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Journal articles on the topic 'Digital social media communication strategy'
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1
E Rizky Wulandari. "DIGITAL STRATEGY OF POLITICAL COMMUNICATION MEDIA ON SOCIAL MEDIA." Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam 4, no. 1 (2021): 61–74. http://dx.doi.org/10.38073/wasilatuna.v4i1.555.
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 This research study is used to find out the political communication strategies used in today's media era with the presence of digital media. Mastery of digital media is the latest technology needed in changing society. Social media is becoming a media that is more used by legislative candidates because it has a targeted impact on prospective voters who are desired by political candidates. Communication strategies carried out to successfully communicate politics require several related strategies, either directly or using approaches through social media. This research method uses qualitative approaches and case study methods.
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Loureiro, Marlene. "Communication agencies and social media as a communication strategy – Portuguese case study." European Conference on Social Media 10, no. 1 (2023): 125–33. http://dx.doi.org/10.34190/ecsm.10.1.1104.
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The topic "communication agencies and social media as a communication strategy" arose from the need to understand how digital platforms, namely social media, are used as a communication strategy in the business world. Nowadays, organisations are increasingly aware of the importance of digital platforms and social media in the communication of their products and services, as well as their brand image. The online communication of an organisation has to be coordinated, the different channels and tools have to be in harmony and the message and image have to articulate with each other. Thus, the research question "What is the importance of digital platforms and social media as a communication strategy? The research objectives are: (1) to understand the importance of using digital platforms and social media as a communication strategy for organisations; (2) to analyse the management and production of digital content by a communication agency; (3) to identify what type of company requests a communication strategy; (4) to analyse the change in communication strategies after COVID-19. Methodologically, this case study will describe the communication strategy of a communication agency, using digital platforms and social media, and how it applies it in the communication management of client companies. This analysis will be enriched by an interview with the CEO and Creative Director of the communication agency under study. The results reiterate that companies are increasingly investing in communication through digital platforms, with the aim of reaching the consumer faster and more easily. Through this research it was possible to find out that digital platforms have a great importance in the companies' communication strategy, being fundamental for their dissemination and contact with the potential consumer.
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Diniati, Anisa, Klara Tania Setyawan, and Martha Tri Lestari. "Instagram Social Media as Peruri's Public Relations Strategy in Communicating with the Public." Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia 8, no. 1 (2023): 250–64. http://dx.doi.org/10.25008/jkiski.v8i1.743.
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Social media provides almost unlimited connection opportunities. Organizational public relations place social media as a platform for carrying out public communication and strategic communication. Determining how to approach and forge relationship between the institution and the community is a strategic communication that the organization needs to put forward. Perum Peruri as the Money Printing Public Company of the Republic of Indonesia manages Instagram social media as part of the effort to communicate with the public. This study aims to see and describe how is Peruri's public relations strategy to utilize Instagram as a means of communication with the public. This research focuses on activities carried out in digital media; characteristics of digital media use; and strategic planning for communicating with the public. This research uses a qualitative approach and descriptive research type. The research took place for three months from October to December 2021. Data of the research was collected through an interview with Yahdi Lil Ihsan as the Secretariat, Protocol and Corporate Communication Bureau of Peruri, and observations through social media monitoring. The results of the study show that the Management of Instagram social media by Peruri aims to build an image as digital security with guaranteed product authenticity and safety. Peruri's PR uses social media as its strategy for communicating with the public. The strategy comprises five stages including mapping the institution's image in the eyes of the public, conducting editorial planning, collecting data to create content, distributing content through Instagram social media, and evaluating (monitoring).
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Duttowibowo, Satrio Dhandy. "STRATEGI PROMOSI DIGITAL LIQUID CRACKZ." Commercium 7, no. 2 (2023): 79–86. http://dx.doi.org/10.26740/tc.v7i2.56115.
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This research aims to find out how the liquid crackz digital promotion strategy is. This research is a qualitative descriptive research with a case study method. The paradigm used is the constructivism paradigm in which social processes are obtained through actions and interactions created by individuals continuously so as to produce a reality that is owned and experinced individually. Data collection was obtained through observation an in-depth interviews. The results of this study indicate that the promotion strategy used by liquid crackz is by utilizing marketing communications with the concept of liquid crackz marketing communication strategies through social media. Social media plays in important role in promoting liquid crackz on instagram
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Ikhsano, Andre, Denise Ferinda Sutanto, and Yolanda Stellarosa. "Communication Strategy of the Ministry of Communication and Information Technology in Preventing the Spread of Hoax on Social Media." Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia 8, no. 1 (2023): 208–16. http://dx.doi.org/10.25008/jkiski.v8i1.750.
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Social media offers various interesting features with their respective advantages, such as a medium for communicating, making transactions, building communities, learning, and running a business. These features can be accessed anywhere and anytime, with only an electronic device and an internet connection. However, with these various advantages and conveniences, not a few people abuse social media by spreading fake news or hoaxes. One of the government institutions in Indonesia that has duties and functions in stopping, monitoring, and preventing the spread of hoaxes is the Ministry of Communication and Informatics (Kemkominfo). This study aims to analyze the communication strategy of the Ministry of Communication and Informatics to prevent the spread of hoaxes on social media. This research uses a qualitative descriptive method and data is collected through interviews with two internal parties of the Directorate General of Information and Public Communication at the Ministry of Communication and Informatics; and communication specialists. The results showed that the communication strategy implemented by the Ministry of Communication and Informatics to prevent the spread of hoaxes on social media was to use digital literacy.There are four (4) pillars that are the main points in the digital literacy program, namely digital security, digital ethics, digital culture, and digital skills.
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Siregar, Achmad Zulfikar, and Fajar Maulana. "Digital Marketing Strategy And Social Media For Culinary Business." MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi 1, no. 01 (2022): 32–36. https://doi.org/10.58471/mar-ekonomi.v1i01.229.
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Social media users are currently an opportunity for Micro, Small and Medium Enterprises (MSMEs) to market their products, which is known as the previous digital marketing strategy, replacing traditional marketing strategies. The new digital marketing strategy was applied to the Pala Nusantara Small and Medium Enterprises, which previously only did marketing by offering products to stores. Assessment of effectiveness in digital marketing uses the theory of Marketing Communication Integration as a communication tool in conveying information to consumers. sales time by business owners can be done at any time, purchases can be made instantly so that for business owners using marketing on social media it becomes effective in terms of receipts from sales made and benefits for consumers, namely it is more efficient in buying products without having to go to the store. You need to understand that in building a culinary business, not only taste is the main thing for a culinary business. But also packaging, product photos, and so on are also the main attraction for potential buyers.
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Sumarah, Darmadi Joko, Pawito Pawito, and Albert Muhammad Isrun Naini. "Communication Strategy of KPPBC TMP B Balikpapan In Instagram Account : @pojok.inspirasi.bpn Personification As A Strategy “Remaja Hobi Ngopi”." International Journal of Science and Applied Science: Conference Series 6, no. 1 (2022): 42. https://doi.org/10.20961/ijsascs.v6i1.69934.
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The low level of media literacy in Indonesian society, especially in the sphere of social media, coupled with the emergence of a pessimistic view of the Government’s public communication, demands changes to the Government’s social media accounts. KPPBC TMP B Balikpapan, the representative of the Government, found the same condition and tried to find the answer. This study aims to explain digital communication policies carried out in social media. In-depth interviews were conducted with key informants to reveal insights into the communication phenomenon under study. The result of this study state that the digital communication policy implemented by KPPBC TMP B Balikpapan is a branding strategy through the personification of “Remaja Hobi Ngopi.” The personification of teenagers who like drinking coffee has the power of a friendly and open impression on the community.
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Indrayani, Heni, Swita Amalia Hapsari, Hanif Wahyu Cahyaningtyas, and Rifqi Hindami. "ANALISIS PERKEMBANGAN PENELITIAN KOMUNIKASI PEMASARAN DAN KONTEN DIGITAL." DIALEKTIKA 6, no. 2 (2019): 118–34. http://dx.doi.org/10.32816/dialektika.v6i2.1261.
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 Students try to communicate scientifically through information written in their final project in the form of a Thesis. In the distribution of research topics in the Communication Studies program at Dian Nuswantoro University, most discussed digital content and marketing communication. Therefore, the purpose of this research is to analyze the development of digital content research and marketing communications. The method used is a descriptive quantitative method with a bibliometric approach from 21 thesis of Communication Studies Program students from August 2017 to March 2019. The results showed that the study of Communication Studies Program Students at Dian Nuswantoro University was the most adalagh of analyzing digital content and marketing communications. This is in accordance with specialization in the study program. Digital content both online media, social media and Youtube are discussed in terms of strategy and media platform content. Meanwhile, marketing communication research discusses the strategy side and impact of marketing communication.
 
 
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Torres Silva, Tarcisio. "Body Image as Strategy for Engagement in Social Media." Culture Unbound 7, no. 2 (2015): 331–55. http://dx.doi.org/10.3384/cu.2000.1525.1572331.
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Worldwide, the use of digital communication networks has been a key strategy in activist events involving demonstrations. Its use was evident in the media’s repeated publication of pictures taken on demonstrators’ mobile phones during actions that have overthrown heads of state during the Arab Spring in 2011. In countries such as Tunisia, Egypt, and Libya, social network websites and mobile communication devices (phones and notebooks) were used widely for organizing participants and for recording events. This work intends to analyze not only how communication technologies have contributed to the emergence of such events but also how image production can be interpreted in such environments. Since the use of social media in protests caught the attention of broadcasting media in 2009 during demonstrations in Iran, a strong connection can be noticed between the content circulating through digital communication technologies and the body. For images produced during the Arab Spring, the same is observed with a series of strategies connecting body image and social mobilization. Our intention is to contribute to the debate of political images, considering the way they have been produced in contemporary society, which deals with a complex environment composed of communication technologies, social organization, and the body itself.
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Khenresta, Tsanaa, Yonaz Salasa, and Rani Chandra Oktaviani. "Implementasi Digital Marketing PT. Taman Wisata Candi Selama Pandemik Covid-19." Emerging Markets : Business and Management Studies Journal 9, no. 1 (2021): 65–72. http://dx.doi.org/10.33555/embm.v9i1.191.
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This study discusses how the implementation of the marketing communication strategy of PT. TWC on social media during the Covid-19 pandemic. This study aims to understand the marketing communication strategy of PT. TWC on social media and understand the tactics and alternative promos of PT. TWC during the Covid-19 pandemic. The research was conducted in a qualitative descriptive manner by conducting interviews with internal informants, external informants, and expert informants. In addition, literature review and observations were carried out. This study shows that there is a digitalization trend carried out by PT. TWC. In addition, PT. TWC is also using virtual tours as an alternative tactic to its marketing communication strategy
 
 Keywords: Covid-19 pandemic, social media, marketing communication strategy, virtual tour
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Mustaqim, Andika Hendra. "STRATEGI KOMUNIKASI POLITIK DIGITAL PASCA-KEBENARAN." Jurnal Dakwah Risalah 29, no. 2 (2018): 116. http://dx.doi.org/10.24014/jdr.v29i2.6317.
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Post-truth in politics when it is warming up with various phenomena. The research objective revealed and explored in this study is how post-truth digital political communication strategies. The research method uses descriptive qualitative with a qualitative approach with critical paradigm and analysis. The post-truth political communication strategy that will be delivered is applicable and can be applied in the practice of political communication. The strategies are fake news: between facts and lies; near-lie: use the right words to form wrong impressions; deception with self delusion; spin: favorable interpretation of facts; euphemasia; repetition; personalization; and ignoring rationality, prioritizing emotions. The digital political communication strategy is more focused on how to use digital media for the benefit of political communication. The strategies are blogging; influencing public opinion; social media: building enggage and closeness; and mainstream media; focusing entertaining and attractive. These three strategies are based on digital media that are fully utilized in terms of digital political communication post-truth.
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Agil Hari, Aldo Savero Zahran, Firdi Ahmad Fariji, Muhamad Fauzan Kurniawan, and April laksana. "Strategi Komunikasi Antar Penjual dan Pembeli di Media Sosial dalam Strategi Pemasaran." Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi 1, no. 6 (2024): 156–65. https://doi.org/10.62383/konsensus.v1i6.479.
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This research discusses the communication strategy between sellers and buyers on social media as part of an effective marketing strategy. Social media has become a key platform in modern marketing due to its ability to create direct interaction and build relationships between sellers and buyers. The communication strategies applied include the use of relevant content, personal approach, quick response, and utilization of interactive features of social media. The results show that effective communication can increase customer engagement, build trust, expand market reach, and drive increased sales. However, there are challenges in maintaining communication consistency and facing increasing competition in the digital world. Therefore, an innovative and customer-focused approach is required to achieve success in marketing through social media. Communication strategies between sellers and buyers on social media play an important role in supporting the success of marketing strategies in the digital age. Social media has evolved into a major platform for direct interaction between sellers and buyers, offering ease of access, wide reach, and cost-effectiveness compared to traditional marketing methods. This research explores the various communication strategies used by sellers to build relationships with buyers, including the use of relevant and engaging content, a data-driven personalized approach, and prompt responses to customer needs and questions. This research concludes that an effective communication strategy on social media serves not only as a promotional tool, but also as a means to build long-term relationships between sellers and buyers. With the right approach, social media can be a powerful platform to support marketing success, increase customer satisfaction, and achieve overall business goals.
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Dani, Zaki Muhamad, and Gregorius Genep Sukendro. "Strategi Komunikasi Digital Media Sosial sebagai Media Promosi dan New Branding (Studi Kasus Media Sosial Om Moes)." Kiwari 2, no. 3 (2023): 493–502. http://dx.doi.org/10.24912/ki.v2i3.25893.
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 Social media is a medium that is used to build a self-representation of a company or individual, social media can be used to do digital marketing or digital marketing. Digital marketing is a marketing activity or promotion of a brand or product, using digital media or the internet. The goal is to attract potential customers broadly, quickly and precisely. This was also carried out by Om Moes' social media to promote the Moestopo Faculty of Communication Sciences to the public. Dr. Moestopo. Previously, the Moestopo Faculty of Communication Sciences had a social media account, but this social media was considered ineffective because the content was monotonous and too formal. This study uses a type of qualitative research that is useful for providing facts and data regarding Om Moes' Digital Social Media Communication Strategy as a Promotional Media and New Branding for the Moestopo Faculty of Communication Sciences. The results of this study are social media Om Moes conducting digital marketing through social media Instagram with content that contains information on the representation of Moestopo Faculty of Communication Sciences students because this is considered appropriate considering the target is young people.
 
 
 
 
 Media sosial merupakan media yang digunakan dalam membangun representasi diri sebuah perusahaan maupun individu, Media sosial dapat digunakan untuk digital marketing atau pemasaran digital. Digital marketing adalah tindakan memasarkan atau mempromosikan brand atau produk melalui media digital atau internet. Tujuannya adalah untuk menarik pelanggan potensial secara luas, cepat dan akurat. Hal ini pula yang dilakukan oleh media sosial Om Moes untuk mempromosikan Fakultas Ilmu Kominunikasi Moestopo kepada masyarakat, Om Moes merupakan akun media sosial yang didirikan dibawah naungan Fakultas Ilmu Kominunikasi Universitas Prof. Dr. Moestopo. Fakultas Ilmu Kominunikasi Moestopo sebelumnya mempunyai akun media sosial, namun media sosial tersebut dianggap tidak efektif karena isi konten yang monoton dan terlalu formal. penelitian ini menggunakan jenis penelitian kualitatif yang berguna untuk memberikan fakta dan data mengenai Strategi Komunikasi Digital Media Sosial Om Moes Sebagai Media Promosi Dan New Branding Fakultas Ilmu Kominunikasi Moestopo. Hasil dari penelitian ini adalah media sosial Om Moes melakukan pemasaran digital melalui media sosial Instagram dengan konten yang berisi informasi representasi mahasiswa Fakultas Ilmu Kominunikasi Moestopo karena hal ini dianggap tepat mengingat target yang merupakan anak muda.
 
 
 
 
 
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Wang, Jiayi. "Research on Zaras Social Media Marketing Strategy in the Context of New Media." Advances in Economics, Management and Political Sciences 56, no. 1 (2023): 131–38. http://dx.doi.org/10.54254/2754-1169/56/20231088.
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The digital revolution, characterized by widespread internet access and the burgeoning influence of social media, has heralded a new era of consumer engagement and transformed branding paradigms. Particularly impacted is the fashion domain, with brands navigating the tumultuous waters of dynamic trends and digital preferences. This paper delves into Zaras foray into this intersection of fashion and digital marketing, illuminating its triumphs in social media marketing (SMM) and underexplored areas. Despite Zaras commendable utilization of platforms such as Instagram, a glaring bidirectional communication gap needs to improve the establishment of authentic consumer connections. The advent of Generation Z accentuates this, introducing nuanced digital consumption behaviors that demand a revised SMM approach. Recommendations proffered include enriching content interactivity, fortifying influencer collaborations, and calibrating strategies tailored for Generation Z. Emphasizing the vitality of agility in branding, the study underscores the necessity for brands, even those at the pinnacle of their sectors, to perpetually evolve in harmony with the digital zeitgeist. Through a detailed exploration of Zaras digital endeavors, this research offers an instructive lens on the intricacies of modern digital consumerism, charting a direction for the fashion industry in the age of pervasive digital connectivity.
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Reshetnikova, Olha, Tetiana Diadyk, and Viktoria Danylenko. "CREATIVE CONTENT IN SOCIAL MEDIA AS A BRANDING STRATEGY." Economic scope, no. 201 (June 10, 2025): 138–43. https://doi.org/10.30838/ep.201.138-143.
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The article explores the specific features of creative content development in social media as a powerful factor in influencing target audiences and shaping brand perception. In the context of digital communication, social media platforms have become a key environment for brand interaction with consumers. This study investigates how different types and formats of creative content affect audience engagement, emotional resonance, and brand loyalty. A comprehensive analysis of contemporary trends reveals the growing importance of storytelling, visual aesthetics, interactivity, and personalization in creating content that resonates with users. The authors emphasize the multidimensional nature of creative content, which combines informativeness, entertainment value, and emotional impact. The research identifies the role of authenticity and relevance as essential components in capturing audience attention and stimulating communication within social media ecosystems. Special attention is paid to the influence of platform-specific algorithms, user behavior patterns, and the dynamics of content virality. Furthermore, the article addresses the integration of artificial intelligence tools and neural networks in the content creation process, highlighting the synergy between human creativity and technological advancements. The analysis includes successful cases from various industries and outlines strategic approaches to content planning, audience targeting, and message delivery. The study concludes with a set of recommendations for enhancing the effectiveness of creative content in digital branding strategies. The main effective strategies for influencing the target audience in the digital environment have been formed, including: targeting based on behavioral data, emotional branding, UGC integration, content differentiation, analytics, and flexible content adaptation. It underlines the necessity of a systematic, data-driven approach to content development that aligns with the needs and expectations of modern users. The findings contribute to a deeper understanding of content marketing mechanisms and offer practical insights for businesses aiming to strengthen their presence in social media through innovative and meaningful communication.
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Abdul Kohar, Eva Nurhaliza, Siti Ghina Rahma, Yulia Puspitasari, and Riska Ferdiana. "Strategi Komunikasi Digital dalam Meningkatkan Partisipasi Masyarakat Terhadap Program Pemerintah." SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi 3, no. 2 (2025): 90–98. https://doi.org/10.59841/saber.v3i2.2550.
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The development of digital technology has transformed how governments communicate with the public. Effective communication through digital media is key to increasing public participation in various government programs. This study analyzes digital communication strategies that can enhance community engagement. The use of social media, the development of digital tourism, and the dissemination of policies through digital platforms play an essential role in strengthening interactions between the government and society. Additionally, communication strategies in public transportation, the transition from analog to digital television broadcasting, and synergy in social activities also contribute to the effectiveness of government communication. An appropriate digital communication strategy should not only be informative but also interactive to build trust and enhance public engagement more effectively.
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Rayhan Pahlevi, Haggi, and Agustin Amborowati. "DIGITAL MARKETING COMMUNICATION ANALYSIS JAWA POS RADAR SOLO." Jurnal Manajemen Bisnis dan Terapan 2, no. 1 (2024): 206–20. http://dx.doi.org/10.20961/meister.v2i1.869.
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Digital marketing communication has a crucial role in the modern marketing era. In this context, digital media is an effective means to reach a wider audience and promote products or services efficiently. This research aims to find out how the implementation of digital marketing communication in Jawa Pos Radar Solo. This research uses a case study research design with descriptive discussion method. By describing data from interviews, observations, and company documents from the object of research, namely the implementation of digital marketing communications at Jawa Pos Radar Solo through various media. So that it can be explained about the implementation of digital marketing communication in Jawa Pos Radar Solo. Jawa Pos Radar Solo has successfully implemented digital marketing communication through various channels, including online public relations, online partnership, interactive advertising, opt-in email marketing, and social media marketing with one-way and two-way communication approaches with full control. Jawa Pos Radar Solo follows the AIDA (Awareness, Interest, Desire, Action) digital marketing communication model in their strategy. The digital marketing communication media used include websites, display ads, email, social media, blogs, word of mouth, and mobile marketing. Despite its success in implementing digital marketing communication, Jawa Pos Radar Solo also faces some obstacles. So to overcome these obstacles, it is necessary to implement several strategies to improve the digital marketing communication of Jawa Pos Radar Solo.
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Zuriani Ritonga, Rizkha Maulana, Sri Murniyanti, Karimi Karimi, and Hayanuddin Safri. "Pengembangan Strategi Pemasaran yang Berbasis Komunikasi Digital dalam Keputusan Pembelian Konsumen." OPTIMAL Jurnal Ekonomi dan Manajemen 5, no. 1 (2025): 602–12. https://doi.org/10.55606/optimal.v5i1.6589.
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This research aims to analyze the development of marketing strategies based on digital communication in purchasing decisions. This study uses a qualitative approach with a case study design to explore how digital communication strategies through social media affect consumer purchasing decisions. Based on the results of the research that has been conducted, it can be concluded that social media plays a significant role in consumer purchasing decisions, the effectiveness of digital communication strategies, and the development of customer loyalty. The study confirms that to achieve an effective digital communication strategy, businesses must consider various factors, such as the type of content, customer engagement, influencer utilization, and the selection of social media platforms that suit the characteristics of the target market.
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Kusuma, Reyhan arya, and Zahrotul Umami. "Transformasi Digital Humas Bandara Internasional Jenderal Ahmad Yani Semarang Melalui Instagram." Jurnal PIKMA : Publikasi Ilmu Komunikasi Media Dan Cinema 6, no. 2 (2024): 406–16. http://dx.doi.org/10.24076/pikma.v6i2.1474.
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Company public relations has a strategic role, especially in the context of communication and information distribution. This research will explore PT Angkasa Pura I's public relations strategy in utilizing Instagram as a digital transformation medium, with the hope of providing a deeper understanding of the company's efforts to communicate and disseminate information through social media. The purpose of this research is to describe PR strategies PT Angkasa Pura I General Ahmad Yani International Airport in disseminating information and communication in the era of digital transformation, especially through social media Instagram @semarangairport. This research uses a qualitative method with a descriptive approach. The theories used are Public Relations, Digital Transformation, Social Media and PESO. The results of this research show that the Public Relations of PT Angkasa Pura I General Ahmad Yani International Airport Semarang has implemented a digital transformation strategy through Instagram by applying the PESO theory (Paid, earned, shared, owned) in disseminating information and communicating with the public.
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Rozaq, Miftahul, Sri Hastjarjo, and Yulius Slamet. "How Novice Entrepreneurs Learn About Digital Marketing Communication Strategies?" Jurnal ASPIKOM 6, no. 2 (2021): 345. http://dx.doi.org/10.24329/aspikom.v6i2.936.
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This study aims to investigate the process of learning digital communication strategies by novice entrepreneurs who have limited knowledge, information, and access to formal training by learning through observations on social media to develop their business. This study used a qualitative approach with a case study design of six start-up entrepreneurs from micro, small and medium enterprises in Surakarta, Indonesia. In-depth interviews were conducted with six start-up entrepreneurs to study the social media situation in modeling and the meaning of the social media communication strategy being modeled. The results showed that role modeling occurred based on the needs of novice entrepreneurs to learn social media communication strategies. Also, the correct meaning of social media communication strategies is a determining factor that leads to the self-efficacy of novice entrepreneurs to make similar imitation decisions, develop observed strategies, or create new versions of strategies.
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Priselie, Andia Elfika, and Sinta Paramita. "Strategi Komunikasi Digital Influencer dalam Menggunakan Media Sosial Instagram sebagai Media Fundraising." Prologia 6, no. 1 (2022): 163. http://dx.doi.org/10.24912/pr.v6i1.10375.
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In the current era of globalization, fundraising or fundraising can be done in various interesting ways. With the existence of the internet media, fundraising can be done with a wider reach. Through Instagram social media, fundraising has proven to be more effective. The entry of the Covid-19 virus in Indonesia has encouraged influencers in Indonesia to take fundraising actions using their personal Instagram accounts. The purpose of this research is to find out how the digital communication strategy used by influencers in using Instagram as a fundraising medium. This research was conducted because there was no research that discussed digital communication strategies in using social media Instagram as a media for fundraising. The theory used in this research is communication strategy theory, communication technology, new media, and effective communication. The research used a descriptive qualitative approach with a case study research method. The research data were obtained from in-depth interviews and documentation of the five key informants. The research result states that the content that is made very interesting does not always attract the attention of the audience, but the most important thing is how the message is told correctly and easily understood.Di era globalisasi sekarang, penggalangan dana atau fundraising dapat dilakukan dengan berbagai cara menarik. Dengan adanya media internet, penggalangan dana dapat dilakukan dengan jangkauan yang lebih luas. Melalui media sosial Instagram, fundraising terbukti lebih efektif. Masuknya virus Covid-19 di Indonesia membuat influencer-influencer di Indonesia terdorong untuk melakukan aksi fundraising menggunakan akun Instagram pribadinya. Tujuan penelitian adalah untuk mengetahui bagaimana strategi komunikasi digital yang digunakan oleh influencer dalam menggunakan Instagram sebagai media fundraising. Penelitian ini dilakukan karena belum ada penelitian yang membahas mengenai strategi komunikasi digital dalam menggunakan media sosial Instagram sebagai media fundraising. Teori yang digunakan dalam penelitian ini adalah teori strategi komunikasi, teknologi komunikasi, media baru, dan komunikasi efektif. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode penelitian studi kasus. Data hasil penelitian diperoleh dari hasil wawancara mendalam dan dokumentasi dari lima key informan. Hasil penelitian menyatakan bahwa konten yang dibuat sangat menarik tidak selalu menarik perhatian khalayak, namun yang terpenting adalah bagaimana pesan diceritakan dengan benar dan mudah dipahami.
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Rosário, Albérico Travassos, and Joana Carmo Dias. "Marketing Strategies on Social Media Platforms." International Journal of E-Business Research 19, no. 1 (2023): 1–25. http://dx.doi.org/10.4018/ijebr.316969.
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Business dynamics are also found in the digital economy, forcing the development of new business models to achieve strategic marketing excellence. It was verified that half of the world's population is present in social media platforms. Social media can help organizations gain insights into markets and improve business intelligence. Social media is a flexible medium that companies can use in marketing strategies and build engagement and develop a communication plan and monitor performance. Marketing strategies in social media is a strategy to communicate brands, services, products, and ideas. Thus, it becomes evident that strategies in social media represent an intangible benefit related to marketing communication objectives. Research on social media strategy is an area of marketing communication, diverse and very fragmented, hindering its development as a promising research area. It is intended to conduct a review of the literature of social media strategies in order to take stock of theoretical and empirical development and identify research themes.
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Mykola, Ishchenko. "SOCIAL NETWORKS AS AN INTEGRAL PART OF BUSINESS PROMOTION." International Journal of Research in Commerce and Management Studies 07, no. 02 (2025): 478–87. https://doi.org/10.38193/ijrcms.2025.7234.
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The study of trends in the development of social networks as a tool for communication is carried out and the potential for business promotion is determined. The advantages provided by social media tools for the formation and development of a digital marketing communications system are identified. The features of social networks are revealed and their role in the formation of a digital marketing strategy and SMM strategy as its integral part is shown. It is proved that effective business promotion in social networks requires planning, information and analytical support, content marketing, monitoring, and control, which is possible when developing an SMM strategy. The author's own scheme of forming a strategy for promoting business in social networks is proposed, which includes business goals, objectives, analytical component, management of promotion in social media, and a system for monitoring and evaluating efficiency.
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Azzahra, Dwi Vira, Zuhrina Aidha, Ranti Fahzirah, et al. "Strategi Promosi Kesehatan Melalui Komunikasi Digital: Studi @Halodoc di Instagram." El-Mujtama: Jurnal Pengabdian Masyarakat 4, no. 1 (2023): 249–62. http://dx.doi.org/10.47467/elmujtama.v4i1.3300.
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 To convey this, PT Media Dokter Investama created an official Instagram account named @halodoc so that messages can be conveyed quickly and thoroughly throughout Indonesia. Of course, PT Media Dokter Investama has a communication strategy in digital media that is right so that messages can be conveyed properly and certainly be responded to by the public or at least read by the general public on Instagram social media. The purpose of this research is to analyze health promotion through digital communication on @halodoc Instagram. Here, of course, PT Media Dokter Investama uses social media in the form of Instagram as new media to convey various information about health, tips and webinars about health. Of course, the thing that is taken into consideration is the height and the increasing number of Instagram users every year from Indonesia so that Instagram is considered effective for conveying this information. Apart from that, the market segment of dominant Instagram users is millennials and adults. This is of course related to the communication strategy conveyed by Instagram @halodoc because the information conveyed is quite scientific information and of course only understood by people who are growing up or adults.
 Keywords: communication strategy, Instagram, new media
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Zhao, Xuan. "The Impact of Social Media on Communication and Marketing Strategies in the Digital Age." Communications in Humanities Research 10, no. 1 (2023): 49–54. http://dx.doi.org/10.54254/2753-7064/10/20231240.
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The introduction of social media has changed how individuals engage and absorb information. This has produced a more democratic and inclusive society where different viewpoints are represented in public discussions. Due to the increased number of social media users, marketing has become a critical strategic pillar for companies. To understand the meaning, variety, and application of social media marketing, it is crucial to understand the characteristics of social media. The main purpose of social media is to facilitate the creation and distribution of content based on user-to-user social interaction. Through campaigns and advertising on social media networks, companies can attract and acquire new customers. This process is known as social media marketing. To maintain focus while expanding their social media footprint, businesses should have a social media strategy. Companies are anticipated to prioritise live streaming as a top marketing priority in 2023 since it has grown to be a significant channel for content consumption. Companies should work to provide high-quality material that clearly tells their company narrative if they hope to fulfil their live-streaming marketing objectives. A strong content strategy is crucial now more than ever because more and more companies are producing live broadcasts. To improve customer happiness and loyalty, businesses may optimise their content strategy by continuously tracking and analysing consumer feedback and interactions.
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Mustapić, Filip, and Krešmir Dabo. "Eurovision and Social Networks." Communication Management Review 9, no. 2 (2024): 48–75. https://doi.org/10.22522/cmr20240299.
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This study aims to analyze how Eurovision, as a major spectacle, is presented on social media through content analysis and a survey questionnaire. It examines the modes of social media communication related to Eurovision and investigates how this televised communication impacts its target audience. The research focuses on content analysis of the official profiles of the Eurovision Song Contest across digital platforms, including Facebook, Instagram, Twitter, and TikTok. Various aspects of communication are analyzed, such as post types and formats, levels of audience interactivity, and the prevalence of multimedia content. Additionally, a survey questionnaire was conducted to gather insights into social media users’ attitudes and opinions in the context of following Eurovision. Results indicate that social media plays a crucial role in promoting and sustaining interest in Eurovision. The audience uses these platforms not only to obtain event-related information but also to engage with other viewers and express their opinions and attitudes. Digital communication fosters deeper audience engagement, cultivating a sense of community and shared experience. In conclusion, the study underscores the importance of a digital strategy in organizing large-scale television events like Eurovision.
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Banghart, Scott, Michael Etter, and Cynthia Stohl. "Organizational Boundary Regulation Through Social Media Policies." Management Communication Quarterly 32, no. 3 (2018): 337–73. http://dx.doi.org/10.1177/0893318918766405.
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Digital ubiquity and penetration across spatio-temporal boundaries have exacerbated the need for a clearer understanding of where the boundaries of personal, professional, and public communication begin and end. Indeed, boundary specifications have become an iconic problematic for organizational control and employee communication in the age of social media. In response, corporations increasingly issue policies that aim to regulate when, where, how, and what employees communicate in online environments. We argue that these policies are forms of organizational boundary regulation. Drawing on a content analysis of 112 social media policies from the world’s largest corporations, we examine the boundary logics articulated in these policies to delineate corporate spheres of influence. Next, we show how boundary logics relate to directives for employee speech, self-expression, and relational engagement. We discuss how the boundary logic framework contributes to our understanding of the expansion of corporate control across multiple life domains in the digital age.
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Jiang, Xinyi. "Strategic Analysis of Social Media Software -- the Communication Strategy and Marketing Strategy of Douyin." BCP Business & Management 38 (March 2, 2023): 2462–69. http://dx.doi.org/10.54691/bcpbm.v38i.4121.
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Nowadays, all kinds of advertising and media are fully integrated with our lives, and it can be said that the media interaction of the new era has brought people a different life experience. How to connect products with people, how to achieve the perfect integration of media and the market, and how to efficiently mobilize and use resources to bring great wealth to people have become the most concerned topics today. The launch of Douyin software has brought people a different idea of modern digital media. In this paper, the literature research method, induction method and case analysis method are used to study the marketing strategy and communication strategy of Douyin short video. Based on the three elements of STP marketing strategy and 4Ps marketing theory, the marketing strategy of Douyin short video is analyzed, including market segmentation, target market, market positioning, and specific analysis of product strategy, price strategy, place strategy, and
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Budiman, Jovito Bryant, and Indasari Deu. "Studi Penetrasi Applikasi Media Sosial Instagram Sebagai Media Pemasaran Digital Pada UMKM." Jurasik (Jurnal Riset Sistem Informasi dan Teknik Informatika) 10, no. 1 (2025): 274. https://doi.org/10.30645/jurasik.v10i1.870.
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Digital marketing is one of the important elements in the product sales strategy in the digital era. Developing technology and increasing internet penetration allow MSMEs to reach a larger audience. An effective digital marketing strategy can increase product visibility, attract potential customers, and increase sales. Widely used social media such as Instagram is very effective as a means of marketing communication, building brand awareness and engagement with customers, as well as expanding business networks through attractive and interactive content. This research applies the Systematic Literature Review method. Based on the results of the systematic literature review, the authors found 30 selected articles for descriptive analysis. By examining the research that has been done previously on the influence of Instagram social media on the world of digital marketing, the author will conclude how much impact Instagram social media has on the current digital marketing world.
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Muhamad Fikri Ramadhan and Oji Kurniadi. "Football Tactics Content Strategy Analysis." Bandung Conference Series: Communication Management 5, no. 1 (2025): 571–78. https://doi.org/10.29313/bcscm.v5i1.18152.
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Abstract. This research discusses the content management strategy of soccer tactics on the @ruangtaktik account on social media X, as well as the challenges faced in building communication with its followers. Social media X was chosen as the main platform due to its educated user characteristics, comfortable visual appearance, and interactive features that support quality discussions. This research uses a qualitative method with a case study approach, involving observation, in-depth interviews with account owners, and digital content analysis within a constructivism paradigm. The results show that the main strategies used by account owners are personal approach with followers, selection of quality content, and active interaction. The personal approach is proven to increase engagement, while accurate and easy-to-understand content meets the needs of various soccer fans. However, the account is self-managed by the owner, Faiz, without the help of a Social Media Specialist, which sometimes affects the frequency and consistency of posts. The findings provide insight into the challenges of managing a soccer-based social media account as well as the factors that support a successful digital communication strategy. Keywords: Social Media, Football Tactics, @ruangtaktik, Case Study Abstrak. Penelitian ini membahas strategi pengelolaan konten taktik sepak bola di akun @ruangtaktik di media sosial X, serta tantangan yang dihadapi dalam membangun komunikasi dengan pengikutnya. Media sosial X dipilih sebagai platform utama karena karakteristik penggunanya yang teredukasi, tampilan visual yang nyaman, serta fitur interaktif yang mendukung diskusi berkualitas. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus, melibatkan observasi, wawancara mendalam dengan pemilik akun, dan analisis konten digital dalam paradigma konstruktivisme. Hasil penelitian menunjukkan bahwa strategi utama yang digunakan oleh pemilik akun adalah pendekatan personal dengan followers, pemilihan konten berkualitas, serta interaksi aktif. Pendekatan personal terbukti meningkatkan engagement, sementara konten yang akurat dan mudah dipahami memenuhi kebutuhan berbagai kalangan penggemar sepak bola. Namun, akun ini dikelola sendiri oleh pemiliknya, Faiz, tanpa bantuan Social Media Specialist, yang terkadang mempengaruhi frekuensi dan konsistensi posting. Temuan ini memberikan wawasan tentang tantangan dalam pengelolaan akun media sosial berbasis sepak bola serta faktor-faktor yang mendukung keberhasilan strategi komunikasi digital. Kata Kunci: Media Sosial, Taktik Sepak Bola, @ruangtaktik, Studi Kasus
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Romano, Fernanda Martins, Paula Chimenti, Marco Aurelio De Souza Rodrigues, Luiz Felipe Hupsel Vaz, and Roberto Nogueira. "O Impacto das Mídias Sociais Digitais na Comunicação Organizacional das Empresas." Future Studies Research Journal: Trends and Strategies 6, no. 1 (2014): 53–82. http://dx.doi.org/10.24023/futurejournal/2175-5825/2014.v6i1.119.
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This study investigates the impacts caused by the adoption of the so-called digital social media on strategy and on organizational communication processes of Brazilian companies. To this exploratory study´s effect, key organizational communication executives of varied sectors, large-sized companies were interviewed. The 11 in-depth interviews were based on a semi-structured script and processed applying NVivo software. Results revealed the yet incipient adoption of digital social media in organizational communication strategy shaped in the form of a process undergoing evolution thus posing a corporate challenge. The absence of knowledge concerning platform dynamics, of benchmarks and of specialized professionals were mentioned by interviewees as factors that inhibit said adoption. Despite declaring that digital social media is an irreversible phenomenon, executives fear the potential amplification of communication crises, when sprung from web-based blunders.
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Anshory, Marwa Salsabila, and Mochammad Rochim. "Komunikasi Pemasaran Digital pada Brand SCH Melalui Instagram." Bandung Conference Series: Communication Management 3, no. 2 (2023): 720–25. http://dx.doi.org/10.29313/bcscm.v3i2.8156.
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Abstract. Digital marketing communication is a goal of activities carried out for branding and promotion to achieve the desired goals through technology and the internet, one of which is social media. Social media is currently used widely by brands and businesses to promote or interact with consumers, with all its advantages that can help in the marketing communication process. In this case, SCH uses social media Instagram in carrying out its digital marketing communications. The main focus of this research is how digital marketing communications are carried out by SCH. The purpose of this study is to find out digital marketing communication strategies through Instagram social media, digital marketing communication activities through Instagram social media, interactions carried out by SCH through Instagram, and the reasons for brands using fundamental design as a source of creative ideas in digital marketing communications on Instagram. This research uses a qualitative approach with a case study method using The Circular Model of SOME theory. As a reference material to strengthen research. The conclusion from this study is that SCH has four main aspects of using Instagram social media to carry out digital marketing communications, namely through digital marketing communication strategies, digital marketing communication activities, interaction with consumers, and the use of fundamental design in digital marketing communications. In the end, the use of Instagram social media can increase engagement and assist SCH in conducting digital marketing communications.
 Abstrak. Komunikasi pemasaran digital adalah suatu tujuan kegiatan yang dilakukan untuk branding dan promosi untuk mencapai tujuan yang diinginkan melalui teknologi dan internet, salah satunya dengan media sosial. Media sosial saat ini digunakan secara luas oleh merek dan bisnis untuk mempromosikan atau berinteraksi dengan konsumen, dengan segala kelebihannya dapat membantu dalam proses komunikasi pemasaran. Dalam hal ini SCH menggunakan media sosial Instagram dalam melakukan komunikasi pemasaran digitalnya. Fokus utama dalam penelitian ini adalah bagaimana komunikasi pemasaran digital yang dilakukan SCH. Tujuan dari penelitian ini yaitu untuk mengetahui strategi komunikasi pemasaran digital melalui media sosial Instagram, aktivitas komunikasi pemasaran digital melalui media sosial Instagram, interaksi yang dilakukan SCH melalui Instagram, dan alasan brand menggunakan fundamental design sebagai sumber ide kreatif dalam komunikasi pemasaran digital di Instagram. Adapun penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dengan menggunakan teori The Circular Model of SOME. Sebagai bahan rujukan untuk memperkuat penelitian. Kesimpulan dari penelitian ini adalah SCH mempunyai empat aspek utama dalam menggunakan media sosial Instagram untuk melakukan komunikasi pemasaran digital yaitu melalui strategi komunikasi pemasaran digital, aktivitas komunikasi pemasaran digital, interaksi terhadap konsumen dan penggunaan fundamental design di komunikasi pemasaran digital .Pada akhirnya penggunaan media sosial Instagram ini dapat meningkatkan engagement dan membantu SCH dalam melakukan komunikasi pemasaran digital.
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Susanto, Tri, Leonard Dharmawan, La Dono, and Irvan Roberto. "Kampanye Sosial Istana Belajar Anak Banten dalam Pembangunan Pendidikan di Era Digital." Jurnal Komunikasi Pembangunan 17, no. 2 (2019): 205–15. http://dx.doi.org/10.46937/17201926851.
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Social campaigns are carried out to increase public awareness and behavior of various issues faced by a country. The development of the digital era now demands that campaigns be enjoyed and seen through online media. One of the social campaign activities was the Banten Children's Learning Palace (ISBANBAN), which involved young Bantenese in contributing to education in the area by using new media. This study aims to find out and describe the ISBANBAN social campaign communication strategy with the social marketing communication approach. This research is a qualitative research with a case study strategy that takes campaign activities through new media. The main data obtained through in-depth interviews and observations. The research findings provide an overview of the social marketing communication strategy carried out by ISBANBAN that connects offline interactions, namely teaching activities in remote Banten with online interaction, namely social media as the main channel in social marketing that aims to build brand awareness for donations, through new media information that gives more broad so it is expected to reach further adopter target targets. Target adopters of multiplayer donations that not only contribute funds but also energy and thought in an effort to advance education in remote Banten.
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Ms., G. Swarnalatha, and Anusha. "A Study on Customer Statisfication on Digital Marketing." International Journal of Trend in Scientific Research and Development 3, no. 6 (2019): 958–61. https://doi.org/10.5281/zenodo.3589174.
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During different time era's different methods of communications has developed and changed the everyday life. Social media has become the way of communication in the 21st century, enabling us to express our thoughts, ideas and feelings in a complete new way. This way of communication have also had a huge impact on corporations, where they have realized that without a proper plan and social media strategy they have no chance to stand out in the rapidly changing digital space. To ensure a successful presence on social media the companies need to take different marketing theories into consideration so that they can boost their brand in diverse aspects. If this can be combined with innovative ways of consumer interaction the companies have a good chance to take the lead in social media marketing. Ms. G. Swarnalatha | Anusha "A Study on Customer Statisfication on Digital Marketing" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29276.pdf
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Nurussyahadah, Syallika, Adhitya Hafizh Rasyadi, Nia Rafa Ayu, Sagitha Dwi Herliany, and Taqya Mafaza. "Strategi Kampanye Digital : Studi Kasus Pemanfaatan Media Sosial Oleh Kader Muda Perindo." Jurnal Ilmu Sosial dan Ilmu Politik 6, no. 2 (2025): 97–114. https://doi.org/10.56552/jisipol.v6i2.193.
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Advances in information and communication technology, especially social media, have significantly changed the pattern of political communication in the digital era. Social media such as Instagram, X, TikTok, Facebook, and YouTube are now important tools in political campaigns. This research aims to analyze the digital campaign strategy implemented by young cadres of the Indonesian Unity Party (Perindo) in the 2024 elections. The method used is qualitative research with a case study approach, with primary data obtained through in-depth interviews and descriptive data analysis from various sources such as books, articles, and documents. The results showed that Perindo Party's digital campaign strategy in utilizing social media proved effective in increasing public interaction and awareness of their political agenda.
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Zuhro, Fathimatuz, Rohmah Hidayati, and Muhammad Faishol. "Digital Dakwah Communication Strategy: Case Study Gus Iqdam Reaching Tuesday Night At Markas Sabilu Taubah, Karanggayam Srengat Blitar Village." QULUBANA: Jurnal Manajemen Dakwah 5, no. 1 (2024): 129–41. https://doi.org/10.54396/qlb.v5i1.1136.
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Thus, the Prophet (peace and blessings of Allah be upon him) said: “Behold, the prophet Muhammad (salla Allahu alihi wa sallam) is a prophet of all sins. The role of mass media facilitates the delivery of messages that were once oral to oral becomes unlimited distance and time. New media is not only done for negative things. New media can also play a role as a positive media especially in spreading good through publicity. The most widely used media in modern times is social media. Social media is the communication media that almost all the world's societies use. The aim of this research is nothing more than to know and interpret in depth the communication strategy of Gus Iqdam in giving an explanation to Mad’u in the digital age, because this modern age is encouraging to analyze the content of Guss Iqdams communications spread on social media that surely affects its audience.
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Sofiyawati, Nenie. "Managing Digital Fundraising of Dompet Dhuafa During Covid-19 Pandemic." MUHARRIK: Jurnal Dakwah dan Sosial 4, no. 02 (2021): 377–94. http://dx.doi.org/10.37680/muharrik.v4i02.1082.
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Covid-19 pandemic demands zakah institutions to avoid physical contact activities, and outlet openings in public places. A marketing communication strategy is needed to make humanitarian mission and empowerment as zakah institutions’ core products synergize to resolve pandemic social impacts. Dompet Dhuafa, as a zakah institution, has developed fundraising digitalization to deal with the Covid-19 pandemic. This study describes fundraising digitalization as Dompet Dhuafa’s marketing communication strategy during the pandemic. Using a qualitative descriptive approach, it explores Dompet Dhuafa’s marketing communication strategy by literature study. Data are from Dompet Dhuafa’s website, Facebook, Instagram, Twitter, YouTube, relevant research journals, and articles. In building effective marketing communications, a marketer must consider designing a message, selecting message media, and choosing message sources. The results indicate that Dompet Dhuafa designs a message in each shared content to motivate people to pay zakah and ask for goodness. The message format is adjusted to message media in headlines, text, colors, and shapes. The message conclusion is generally conveyed in clear and strong arguments. Message media used are in digital-based personal and non-personal communication channels. Message sources are selected based on the conveyed messages.
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Salvadora Erik Presica and Ahmad Bukhori. "Strategi Komunikasi Digital: Media Sosial Instagram Sebagai Sarana Promosi di MI Unggulan Darul Mujtaba." Da'watuna: Journal of Communication and Islamic Broadcasting 4, no. 5 (2024): 1907–21. http://dx.doi.org/10.47467/dawatuna.v4i5.4414.
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This research aims to identify and analyze effective digital communication strategies through Instagram social media that can be implemented by MI Unggulan Darul Mujtaba as a promotional tool. In the current digital era, social media plays an important role in building an image and attracting public interest in educational institutions. However, the challenge faced is how to optimally utilize Instagram social media to achieve these promotional goals. This research uses descriptive qualitative research with data collection methods in the form of interviews and in-depth observations of research subjects and objects. The research results show that the success of the digital communication strategy at MI Unggulan Darul Mujtaba can be seen from increased visibility, high levels of engagement, positive feedback, and an increase in the number of new student registrations. With a well-planned and implemented strategy, MI Unggulan Darul Mujtaba can make maximum use of Instagram's potential to build a positive image and attract public interest. This research contributes to the development of literature on digital communication and promotional strategies in the era of social media, as well as providing practical guidance for other educational institutions that wish to optimize the use of social media for promotional purposes.
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Bossetta, Michael. "The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election." Journalism & Mass Communication Quarterly 95, no. 2 (2018): 471–96. http://dx.doi.org/10.1177/1077699018763307.
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The present study argues that political communication on social media is mediated by a platform’s digital architecture—the technical protocols that enable, constrain, and shape user behavior in a virtual space. A framework for understanding digital architectures is introduced, and four platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 U.S. election as a case, interviews with three Republican digital strategists are combined with social media data to qualify the study’s theoretical claim that a platform’s network structure, functionality, algorithmic filtering, and datafication model affect political campaign strategy on social media.
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Yadav, Ajay Kumar. "Digital Advertising, Internet Advertising, Online Marketing, Web Advertising, Online Advertising, Internet Marketing, Web Marketing." International Journal For Academic Research and Development 3, no. 1 (2021): 21–37. https://doi.org/10.5281/zenodo.6640636.
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This piece of research work aims at understanding the preferred emerging media options used for marketing. In the Internet age many new methods used for product promotion and marketing. "Desk research" has been turned into "online research", now in the online, market research has become possible. Many Indian companies are using digital marketing for competitive advantage. Social Media has quickly gained prominence as it provides people with the opportunity to communicate and share posts and topics. The development of information technology, followed by the advancement of digital communication tools, has encouraged businesses to change the way of communicating the product. Digital Marketing communications strategy is a strategy of using digital communication media. The purpose of the undertaken study is to examine the effectiveness of online digital media advertising and also about emerging media options used for marketing. This paper mainly studies the development history of digital marketing and existing significance including the difference and contact between digital marketing and traditional advertising and also the relationship between digital marketing and the Internet industry. In this world of digitisation, digital marketing is a vogue that is sweeping across the whole world. The trend of digital marketing is growing day by day with the concepts of Internet marketing that is turning into an important platform of digital marketing along with the electronic gadgets like the digital billboards, mobile, tablets and smart phones, gaming consoles, and many such gadgets that help in digital marketing.
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Widiyanto, Widiyanto, Wistina Seneru, Iin Avitasari, Komang Yumi Arwening, and Nesa Wati. "The Influence of Social Media on Marketing Communication Student." Journal of Communication, Religious, and Social Sciences (JoCRSS) 2, no. 2 (2024): 76–87. https://doi.org/10.60046/jocrss.v2i2.149.
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This study aims to determine the influence of social media use on the students marketing communication strategy at the Buddhist Communication Science Department, Jinarakkhita Buddhist College of Lampung, Indonesia. The problems that occur to students are the lack of understanding of the platform, features, and how social media supports the delivery of marketing messages, the gap between the potential of social media and its use in the context of marketing, the lack of digital literacy skills and an understanding of marketing communication strategies that are sufficient to utilize social media optimally. The research with a quantitative approach, data was collected through a survey to students of Buddhist Communication Science Department, with a population of 52 students. This research was conducted at the Jinarakkhita Buddhist College of Lampung, Indonesia. The research instrument in the form of a questionnaire was analyzed using SPSS version 26 for validity, reliability, and linear regression tests. The results showed that the intensity of social media use had a significant relationship with the effectiveness of marketing communication strategies, with a determination coefficient of 27.4%. These findings contribute to the development of digital marketing communication theory and provide recommendations for universities to improve students' digital literacy to support their marketing communication skills.
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Loureiro, Marlene. "Social Media as a Communication Strategy for Regional and Local Tourism: A Portuguese Case Study." European Conference on Social Media 11, no. 1 (2024): 118–26. http://dx.doi.org/10.34190/ecsm.11.1.2338.
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Investing in social media should be seen as a strategic asset in communicating and publicising tourism. In fact, more and more social media, especially social networks, are a winning bet for communicating and publicising tourist destinations. Based on these premises, this research aims to answer the following research question: "What is the importance of social media, especially social networks, as a local tourism communication strategy?". To answer this question, we analysed the communication of two local institutions: on the one hand, a local authority, a public institution; and, on the other hand, a local accommodation, a private institution, seeking to analyse how local authority policies use social media to communicate and publicise local tourism. To complement this, the opinion of the tourist public on the impact of social media on their choices was analysed. In this way, we sought to answer the following objectives: 1) to understand the importance of social media for communicating and publicising tourism; 2) to describe the main digital platforms used for communicating and publicising tourism; 3) to ascertain the importance of social media as a strategy for communicating and publicising tourism in Portugal. The data obtained showed that social networks are increasingly being used by institutions as a strategy for communicating and publicising tourism. On the other hand, they are also a source of advice and decisions when it comes to choosing a tourist destination. On this last point, the opinions shared on social networks and the role of influencers as determining factors in the final decision and choice are particularly important.
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Setyarini, Aulia Dwi, Andriyono Kilat Adhi, and Alfi Rahmawati. "Analisis Strategi Social Media Marketing @smilingbogorcity terhadap Peningkatan Brand Awareness Café di Kota Bogor." Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi 5, no. 3 (2025): 445–53. https://doi.org/10.53682/edutik.v5i3.11832.
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ABSTRAK Perkembangan teknologi digital mengubah cara promosi dan komunikasi pemasaran, khususnya melalui media sosial. Strategi social media marketing Dinas Pariwisata dan Kebudayaan Kota Bogor lewat konten Mimin Jalan-Jalan di Instagram @smilingbogorcity dianalisis untuk mengukur efektivitasnya dalam meningkatkan brand awareness usaha café lokal dan mengetahui persepsi pemilik usaha terhadap dampaknya. Metode observasi dan wawancara mendalam digunakan dengan analisis berdasarkan teori The 7C Framework. Hasil menunjukkan konten ini berhasil menerapkan elemen desain visual menarik, narasi informatif, dan komunikasi dua arah responsif, sehingga berdampak positif pada pengenalan dan ingatan merek café lokal. Persepsi pelaku usaha sangat positif, dengan peningkatan followers, interaksi media sosial, dan kunjungan pelanggan. Penelitian ini menyimpulkan bahwa strategi social media marketing ini efektif sebagai media promosi digital untuk mendukung pertumbuhan usaha café di Kota Bogor. ABSTRACT The advancement of digital technology has transformed marketing promotion and communication, especially through social media. The social media marketing strategy of the Tourism and Culture Office of Bogor City, implemented through the "Mimin Jalan-Jalan" content on Instagram @smilingbogorcity, was analyzed to measure its effectiveness in increasing brand awareness of local cafés and to understand café owners’ perceptions of its impact. Observation and in-depth interviews were conducted, with analysis based on the 7C Framework theory. The results show that the content successfully applied elements of appealing visual design, informative narration, and responsive two-way communication, positively affecting the recognition and recall of local café brands. Business owners’ perceptions were highly positive, with increases in followers, social media interactions, and customer visits. This study concludes that the social media marketing strategy is effective as a digital promotional tool supporting the growth of cafés in Bogor City.
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Ghaisani, Clariza Orivia, and Subhan Afifi. "The implementation of digital marketing communication strategy in cultural tourism: a case study in Yogyakarta." Indonesian Journal of Communication Studies 15, no. 1 (2022): 66. http://dx.doi.org/10.31315/ijcs.v15i1.6095.
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Cultural tourism is one category that attracts local and foreign tourists. Various previous studies have shown that digital marketing communication media plays an essential role in influencing tourist interest in visiting tourist destinations. This study aims to analyze the implementation of digital marketing communication strategies in marketing cultural tourism with a case study of cultural tourism destinations in Yogyakarta. This study uses a case study method with indepth interviews and field observations as data collection methods. The collected data were analyzed using thematic analysis and SWOT analysis. The results showed that managers of cultural tourism destinations optimize social media such as Facebook and Instagram for promotion. Whatsapp and email are also used for more personal communication with customers. The company's systematic digital marketing communications planning system supports solid work teams and produces original content. In addition, the extensive national and international marketing network and stable institutional position, because it is a stateowned company, are the advantages of this company. The increasing public interest at home and abroad for travel, the reduced Covid-19 pandemic, and the availability of various digital promotional media are opportunities for this company. However, the technical competence of staff in managing digital marketing media still needs to be improved. In addition, the digital content production and distribution scheduling system has not been implemented strictly and consistently. The quantity and quality of digital media content are also still limited. In addition, this cultural tourism object has several external challenges, such as the emergence of various new tourist objects in Yogyakarta, which are more aggressively promoted through digital media, and the possibility of a re-emergence of the Covid-19 pandemic or other natural disasters. This paper contributes to the literature on digital marketing communications by focusing on its implementation in the context of cultural tourism.
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Coombs, W. Timothy, and Sherry J. Holladay. "Social issue qua wicked problems." Journal of Communication Management 22, no. 1 (2018): 79–95. http://dx.doi.org/10.1108/jcom-11-2016-0093.
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Purpose The purpose of this paper is to describe the need to theorize firms’ involvement in social issues and propose the social issues management model as a framework for analyzing the communication processes underlying social issues management. An application of the new approach is illustrated through a brief case analysis. Design/methodology/approach The paper is conceptual and emphasizes theory building for firm’s involvement in social issues management. Findings The paper describes modifications to the general issues management model that can be adopted to reflect the social issues management process and contemporary digital media environments. Practical implications The paper can benefit theory and practice of social issues management by describing how specific communication strategies and digital media use may affect social issues management. Social implications Because firms increasingly are motivated or urged by stakeholders to take stands on social issues, understanding how they can perform the role of social issue manager can enhance their potential for contributing to positive social change. Originality/value The paper provides a much needed update to the models of issues management used in strategic communication. The new model accounts for the increasing pressure on firms to address social issues and the role of digital communication channels in that process.
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Song, Yuhan. "From Print Media to Electronic Media to New Media: The Impact of Media Transformation on Brand Communication." Lecture Notes in Education Psychology and Public Media 81, no. 1 (2025): 126–31. https://doi.org/10.54254/2753-7048/2025.20788.
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The continuous evolution of mediafrom print to electronic and now to new mediahas significantly influenced how brands transmit information and interact with consumers. To achieve better communication outcomes, brands have actively adjusted their communication strategies in response to these media changes. This study explores the evolution of brand communication strategy in three stages (print communication era, mass media era and new media era). Furthermore, it delves into the underlying motivations, implications, and emerging trends associated with these changes. In the print media era, brand communication mainly depended on paper ads and printed materials, reaching a limited audience slowly. The mass media era saw broader reach, faster dissemination, and enhanced brand image shaping through TV and radio. The new media era, characterized by social media and digital platforms, has made brand communication more interactive and personalized, with UGC and real-time big data deeply influencing strategy formulation and execution. Media change has a profound impact on the media selection, content and mode of brand communication. Media fusion and integrated marketing will become critical strategies for brand communication in the future.
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Novianti, Reva, Iwan Sukoco, Cecep Safa’atul Barkah, and Nurillah Jamil Achmawati Novel. "Analisis Efektivitas Strategi Pemasaran Kontroversial Pada Brand Porteegoods." Business Economic, Communication, and Social Sciences Journal (BECOSS) 6, no. 3 (2024): 259–70. https://doi.org/10.21512/becossjournal.v6i3.11874.
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In the digital era, social media demonstrates significant potential as a platform for digital marketing. However, consumers are becoming increasingly critical of marketing content, challenging businesses to create innovative and engaging content. In the competitive fashion industry, controversial marketing strategies have emerged as a way to attract consumer attention. Porteegoods, a local shoe brand, has built a reputation for unique and controversial marketing. Porteegoods faces allegations of design plagiarism, coupled with a unique and provocative marketing strategy on social media. This research employs a descriptive qualitative method supported by library research and basic observations from social media to describe the effectiveness of Porteegoods' marketing communication. The aim of this research is to analyze the effectiveness of Porteegoods' controversial marketing strategy on social media. The results of this study indicate that the controversial marketing communication strategy implemented by Porteegoods can be considered effective in attracting attention, building brand awareness, and even increasing sales for Porteegoods. However, the communication process is still considered less effective due to the presence of noise
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JR, Rifkya Xena Aminullah, and Jokhanan Kritiyono. "Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram." Communicare : Journal of Communication Studies 8, no. 2 (2021): 165. http://dx.doi.org/10.37535/101008220216.
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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.
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Rachmawati, Maulidina Atikah, and Subhan Afifi. "The integrated marketing communication in digital environment: a case study of local radio in Yogyakarta." Indonesian Journal of Communication Studies 14, no. 2 (2022): 105. http://dx.doi.org/10.31315/ijcs.v14i2.5470.
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The internet and the digitization of media have expanded the ability of mass media to reach the public. Radio is one type of mass media that has developed by utilizing digital technology in the internet era. The development of new technology has expanded radio's ability to reach audiences. The utilization of various innovations through the internet has increased the role of interactive social communication of a radio station. Digitalization has made radio survive during intense competition from multiple types of media in the era of disruption. It is interesting to see how the radio station's integrated marketing communication strategy in the digital environment is changing. This study aims to determine local radio's integrated marketing communication strategy in Yogyakarta in a changing digital environment. This research uses a case study method with in-depth interviews and observation data collection techniques. The results show that radio marketing communication strategies still use various promotional tools with digital technology modifications in a changing digital environment. The case study of Swaragama FM Radio shows that this radio implements an integrated marketing communication strategy which consists of several strategies, namely: (1) Formulating Segmentation, Targeting, and Positioning by adjusting the radio marketing mix character (2) Integrating Advertising and Direct Marketing, (3) Optimizing Sales Promotion and Personal Selling, (4) Strengthening Branding through Public Relations, and (5) Building interaction with the audience through Social Media Marketing.
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Yudho, Amdex Dwi Satyo, Mochammmad Afifuddin, and Suhirwan Suhirwan. "Digital Communication Strategy to Counteract the Use of Social Media as a Propaganda Tool for Terrorist Groups." AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia 4, no. 1 (2024): 1319–26. https://doi.org/10.57235/aurelia.v4i1.4982.
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Social media has become a critical tool for terrorist groups like ISIS and Al-Qaeda, leveraging these platforms to disseminate ideology, recruit members, and mobilize support. This study aims to identify the patterns of terrorist propaganda on social media and develop effective digital communication strategies to counteract these activities. The research employs a qualitative approach through literature review and content analysis, grounded in digital communication, strategy, and propaganda theories. The findings reveal that terrorist groups utilize emotional narratives to disseminate ideology, personalized approaches for recruitment, and social media to organize collective actions. Successful digital communication strategies include AI-based early detection, culturally relevant counter-narratives, digital literacy to raise public awareness, cross-sector collaboration, and robust law enforcement. The study's holistic approach is essential to counter terrorist propaganda, emphasizing close collaboration among governments, technology companies, and society. Further research is recommended to explore emerging technologies and innovative strategies to address the evolving threat.