scholarly journals Effects of user-generated content on social media advertising strategi

2021 ◽  
Vol 2 (1) ◽  
pp. 139-148
Author(s):  
Zahwa F Jasmine ◽  
Fadillah Fadillah
Keyword(s):  
Social Media ◽  
Information Age ◽  
Brand Awareness ◽  
Case Study Method ◽  
New Developments ◽  
Two Factors ◽  
Social Media Advertising ◽  
Consumer's Perception ◽  
Core Message

Both the use of UGC in the designing process of social media advertising  and social media advertising itself, are two relatively new developments following the information age. Time and time again the various effects and outcomes of UGC in social media advertising, including positive and negative responds which accordingly changed audience perception of the advertised. One recent example is the use of #GundalaFanart, a call for fan art submissions to promote the 2019 Indonesian superhero movie, Gundala. The case study method will be used to analyze the implementation of this UGC on the advertising of Gundala, and to provide an example of how much it affects brand awareness or image. We arrive to the conclusion that the UGC #GundalaFanart received positive attention from both familiar and new audience due to two factors; the form of the UGC itself aligns well with the film’s image and core message, and aligns as well with the product’s position within the consumer’s mind. These two factors are important to ensure effectiveness when designing and implementing UGC into a social media advertisement campaign. The UGC has significant effect on the reputation of the product or brand, which in turn affects the consumer’s perception of it, subsequently also affecting the decision making process in consuming said product.

scholarly journals Social Media Branding Strategy in StartUp Business

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Arsiyanti Lestari ◽  
Siswantini Siswantini
Keyword(s):  
Social Media ◽  
Single Case ◽  
Product Category ◽  
Business Strategies ◽  
Brand Awareness ◽  
Branding Strategy ◽  
Case Study Method ◽  
Qualitative Methodologies ◽  
Selection Of

Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up. Keywords: brand, brand awareness, social media, social media branding, strategy

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 PENDIDIKAN LITERASI DIGITAL DI KALANGAN USIA MUDA DI KOTA BANDUNG

2018 ◽  
Vol 16 (2) ◽  
pp. 146 ◽  
Author(s):  
Hana Silvana ◽  
Cecep Darmawan
Keyword(s):  
Social Media ◽  
Young People ◽  
Digital Literacy ◽  
Positive Impact ◽  
Literacy Programs ◽  
Case Study Method ◽  
The Media ◽  
The Government ◽  
Use Of Social Media

AbstrakFenomena pengunaan media sosial sebagai media online semakin massive pada dekade ini. Kalangan muda sebagai generasi milenial atau digital native merupakan pengguna terbesar dalam penggunaan media sosial saat ini. Penelitian mengenai literasi digital masih jarang dilakukan terutama di Indonesia. Subyek penelitian ini adalah kalangan usia muda dengan rentang usia 17–21 tahun yang merupakan pengguna aktif media sosial. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Informan yang dijadikan sampel penelitian sebanyak 5 orang dan 1 orang informan kunci dari pakar literasi media. Temuan yang diperoleh pada penelitian ini menunjukan pentingnya program literasi digital yang memberikan dampak positif bagi pengetahuan, pemahaman dan keterampilan dalam menggunakan media terutama media sosial yang saat ini sering dijadikan sumber informasi oleh khalayak terutama oleh kalangan yang berusia muda. Program ini memberikan kontribusi yang signifikan pada penyebaran informasi dalam menggunakan media massa terutama media sosial yang digunakan oleh kalangan usia muda sehingga ada kesadaran dalam menggunakan media. Pada pendidikan pelatihan (diklat) ini peserta belum semua mempunyai keahlian ini dikarenakan keahlian ini memerlukan latihan yang terus menerus dan konsisten sehingga mereka dapat melakukannya dengan baik. Oleh karena itu pendidikan literasi digital merupakan solusi yang dapat dilakukan oleh pemerintah dan elemen masyarakat dan civitas akademika yang peduli terhadap kemajuan bangsa. AbstractThe phenomenon of the use of social media as an online media is increasingly massive in the use of this decade. Young people as the native millennial or digital generation are the biggest users in the use of social media today. Research on digital literacy is still rare, especially in Indonesia. The subjects of this study were young people aged 17-21 years that were active users of social media. This study uses a qualitative approach to the case study method. The informants who were used as research samples were 5 people and 1 key informant from media literacy experts. The findings obtained in this study indicate the importance of digital literacy programs that have a positive impact on knowledge, understanding and skills in using the media, especially social media which is now often used as a source of information by audiences, especially among young people. information on using mass media, especially social media used by young people so that there is awareness in using the media. In this education participants do not all have this expertise because this skill requires continuous and consistent training so that they can do it well. Therefore digital literacy education is a solution that can be done by the government and elements of society and academics who care about the progress of the nation.

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 Virality in Social Media Advertising: A Case Study in Bandung Tourism

2019 ◽  
Vol 12 (3) ◽  
pp. 204-211
Author(s):  
Riefky Amarullah Romadhoni ◽  
◽  
Manahan Siallagan ◽  
Lidia Mayangsari
Keyword(s):  
Social Media ◽  
Social Media Advertising

scholarly journals Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 147
Author(s):  
Kevin Kevin ◽  
Sinta Paramita
Keyword(s):  
Public Relations ◽  
Communication Theory ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Case Study Method ◽  
Literature Study

Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.

scholarly journals Pengaruh Media Sosial Twitter Terhadap Wawasan Kebangsaan Remaja Indonesia dari Perspektif Psikologi Sosial

2021 ◽  
Vol 3 (3) ◽  
pp. 230-235
Author(s):  
Nayla Rizqiyah ◽  
Dinie Anggraeni Dewi
Keyword(s):  
Social Psychology ◽  
Social Media ◽  
Case Study Method ◽  
Public Figures ◽  
The Social ◽  
Psychology Theory ◽  
Twitter Users ◽  
Main Instrument ◽  
And Behavior

The stage of human development in psychology is divided into several phases. In this case, the social psychology theory of development and behavior will be used to explore the patterns of social media influence. By using the case study method, this study aims to determine how the influence of Twitter social media on the national insight of adolescents. According to Erikson, adolescence begins at the age of 15-20 years. The main instrument that influences the national insight of the younger generation today is content from Twitter users themselves, as well as from influencers or public figures who provide knowledge or introduce new mindsets in dealing with national issues. Sometimes it is just to add the national insight that Twitter users have. The purpose of writing this article is to find out how teenage Twitter users are able to accept existing content and how it affects their national insight

scholarly journals TRAVEL SELFIE DAN DESTINATION IMAGE: STUDI KASUS TAMAN BUNGA JALAN JALUR LINGKAR SELATAN (JJLS) YOGYAKARTA

2018 ◽  
Author(s):  
Ari Yuniarso ◽  
Tri Wiyana ◽  
Arif Zulkarnain ◽  
Iwan Khrisnanto
Keyword(s):  
Social Media ◽  
Alternative Media ◽  
Qualitative Approach ◽  
Destination Image ◽  
Online Information ◽  
Case Study Method ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
The Masses

<p>Fotografi dan pariwisata saat ini dianggap tidak dapat dipisahkan. Secara umum, tren yang terjadi dalam fotografi serta teknologinya telah berubah secara signifikan dan telah menjadi jauh lebih kompleks dan berbasis <em>online</em><em> media</em>. Media sosial dan beberapa jejaring sosial telah muncul sebagai suatu fenomena yang sebagai sumber informasi online baru yang dibuat, diinisiasi, diedarkan dan digunakan oleh konsumen yang bermaksud untuk mendidik satu sama lain tentang produk, merek, layanan, kepribadian, dan masal. Pembahasan dalam penelitian ini adalah tentang <em>travel selfie</em> sebagai media alternatif promosi destinasi wisata. Obyek penelitian ini berdasarkan fenomena kebun bunga di sepanjang pinggir Jalan Jalur Lintas Selatan(JJLS) Desa Srigading, Kecamatan Sanden, Kabupaten Bantul, Yogyakarta. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data yang akan dianalisis adalah hasil <em>interview</em> pengunjung dan pemilik kebun bunga. Juga dilakukan pengamatan foto-foto yang muncul di media sosial untuk melihat respon terhadap obyek wisata tersebut. Tujuan penelitian ini untuk mengetahui kategori paling populer terhadap suatu citra destinasi, dan selanjutnya analisa deskripsi dilakukan untuk mendapatkan model bahwa <em>travel selfie</em>dianggap sebagai elemen yang lebih penting untuk media alternatif destinasi wisata.</p><p> </p><p><strong>Kata Kunci: </strong>travel selfie, social media, destination image</p><p> </p><p> </p><p align="center"><strong><em>ABSTRACT</em></strong><strong><em>:</em></strong><em></em></p><h5><em>Photography and tourism are now considered inseparable. In general, trends in photography and technology have changed significantly and have become much more complex and online-based media. Social media and social networks have emerged as a phenomenon as a new source of online information created, initiated, circulated and used by consumers who intend to educate each other about products, brands, services, personalities, and the masses. The discussion in this study is about travel selfie as an alternative media promotion of tourist destinations. The object of this research is based on flower garden phenomenon along the edge of Jalan Jalur Lintas Selatan (JJLS) of Desa Srigading, Kecamatan Sanden, Kabupaten Bantul, Yogyakarta. This research uses qualitative approach with case study method. The data to be analyzed is the result of interviews of visitors and flower garden owners. Also observed photographs appearing on social media to see the response to these attractions. The purpose of this research is to know the most popular category of destination image, and further description analysis is done to get the model that travel selfie considered as more important element for alternative media of tourist destination.</em></h5><p><strong><em> </em></strong></p><p><strong><em>Keywords</em></strong><strong><em>: </em></strong><em>travel selfie, social media, destination image</em></p>

scholarly journals Social Media Da'wah Literacy on the West Java Saber Hoaks Program

2021 ◽  
Vol 15 (1) ◽  
pp. 81-102
Author(s):  
Imron Rosyidi ◽  
Zaenal Mukarom ◽  
Rif'at Fatkhurrohman Jaelani
Keyword(s):  
Social Media ◽  
Preventive Measures ◽  
Religious Conflict ◽  
Case Study Method ◽  
False Information ◽  
West Java ◽  
Study Results ◽  
Information Verification ◽  
Use Of Social Media

Hoax or false information is a problem and one of the impacts of the unwise use of social media. The spread of hoaxes on social media can potentially break the unity and trigger religious conflict. In response to these problems, West Java Saber Hoaks was formed to suppress and prevent the spread of hoaxes on social media. The purpose of this study is to reveal: (1) Jabar Saber Hoaks' efforts in preventing hoaxes; and (2) literacy of social media da'wah by Jabar Saber Hoaks. This study uses a case study method with a qualitative approach. Based on the study results, the following findings were obtained: (1) There were four efforts made by West Java Saber Hoaks to prevent hoaxes, namely opening a complaint service and monitoring content that has the potential to be a hoax, clarifying information, and providing literacy. (2) Social media da'wah literacy by West Java Saber Hoaks is carried out using preventive measures and information verification. From the results of this study, there are significant and recommendations, namely: (1) There is a need for mainstreaming social media literacy. (2) There is a need for preventive da'wah efforts on social media to ward off hoax information.Hoaks atau false information merupakan problematika dan salah satu dampak yang ditimbulkan dari penggunaan media sosial yang kurang bijak. Penyebaran hoaks di media sosial dapat berpotensi memecah persatuan dan memicu konflik keagamaan. Menyikapi persmasalahan tersebut, Jabar Saber Hoaks dibentuk untuk menekan dan menangkal penyebaran hoaks di media sosial. Tujuan dari studi ini ialah untuk mengungkap: (1) Upaya Jabar Saber Hoaks dalam menangkal hoaks; dan (2) Literasi dakwah media sosial oleh Jabar Saber Hoaks. Studi ini menggunakan metode studi kasus dengan pendekatan kualitatif. Berdasarkan hasil studi, didapatkan temuan berikut: (1) Ada empat upaya yang dilakukan Jabar Saber Hoaks dalam menangkal hoaks, yaitu membuka layanan aduan, memantau konten yang beprotensi hoaks, mengklarifikasi informasi dan memberikan literasi. (2) Literasi dakwah media sosial oleh Jabar Saber Hoaks dilakukan dengan cara upaya preventif dan verifikasi informasi. Dari hasil studi ini ada signifikasi dan rekomendasi, yaitu: (1) Perlu adanya mainstreaming literasi media sosial. (2) Perlu adanya uapaya dakwah preventif di media sosial untuk menangkal informasi hoaks.

scholarly journals CAPAIAN UNGGAHAN KONTEN AKUN INSTAGRAM GEMBIRA LOKA ZOO (GLZOO) YOGYAKARTA TERHADAP ONLINE ENGAGEMENT PADA MASA PANDEMI COVID-19

2020 ◽  
Vol 15 (1) ◽  
pp. 81
Author(s):  
Dwi Nur Laela Fithriya
Keyword(s):  
Social Media ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Descriptive Research ◽  
Online Engagement ◽  
Tourism Sector ◽  
Qualitative Descriptive

The tourism sector is one of the sectors that was hardest hit when the Covid-19 pandemic hit Indonesia. Tourist visits during the Covid-19 pandemic decreased dramatically. To overcome this situation, serious efforts are needed to keep tourist destinations in demand by visitors, including the case study of Gembira Loka Zoo (GLZoo) Yogyakarta. One of the efforts taken by GLZoo managers is through social media, such as Instagram, in order to maintain the brand awareness of GLZoo as a tourist destination. Tourist destinations that are closely related to social media, in which there is a term that has an important meaning and role, namely online engagement which is a psychological response from social media users (Instagram). Online engagement aims to see how much the uploads on Instagram social media have achieved. This paper uses a qualitative descriptive research method, namely finding a fact with the correct interpretation. Hopefully, with marketing communication using Instagram, it is so that brand awareness in the minds of consumers is maintained, the final goal is of course the top of mind stage. In addition, to get maximum engagements, the GLZoo Instagram account manager seems to have to pay attention to several factors: 1). type of content, 2) upload time, 3) caption, and 4) hashtags. So, when tourists have thoughts of wanting to travel in a category that suits GLZoo, the first thing that tourists remember is GLZoo spontaneously without any assistance or stimulus. Sektor pariwisata merupakan salah satu sektor yang paling terpukul saat pandemi Covid-19 melanda Indonesia. Kunjungan wisatawan saat masa pandemi Covid-19 menurun drastis. Melihat kondisi tersebut, dibutuhkan upaya untuk tetap menjaga agar destinasi wisata tetap diminati oleh para pengunjung, yang dalam tulisan ini penulis mengambil studi kasus Gembira Loka Zoo (GLZoo) Yogyakarta. Salah satu upaya yang ditempuh oleh pengelola GLZoo agar para pengunjung tetap mengingatnya adalah melalui media sosial yang dalam tulisan ini adalah Instagram. Hal ini supaya brand awareness GLZoo sebagai destinasi wisata tetap terjaga, tetap mengenali dan teringat  dibenak masyakarat. Destinasi wisata yang erat kaitannya dengan media sosial, di dalam nya terdapat satu istilah yang memiliki makna dan peran penting yaitu Online engagement yang merupakan respon psikologis dari pengguna media sosial (Instagram) yang dikelompokkan sebagai tindakan interaktif, antara  pengguna media sosial dengan akun destinasi wisata. Online engagement bertujuan untuk melihat seberapa besar capaian dari unggahan-unggahan di media sosial Instagram. Tulisan ini menggunakan metode penelitian deskriptif kualitatif, yaitu pencarian suatu fakta dengan interpretasi yang tepat. Diharapkan, dengan komunikasi pemasaran menggunakan Instagram adalah supaya brand awareness di benak konsumen tetap terjaga, tujuan akhir tentunya adalah pada tahapan top of mind. Selain itu, untuk mendapatkan engagements yang maksimal, pengelola akun Instagram GLZoo nampaknya harus memperhatikan beberapa faktor: 1). jenis konten, 2) waktu upload, 3) caption, dan 4) hashtags. Sehingga ketika wisatawan mempunyai pikiran ingin berwisata dengan kategori yang sesuai dengan GLZoo maka yang pertama kali diingat dibenak wisatawan adalah GLZoo secara spontan tanpa harus diberikan bantuan atau stimulus.

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