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All Journal Akrab Juara : Jurnal Ilmu-ilmu Sosial JPNM : Jurnal Pustaka Nusantara Multidisiplin
Kumi Laila
Universitas Bina Sarana Informatika
Religion Humanities Biochemistry, Genetics & Molecular Biology Chemistry Economics, Econometrics & Finance Education Medicine & Pharmacology Social Sciences

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SOCIAL MEDIA AS THE HEGEMONIC ARENA OF K-POP: THE ROLE OF CONTENT AND TECHNOLOGICAL INNOVATION IN SHAPING FANDOM Kumi Laila; Faikoh Umairoh
Akrab Juara: Jurnal Ilmu-ilmu Sosial Vol. 11 No. 3 (2026): Agustus
Publisher : Yayasan Azam Kemajuan Rantau Anak Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58487/akrabjuara.v11i3.2933

Abstract

Social media has evolved into a key space for creating and strengthening the global dominance of K-Pop culture. This study examines the role of digital content and technology innovation in strengthening K-Pop's influence through active engagement between the entertainment industry, digital platforms, and fans. By utilizing algorithms from platforms such as YouTube, TikTok, Instagram, X (Twitter), and digital media such as Weverse and bubble, the K-Pop industry not only distributes content widely but also builds a participatory ecosystem that encourages fans to engage in the process of content production, distribution, and promotion. This phenomenon shows that fans are no longer passive but have become a key element in expanding the influence of K-Pop culture through practices such as fanbase organization, fan translations, and viral challenges. This study uses a qualitative descriptive approach and digital ethnography to analyze K-Pop's dominance on social media, identify the role of content in shaping fandom, and examine the impact of technology on fan interactions. The research findings indicate that K-Pop's dominance on social media is not only built on the quality of cultural products, but also through the use of digital technology that supports content personalization, accelerated information dissemination, and the formation of collective identity among fans. Thus, social media acts as a complex hegemonic space, a place where cultural power is negotiated between producers and consumers in the evolving digital ecosystem.
Strategi Komunikasi Digital dalam Membangun Brand Engagement melalui Live Streaming TikTok Nahramodeshop Nadiya Meilinda; Rindana Intan Emeilia; Kumi Laila
JPNM Jurnal Pustaka Nusantara Multidisiplin Vol. 4 No. 4 (2026): October : Jurnal Pustaka Nusantara Multidisiplin (ACCEPTED)
Publisher : SM Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59945/jpnm.v4i4.1633

Abstract

Penelitian ini membahas strategi komunikasi digital dalam membangun brand engagement melalui live streaming TikTok pada Nahramodeshop. Tujuan penelitian ini untuk menganalisis bagaimana perencanaan, pengorganisasian, pelaksanaan, serta pengawasan dan evaluasi strategi komunikasi digital diterapkan dalam aktivitas live streaming. Penelitian ini menggunakan teori strategi POAC (Planning, Organizing, Actuating, Controlling) dari George R. Terry sebagai kerangka analisis pengelolaan strategi, serta Customer Engagement Theory dari Sashi (2012) untuk menganalisis tahapan keterlibatan pelanggan mulai dari aware, adopt, engage, loyalty, advocate, community, hingga co-creation. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Nahramodeshop menerapkan strategi komunikasi secara terencana dan terstruktur pada setiap tahap: pada tahap perencanaan dilakukan penentuan tujuan, tema, produk unggulan, jadwal, dan target audiens; pada tahap pengorganisasian, pembagian peran antara owner, admin, pengelola TikTok, dan host berjalan jelas; pada tahap pelaksanaan, komunikasi verbal dan nonverbal serta fitur interaktif TikTok dimanfaatkan secara optimal untuk mendorong interaksi dengan audiens, termasuk penggunaan demo produk, promosi, dan pemanfaatan fitur live seperti komentar dan gift, sehingga mendorong audiens melewati tahapan customer engagement mulai dari aware hingga co-creation; pada tahap pengawasan dan evaluasi, tim melakukan penilaian berkelanjutan melalui data siaran (viewers, komentar, likes), review rekaman siaran, analisis data penjualan terkait siaran, serta diskusi evaluatif untuk merumuskan rekomendasi perbaikan pelaksanaan berikutnya.
Co-Authors Faikoh Umairoh Nadiya Meilinda Rindana Intan Emeilia