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All Journal INFORMASI Journal of Indonesian Tourism and Development Studies Kanal : Jurnal Ilmu Komunikasi ETNOSIA : Jurnal Etnografi Indonesia NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Semiotika: Jurnal Komunikasi Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Jurnal Desain Simulacra MEDIALOG: Jurnal Ilmu Komunikasi Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Journal of Media and Communication Science (JcommSci) Jurnal Hawa : Studi Pengarus Utamaan Gender dan Anak Mediakom : Jurnal Ilmu Komunikasi Jurnal Ilmu Komunikasi Nusantara Science and Technology Proceedings Global and Policy Journal of International Relations PIKAT JOSAR (Journal of Students Academic Research) International Journal of Social and Education (INJOSEDU)
Kusuma, Ade
Prodi Ilmu Komunikasi- Fakultas Ilmu Sosial Dan Ilmu Politik- UPN Veteran Jawa Timur
Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Medicine & Pharmacology Social Sciences Other

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ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING: GENERATION Z'S RECEPTION ANALYSIS OF FASHION AFFILIATE CONTENT ON SHOPEE Maysa Maulida Kamal; Ade Kusuma
INJOSEDU: International Journal of Social and Education Vol. 3 No. 5 (2026): International Journal of Social and Education (INJOSEDU)
Publisher : Adisam Publisher

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Abstract

Technological advancements have continuously created innovations that make human life more efficient. Artificial Intelligence (AI), which was initially developed to assist humans in performing everyday tasks, has increasingly expanded into digital marketing, particularly through the emergence of AI-generated affiliate content used to promote fashion products on the Shopee e-commerce platform. This study aims to examine how Generation Z, as digital natives with a high level of digital literacy, receives and interprets the use of AI in promotional content. Employing a qualitative approach and Stuart Hall's Reception Analysis theory, this study explores how Generation Z's interpretations can be categorized into three audience positions: dominant-hegemonic, negotiated, and oppositional. Data were collected through in-depth interviews with five Generation Z informants. The findings reveal that although AI has introduced significant innovations and enhanced efficiency across various aspects of daily life, its application in digital promotional content has received criticism due to its perceived lack of authenticity. The characteristics of fashion products, which require detailed and accurate representations of texture, color, and size, make AI-generated virtual models unable to fully replace the representational role of real human models. Consequently, the findings indicate that none of the informants occupied the dominant-hegemonic position.
BEYOND ADVERTISING: MIXED METHOD ANALYSIS OF WEB SERIES AS A NEW WAY TO BUILD BRAND IDENTITY Ratih Pandu Mustikasari; Ade Kusuma; Sekar Arum Nuswantari
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9250

Abstract

Web series, as an alternative to introducing the value of a brand, are currently in great demand. The data shows that web series are currently not only produced as digital content but also for commercial purposes. The intended commercial interests are related to brand promotion and forms of sponsorship. Several web series are sponsored to depict the identity and value of the product in the storyline. One of the reasons brands create web series content is to help their audience connect directly with them. Through web series, the audience can also understand the value in the content. This research used mixed methods to find qualitative and quantitative data. The results show that most audiences are able to understand web series content as a form of brand value and identity. The four indicators measuring understanding of brand identity in web series show uniformity of positive values. The mean of the respondents' answers shows a number above 3 points. This indicates that the audience understands the existence of brand identity in web series content. Overall, respondents agreed that the web series was able to describe the four dimensions of brand identity. Four dimensions of brand identity that can be fully understood show that a web series can be a complete representation of a brand. This is in accordance with various previous studies, which explain that web series can be an alternative for introducing brand identity to specific segments
Co-Authors Adiasri Putri Purbantina Adiasri Putri Purbantina Aisyah Bariyana Nur Fitri Aldy Solehudin Mahendra Almira Anindita Andayu Farah Devani Andayu Farah Devani Aryadeva Kemal Rafli Aulia Rahmawati Chitra Laksmi Rithmaya Citra Rani Angga Riswari Clarissa Desiana Fanny Woy Diana Hertati Didiek Tranggono Dwidya Syawalya Farikha Rachmawati Frizie Febriani Sihole Glen Aviaro Samanda Heidy Arviani Herlina Suksmawati Juwito Juwito Kresnawati, Megahnanda Alidyan Latif Ahmad Fauzan Martha Claurena Yospikha Ade Wiransani Maysa Maulida Kamal nurhadi, nurhadi Nuryananda, Praja Firdaus Prayudi Prayudi Ratih Pandu Mustikasari Renitha Hapsari Ririn Puspita Tutiasri Sekar Arum Nuswantari Sumardjijati Sumardjijati Sumardjijati, Sumardjijati Syifa Syarifah Alamiyah Tiara Febri Angellia Ucik Uswatun Khasanah Ucik Uswatun Khasanah Vina Nahdiyah Vina Nahdiyah Wahyuningtyas Wangsit Galuh Candra Kirana Windri Saifudin Yahezkiel Ivandro Nathanael Yerry Kahaditu Firmansyah