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Putriana, Muria
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Journal : Journal of Research in Social Science and Humanities

 1 
The Role of the Spotify Wrapped Digital Campaign on Spotify Brand Advocacy on Social Media Instagram, Twitter (X), and Tiktok Wulandari, Ismi Alivia; Putriana, Muria; Sari, Wina Puspita; Soegiarto, Asep; Rizki, Menati Fajar
Journal of Research in Social Science and Humanities Vol 4, No 1 (2024)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v4i1.96

Abstract

This research aims to determine the contribution of the Spotify Wrapped digital campaign to Spotify brand advocacy on social media (Instagram, Twitter (X), and Tiktok) and determine the participation of Spotify users in become an active brand advocates through the Spotify Wrapped digital campaign. The hypothesis of this research is that there is a positive and significant relationship between user participation in the Spotify Wrapped digital campaign and the level of Spotify brand advocacy on social media (Instagram, Twitter (X), and Tiktok). This research method is descriptive quantitative. The population is 574 million and the sample is 100 which is calculated using the Slovin formula. The sampling technique in this research used a simple random sampling technique. The results of this study show that the Pearson correlation test value is 0.822 with a significance of 0.00. This value can be interpreted that the Spotify Wrapped digital campaign has a positive relationship with Spotify's brand advocacy on social media (Instagram, Twitter (X), and Tiktok). From the simple linear regression analysis, a value of 0.00 is obtained, H1 is accepted, namely that there is a positive and significant relationship between user participation in the Spotify Wrapped digital campaign and the level of Spotify brand advocacy on social media (Instagram, Twitter (X), and Tiktok). Based on these results, the more users are involved in the Spotify Wrapped digital campaign, the higher the level of support and promotion of the Spotify brand on social media platforms (Instagram, X, TikTok), and the greater the possibility of them becoming active brand advocates for Spotify.Keywords: Digital Campaign, Brand Advocacy, Spotify Wrapped, Social Media
The Management of Dealls’ Social Media on X (Twitter) in Building Job Seeker Engagement and Trust Al-Fallah, Sadila Syaumi; Sari, Wina Puspita; Soegiarto, Asep; Putriana, Muria; Kholik, Abdul
Journal of Research in Social Science and Humanities Vol 5, No 2 (2025)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i2.372

Abstract

Social media has become a strategic channel for digital recruitment platforms to build relationships with their audiences. One platform actively fostering closeness with job seekers on X is @deallsjobs, the official account of Dealls, a recruitment platform known for being responsive and closely connected to the job-seeking community on social media. This study aims to understand how Dealls manages its X account to build engagement and trust among job seekers. Using a descriptive qualitative approach, the study applies Regina Luttrell’s Circular of SoMe model as the analytical framework. Data collection was conducted through direct observation, in-depth interviews with the key informant managing the X account and a job seeker, as well as documentation of posts from the @deallsjobs account on X. The data were analyzed through data reduction, data presentation, and conclusion drawing. The results show that Dealls implements the four stages of the Circular of SoMe in an integrated manner. In the Share stage, Dealls distributes job vacancy content, career education, and motivational posts in a contextual and responsive way in relation to public discussions. In the Optimize stage, the X account administrator adjust the posting times, communication tone, and relevant issues according to user characteristics, including tapping into ongoing trends. In the Manage stage, the account maintains consistency through polite and relevant communication, including careful responses to sensitive issues via cross-team coordination. Lastly, in the Engage stage, Dealls builds personal connections with the audience through two-way interactions, empathetic replies, and a casual yet meaningful tone of communication. The study concludes that Dealls' social media management goes beyond mere information dissemination; it also focuses on fostering strong digital relationships with its audience. Consistent, responsive, and relevant management practices drive active engagement and help build trust, stemming from timely responses, empathetic communication, and a presence that aligns with job seekers' needs on the X platform. The engagement and trust developed through these practices also open up opportunities for the emergence of long-term digital loyalty.
Co-Authors Abdul Kholik Abdul Kholik Adhani, Fadia Agustia, Mela Akhsan, Rivanda Kamil Al-Fallah, Sadila Syaumi Aldri Frinaldi Alfian, Rashidqi Alghoniyyu, Muhammad Faishal Amanda Amanda Amelia, Ade Putri Nur Anbiya, Muhammad Zulfan Andzani, Delvina Justitia Dwi Artoma, Nazili Lukluana Ashlah, Ade Aulia Assyifa, Navira Sharen Avida, Caneyta Naeqris Ayyash, Yahya Bachtera, Rifki Azizan Bosma, Rauf Fatah Budiono, Riyaan Callula, Afiyah Disa Candra, Ghina Salsabila Claracynthia, Aqilah Clarissa, Joanna Atha Darmawan, Tjetjep Dewi, Andika Salsa El Farabi, Qoryna Noer Seyma Fadhlurrahman, Ahmad Rifqi Fahrizky, Ibnu Arya Farabi, Qoryna Noer Seima El Farabi, Qoryna Noer Seyma El Fardhudzi, Muhammad Fadril Fauzan, Nugraha Robby Febriyani, Nadira Syfha Firdaus, Muhammad Reza Firdhan, Muhammad Fachrizal Ghania, Fanisa Azwa Hamzah, Ismail Astama Haritza, Muhammad Dzikri Hasna, Mintriati Himawan, Muhammad Ardi Imada, Alisha Imsa, Mentari Anugrah Juliananda, Aulia Kamaludin, Idzni Ramadhani Khansa, Najwa Aulia Kurnia, Salsabila Kusumah, Kayla Sulendra Martha, Abyan Dwi Maulia, Risa Maulidya, Farah Widari Menati Fajar Rizki Najah, Shafa Shafira Octavian, Alfareza Aditya Pamungkas, Bintang Fajar Paramita, Theresia Resa Pinkan, Sabrine Puspita Sari, Wina Putra, Bintang Viditya Putra, Gagak Indra Putri, Amelinda Septia Putri, Amellia Putri, Windy Amelia Rayhan, Mohamad Reyfaldi, Rananda Adrian Rizky, Galang Esa Sabila, Artati Putri Sadewo, Rio Salsabil, Ghina Balqis Saputro, Alysa Salwa Aufaa Sari, Lulu Kartika Yunita sari, wina puspita Seif, Akmal Fatih Selvyana, Anggun Seto, Tobias Aryo Sirait, Jasmine Jovita Khairunnisa Sirait, Naomi Jovanka Sitorus, Putri Yohana Soegiarto, Asep Sulistyarini, Dian Sulthan, Nugraha Azka Surya, Beatrice Samantha Syahdan, Mohammad Arsha Tsabitahadi, Edina Tsuraya, Nashwa Wahyuni, Riska Amelia Widy, Alisya Sasqia Wihadi, Afriza Wina Puspita Sari Wina Puspitasari, Wina Wulandari, Ismi Alivia