scholarly journals Penggunaan Celebrity Endorsement Dalam Periklanan Online (BTS Sebagai Celebrity Endorser Perusahaan Fila)

2020 ◽  
Vol 9 (1) ◽  
Author(s):  
Syanaz Luthfina
Keyword(s):  
Social Media ◽  
Qualitative Approach ◽  
Celebrity Endorsement ◽  
Digital Era ◽  
The World ◽  
Online Advertisement ◽  
Celebrity Endorser ◽  
Use Of Internet ◽  
Celebrity Endorsers ◽  
Internet And Social Media

In this digital era marked by massive use of internet and social media in society, there is the importance of social media as a popular channel for companies to advertise their products. The rise of internet and social media shows the significance and promising business opportunities for online advertisement implementation. One way to advertise is through celebrity endorsers. Fila, a worldwide sportswear company, appointed BTS, the popular K-pop boyband, as their representative endorser. This research uses the theory of celebrity endorsement,social media, and online advertisement. The research design uses qualitative approach. For data collection this study relies on literature review and online observation. This study examineswhy BTS is a credible celebrity endorser, as well as the advantages and risks of having celebrity endorsers in social media and how it implemented in official social media accounts of Fila. Results shows that BTS appointed as an endorser because of their good image that represents Fila products, and BTS’ image as a boyband group that has enthusiasm, positivity, and written communication with fans it’s in harmony with Fila’svalue. Results also shows BTS is a credible endorser and able to personalize Fila products. BTS has the expertise, trust, as well as likability from their fans all over the world.

scholarly journals Membership in the digital era

2020 ◽  
Vol 57 (1) ◽  
Author(s):  
Gabriella Scaramuzzino ◽  
Roberto Scaramuzzino
Keyword(s):  
Social Media ◽  
Trade Unions ◽  
New Technologies ◽  
Civil Society Organizations ◽  
Media Communication ◽  
Digital Era ◽  
Use Of Internet ◽  
Social Media Communication ◽  
Point Of Departure ◽  
Internet And Social Media

The aim of the article is to explore trade unions’ use of Internet and social media in communicating with members and to understand membership in the digital era. A point of departure is that new forms of relationships between individuals and organizations are on the rise as our present societies become more digitalized, which has changed how citizens interact, mobilize, and organize. Digitalization has been discussed as a driving factor behind membership decline and disengagement, but also as an opportunity to revitalize the labor movement. Drawing on theories on social movements, interest groups, and civil society organizations the article adopts a multi-dimensional perspective that understands membership as participation, resource, representativeness, and identity. It presents results from a qualitative study of two Swedish trade unions. The empirical data consists of documentation from websites and social media complemented by interviews with employees with knowledge about the unions’ Internet and social media communication. The results show that Swedish unions do not seem to be adapting to new technologies, rather using them as opportunities for strengthening and reviving membership without re-formulating its premises.

scholarly journals Social Media and the Quality of Subjective Well-Being; Counseling Perspective in Digital Era

2018 ◽  
Author(s):  
Zadrian Ardi ◽  
Indah Sukmawati
Keyword(s):  
Social Media ◽  
Well Being ◽  
Subjective Well Being ◽  
Social Community ◽  
Digital Era ◽  
Internet Users ◽  
The Social ◽  
The World ◽  
The Impact

Various studies in the information technology revealed that there has been a change in the trend of internet use in recent years. Internet users in the world prefer to spend time accessing the internet through the social media. Social media with a variety of platforms provides special communities with their own uniqueness and allows users to share lots of content. The members involves creates a new social community with various phenomena, both positive and negative. Counselors in the millennium era are required to have the insight andknowledge that is qualified to deal with the well being conditions of individuals from activities in social media. Counselors are also required to have specific skills in providing handling with the condition of well being individuals related to the impact of activities on social media.

Digital Era Governance and Social Media

2020 ◽  
pp. 19-35
Author(s):  
Abdul Malik Omar
Keyword(s):  
Social Media ◽  
New Media ◽  
New Technologies ◽  
Digital Era ◽  
The World ◽  
Governance Process ◽  
Digital Governance ◽  
Digital Dividend ◽  
Development Application

Digital technology is at the forefront of transforming how governments operate around the world. Using Brunei's Information Department (InfoDept) as a case study, this chapter looks at how the agency has evolved from its inception in the 1950s to 2019 in its embrace of both old and new media to pursue its mission and objectives as a government-run media agency. The results demonstrate how new media, such as social media, can complement old media if done right. The case study on InfoDept contributes to the growing field of research related to the increased advancement, development, application, and impact of new technologies in bolstering the digital governance process. This chapter also provides strong evidence on how governments can improve its general governance process and unlock the digital dividend in the 21st century by incorporating new media into its public policy architectonic. Salient lessons for policymakers and practitioners on digital governance have also been presented in this chapter.

scholarly journals Internet Trolling: Analyzing The Legal Myths And Facts

2019 ◽  
Vol 8 (5C) ◽  
pp. 1429-1431 ◽  
Keyword(s):  
Social Media ◽  
The Internet ◽  
The Social ◽  
The World ◽  
Social Media Platforms ◽  
Internet And Social Media

The internet and social media is bringing the world closer. It keeps us connected as it is not possible for people to carry any social visits personally due to their hectic schedule. However trolling is a menace in the age of internet and social media. Some people with malicious intentions tend to misuse the social media platforms and thereby cause trouble to other innocent users. Therefore a person who opens an account on social media shall behave in a civilized way and use the social media in decent way so that there is no trouble caused to other social media users.

scholarly journals The Influence of Hijab Celebrity Instagram as an Endorsement on Purchase Intention

2021 ◽  
Vol 19 (2) ◽  
pp. 33
Author(s):  
Devi Noviyanti ◽  
Restu Khaliq
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Celebrity Endorser ◽  
Version 2.0 ◽  
Celebrity Endorsers

Celebrity endorsers influence celebrity endorsers who wear the hijab on a person's purchase intentions. A total of 91 respondents were taken in this study, all of whom had seen celebrity endorsers wearing hijabs advertising products/services on Instagram social media. SmartPLS software version 2.0.M3 was using, and research shows a significant influence of trustworthiness, attractiveness, and expertise on one's purchasing intentions. The T-statistic value of all dimensions of the celebrity endorser variable towards purchase intentions is more significant than 1.96, by 3.213, 3.121, and 2.832, respectively.Keywords: celebrity endorsers, hijab, purchase intentions.

scholarly journals Manajemen Konten dan Adaptasi Suara Muhammadiyah di Era Digital

2020 ◽  
Vol 9 (2) ◽  
pp. 248-265
Author(s):  
Filosa Gita Sukmono ◽  
Fajar Junaedi
Keyword(s):  
Social Media ◽  
Research Method ◽  
Research Result ◽  
Community Organizations ◽  
Media Management ◽  
Digital Revolution ◽  
Digital Era ◽  
The World ◽  
Research Goal

Suara Muhammadiyah merupakan majalah tertua di Indonesia, di bawah pengelolaan Muhammadiyah yang merupakan salah satu organisasi masyarakat terbesar di Indonesia. Penelitian ini bertujuan mengetahui bagaimana Suara Muhammadiyah dapat beradaptasi dengan perubahan digital. Metode penelitian yang digunakan dalam penelitian ini adalah studi kasus. Teknik pengumpulan data dengan wawancara dan observasi. Penelitian ini menghasilkan temuan bahwa era digital adalah salah satu tantangan yang harus dilewati oleh majalah tertua di Indonesia ini. Artikel ini menunjukkan bagaimana adaptasi yang dilakukan oleh Suara Muhammadiyah di era digital beserta dengan permasalahan yang dihadapi, terutama perubahan perilaku audiens.  Pada era digital Suara Muhammadiyah ada dua versi digital yaitu website dan majalah digital. Selain mengembangkan versi majalah digital dan website, Suara Muhammadiyah beradaptasi dengan selera audiens dengan membuat podcast serta secara aktif mengelola media sosial. Dengan manajemen media yang adaptif terhadap perubahan teknologi dan audiens, Suara Muhammadiyah bisa terus berkembang di masa yang akan datang.Suara Muhammadiyah is the oldest magazine in Indonesia, which is owned by one of the most prominent community organizations in Indonesia, Muhammadiyah. Suara Muhammadiyah always tries to develop and adapt to the transformation of the world. The research goal is to explore how Suara Muhammadicah adapts to the digital revolution. The research method was a case study. The research result showed that the digital era was a challenge that should be overcome by this Indonesian oldest magazine. This research showed how the adaptation performed by Suara Muhammadiyah in the digital era and the problems it faced, especially the change of audience behavior. In the digital era, Suara Muhammadiyah consisted of two versions, a website and digital magazine. In addition to those versions, Suara Muhammadiyah also created a podcast and actively managed social media to adapt to current audience preferences. By maximizing adaptive media management towards changes in technology and audiences, Suara Muhammadiyah can still exist in the future.

ANALYSIS OF CELEBRITY ENDORSEMENT INFLUENCE ON PURCHASE INTEREST: THE CASE STUDY OF A SKINCARE PRODUCT

2018 ◽  
pp. 44-51
Author(s):  
Putu Nina Madiawati ◽  
Mahir Pradana ◽  
Luthfiany Alrasyid
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Celebrity Endorsement ◽  
High Category ◽  
Promotional Strategy ◽  
Analysis Technique ◽  
Advertising Appeal ◽  
The One ◽  
The Right ◽  
Celebrity Endorsers

Companies must have the right promotional strategy, one of them is using social media as a “container” for company’s promotion. In promotion through social media celebrity endorsers are often used as a means of attraction so that to get more attention from consumers. Many marketers use celebrity endorsers to promote their products and strenghten the related purchase intention. The purpose of this research is to know whether or not there is a significant influence between celebrity endorsement on the one hand and buying interest in the advertising appeal on the other. The research has been carried out on the example of MDGlowing skincare product. The research has been based on quantitative and descriptive methods. Sampling was carried out using probability sampling of the random sampling type, with the number of respondents as many as 100 people. The data analysis technique selected was path analysis. According to the results of our study, celebrity endorsers (selebgram) contribute with 78.06% (high category), advertising appeal contributes also with 78.06% (high category), purchase intention reached 73.2% with high category. Celebrity endorsement significant effects on advertising appeal with the contribution of 48,7%; advertising appeal has significant effect on purchase intention with the contribution of 28,3%; celebrity endorsement has effect on purchase intention with the contribution of merely 5,29%, and finally, celebrity endorsement influences purchase intentions through advertising appeal with the contribution equal to 37% sharp.

Influencing Customers Globally Through Unique Branding and Positioning Strategy

2019 ◽  
pp. 128-144
Author(s):  
Namrata Maheshwari
Keyword(s):  
Social Media ◽  
Global Market ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Positioning Strategy ◽  
Transportation Sector ◽  
Customized Products ◽  
Use Of Internet ◽  
Internet And Social Media

Uber has brought innovative changes in the transportation sector and popularized the online booking habits worldwide among customers. They introduced the use of internet and social media marketing to develop and position their brand. Within a decade, the customer's support has taken them into a secured place in global market. The customer's internet friendly behavior has supported the business, but simultaneously their unique marketing strategies also helped them in getting worldwide recognition. They provided customized products and services according to countries and customers' requirements. They offered drivers a partnership of the organisation which was a unique strategy and referrals and social media marketing strategies brought a new height to the business. The study covers the marketing, branding and positioning strategies of Uber and suggests a framework for better implementation of strategies.

E-Learning and Its Practical Application for Growth and Success in Industries

2020 ◽  
pp. 269-291
Author(s):  
Disha Awasthi
Keyword(s):  
Social Media ◽  
Virtual Reality ◽  
Social Networking ◽  
Mobile Learning ◽  
Practical Application ◽  
Learning Tool ◽  
Life Long Learning ◽  
The World ◽  
E Learning ◽  
Use Of Internet

E-learning is on the rise continuously with day-to-day innovations in the technology. Now, one can see the increasing trend in the use of Mobile Learning, Virtual Reality, Games, Videos, Social Media, Interactive Tutorials, etc. as e-learning has become a life-long learning tool. E-learning uses the approach of – Anywhere, Anytime, Anyone. Use of internet, social networking groups are keeping people updated with the latest happenings around the world. Model of e-learning proposed in the chapter for implementation in the industries covers linkages with the various existing systems and provides an effective way to create a culture supportive of e-learning.

The Digital Transformation of Companies

2021 ◽  
pp. 27-43
Author(s):  
Miryam Ben Ali ◽  
Chokri El Fidha
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Web 2.0 ◽  
Digital Transformation ◽  
Dynamic Framework ◽  
Digital Era ◽  
The World ◽  
Online Consumer ◽  
Online Reputation ◽  
The Relationship

The emergence of social media has given birth to a new culture in the digital era of Web 2.0 and has new forms of communication through social interactions between actors in the economic scene. In this era of digitalization, great attention is paid to the online reputation of companies. Now, company success is often measured by their ability to use social media and their level of social interaction with customers. Thanks to the development of online collaborative platforms, the world of business has seen new forms of online consumer engagement with companies and active participation in their value chains. This dynamic framework demonstrates the importance of understanding relationship that are forged online between consumer and organization. The authors try to explain the opportunity to co-create value by focusing on the relationship that may exist between the online reputation of companies and the co-creation of value with the consumer.

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