media platforms to set, counter-set, or expand the public agenda. Social media platform embodies a web of technological and human complexities with different actors, factors, interests, and relations. These actor-networks and the macro social-political context are influential in the mediatization of conflict in the social media era.

Discourse over a contested technology on Twitter: A case study of hydraulic fracturing

2016 ◽  
Vol 26 (1) ◽  
pp. 105-120 ◽  
Author(s):  
Jill E. Hopke ◽  
Molly Simis
Keyword(s):  
Social Media ◽  
Hydraulic Fracturing ◽  
High Volume ◽  
Simulation Technique ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
Drilling Simulation ◽  
Activist Organizations

High-volume hydraulic fracturing, a drilling simulation technique commonly referred to as “fracking,” is a contested technology. In this article, we explore discourse over hydraulic fracturing and the shale industry on the social media platform Twitter during a period of heightened public contention regarding the application of the technology. We study the relative prominence of negative messaging about shale development in relation to pro-shale messaging on Twitter across five hashtags (#fracking, #globalfrackdown, #natgas, #shale, and #shalegas). We analyze the top actors tweeting using the #fracking hashtag and receiving @mentions with the hashtag. Results show statistically significant differences in the sentiment about hydraulic fracturing and shale development across the five hashtags. In addition, results show that the discourse on the main contested hashtag #fracking is dominated by activists, both individual activists and organizations. The highest proportion of tweeters, those posting messages using the hashtag #fracking, were individual activists, while the highest proportion of @mention references went to activist organizations.

scholarly journals Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 57-82
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Digital marketing as a strategy for fulfilling Eid Al-Adha beef cattle: A case study of start-up companies

2021 ◽  
Vol 902 (1) ◽  
pp. 012055
Author(s):  
H P Pramana ◽  
S Hastjarjo ◽  
Sudarmo
Keyword(s):  
Beef Cattle ◽  
Secondary Data ◽  
Digital Marketing ◽  
Integrated Marketing ◽  
Structured Interviews ◽  
Demand Fulfillment ◽  
Digital World ◽  
Start Up ◽  
Marketing Chain

Abstract The demand for beef cattle increases every year ahead of the Eid al-Adha celebration. While the fulfillment of orders in the market is rising, the critical point is that the distribution of beef cattle tends to be uneven between regions. This paper proposes a case study of how the interaction between market and demand fulfillment, in the case of the beef cattle market, can be supported by digital marketing. The focus is how the new company (start-up) creates a marketing chain between regions, West Nusa Tenggara and DKI Jakarta. An in-depth characterization of the marketing chain was carried out through semi-structured interviews. In addition, secondary data uses institutional/private publication data, which is then analyzed descriptively. Using integrated marketing communications (IMC) practices, we explore an enhanced framework for managing communications in the digital world. This research is expected to help fulfill the needs of livestock (beef cattle) to be more optimal, concise, attractive, and evenly distributed so that the social objectives of the celebration of Eid al-Adha are achieved. The study also highlights the utility for organizations to use social media strategically rather than simply as a tactical tool.

User Experience Evaluation Methodology in the Onboarding Process: Snapchat Case Study

2020 ◽  
pp. 106480462096227
Author(s):  
Kata Kapusy ◽  
Emma Lógó
Keyword(s):  
Social Media ◽  
Design Process ◽  
User Experience ◽  
Management Team ◽  
Evaluation Methodology ◽  
Product Management ◽  
Social Media Platform ◽  
Media Platform ◽  
Pain Points

User experience (UX) has been a hot topic and should be an integral part of the design process – from the early concept to the final product. This article introduces a UX evaluation methodology that helps collect the pragmatic and hedonic attributes of an application in the onboarding process. Moreover, the presented method helps not just to understand the UX (including customers’ unconscious need, desire, and pain points) but also to make the development points clear and straightforward to everyone in the product management team. We focus on a social media platform – Snapchat.

The Affective Economy and Online Fan Communities

2020 ◽  
pp. 91-105
Author(s):  
Nur Aliah Mansor ◽  
Rizalniyani Abdul Razak ◽  
Zam Zuriyati Mohamad ◽  
Norrina Din ◽  
Arbaiah Abdul Razak
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Empirical Data ◽  
Complex Interaction ◽  
Social Media Platform ◽  
Fan Communities ◽  
Media Platform ◽  
The 1960S ◽  
Audience Awareness

This chapter explores participation and co-production in affective media experiences in Johnny & Associates' online fan communities. Johnny & Associates is a Japanese all-male talent management company established in the 1960s. As a pioneer in the idol industry, Johnny & Associates and artists under its management have been highly influential in the contemporary Japanese entertainment industry. These artists are collectively known as Johnny's idols or Janīzu. Much of the data are collected through participant-experiencer and interviews. The originality of this case study stems mainly from the empirical data for Johnny & Associates, Janīzu, and the global fan base during Johnny & Associates' transition to a social media platform. This chapter analyses marketing strategy, audience awareness, and behaviour in relation to a mass media phenomenon. The complex interaction among Johnny & Associates, Janīzu, and fans generates tensions and contradictions that mirror the modern mediated life.

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