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All Journal Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi
Millenia Farizqi, Aurel
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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SRATEGI PENGELOLAAN KONTEN “F BEAUTY STANDARD” DALAM MEMBAGUN E-WOM PADA AKUN INSTAGRAM @madformakeup.co Millenia Farizqi, Aurel; Istia Wahyuni, Itca
Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi Vol 9 No 2 (2021): Medium Jurnal Ilmiah Fakultas Ilmu Komunikasi Universitas Islam Riau
Publisher : Fakultas Ilmu Komunikasi Universitas Islam Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/medium.2021.vol9(2).8804

Abstract

In the era of digital activity, word of mouth is mediated by the presence of the internet, which is known as electronic word of mouth. Developments continue to occur, so many companies are using electronic word of mouth as their communication strategy. One company in the beauty sector, Mad for Makeup, utilizes the content of 'F Beauty Standard' as a strategy in building electronic word of mouth. This study aims to determine the content management strategy of 'F Beauty Standard' in building electronic word of mouth on the Instagram account @madformmakeup.co. The method used in this research is qualitative with descriptive approach, using constructivism paradigm. In collecting data, the researcher conducted semi-structured in-depth interviews with key informants and experts. The key informants in this study were the Co-Founder, External Communications Manager, Content Manager, Internal Communication Manager Mad for Makeup, and expert informants in the field of digital marketing. The results showed that in the strategic planning stage, the Mad for Makeup audience was determined by the category of students to first jobbers. At the implementation stage, Mad for Makeup manages content using hashtags, sees post insights, and establishes interaction between audiences in building electronic word of mouth. At the evaluation stage, Mad for Makeup conducted a content analysis of the 'F Beauty Standard' data to improve content management activities in the future
Co-Authors Itca Istia Wahyuni