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Wulandari, Anna
Prodi Magister Manajemen Universitas Pelita Bangsa
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Journal : international journal of community service ijcs

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Community Empowerment in the Digital Era : Developing Social Media Campaigns for OTOP Branding Wulandari, Anna; Wahdiniwaty, Rahma; Catur Pamuji, Geraldi; Keawkanya, Chutima; Shiha, Osama; Aprilianti, Dhiani; Agustian, Aryanti; Farhan Aqsha, Muhammad
International Journal of Community Service (IJCS) Vol. 4 No. 2 (2025): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijcs.v4i2.1607

Abstract

Community empowerment through localized economic development is vital for sustainable growth, particularly in rural areas. This study focuses on developing and implementing social media campaigns to enhance the branding of One Tambon One Product (OTOP) in Bang Prong, Samut Prakan, Thailand. Employing a mixed-methods approach, the research combined community engagement, audience analysis, strategic campaign design, and comprehensive evaluation. The campaign leveraged storytelling, influencer partnerships, interactive content, and educational outreach to increase product visibility and consumer engagement. Results showed a substantial increase in social media reach, positive shifts in brand perception, and enhanced entrepreneurial confidence among community members. The campaign also fostered stronger social cohesion and promoted sustainable production practices. This study contributes to the understanding of digital marketing’s role in community-based economic initiatives and offers a replicable model for empowering grassroots enterprises in the digital era. The findings underscore the importance of integrating digital tools with traditional practices to drive inclusive and sustainable local development.
Co-Authors Aas Ariska Achmad, Yudianto Adinewa Surya Prakosa Agung Yannesa Agus Prianto Agustian, Aryanti Ahmad Edwan Rifqi Anggara, Bangkit Akbar Anggi Nanda Pertiwi Anis, Billy Josef Anisa Indah Paramita Anjar Sri Lestari Annisa Devia Islami Apriliani April Aprilianti, Dhiani Arief Nugroho Aswan Supriyadi Sunge Avoressi, Dian Dianti Baskoro Ashar Pamungkas Bastanta, Andreas Riski Bellatasya Naftalie Billy Josef Anis Billy Yosef Anis Catur Pamuji, Geraldi Darmayanti, Hervina Puspita Dea Dalilla Dewi, Emmi Rostika Dimas Bayu Dodi Rustandi Edri, Rendi Fajar Utama Engkus Kusnadi Farhan Aqsha, Muhammad Fatimatul Zahro Anhari Fitri Rezeki Garnis Fitria Aulia Hamzah Muhammad Mardi Putra Hannan, Alfa Basmatul Hermiati, Novi Fitria Heru Mulyanto Hidayatulloh, Enjang Galih Ibrahim, Maulana Yusuf Indah Paramita, Anisa Indah Permata Sari Josef Anis, Billy Kamela, Hurian Keawkanya, Chutima Koto, Siti Khadijah Lestari, Dian Alia Lia Ardipa Lia Maria Nurlina Linda Khamelia Mardiyana Mario Setiawan Maura Putri Alicia Mawan Mawan Misri Ikhwani MUHAMAD GUNTUR Muhamad Nurul Ainil Yaqin Muhammad Fajar Alfian Muhammad Sapruwan MUHAMMAD SYAIFULLOH Muhsoni, Ridwan Nova Meisya Aulia Novelayanti, Melati Desi Nugroho, Arief Teguh Nurjanah, Rina Nurlina Nurlina Nursifa, Dea Ovilia Nasya Yuswanto Paramitha, Annisa Indah Permana, Adam Dede Prabowo, Ibnu Tri Prasetyo, Dimas Bayu Putra, Maha Putri Delvina Sari Rahayu Sulistyowati, Rahayu Rahma Wahdiniwaty Rahma Yani Syahputri Ramadhani, Yunita Ratinah, Ratinah Ravina Esma Dianti Renata Delfani Rensi Suryanti Retno Purwani Setyaningrum Riono, Slamet Bambang Sahrul Samsuri Samsuri Sapruwan, Muhammad Sardika Qorfianalda Sari, Putri Anggun Sarwo Edy Sasmita Mirtan Shiha, Osama Siti Awaliyati Deliabilda Suci Nur Utami Sulastri, Yati Supriyanto Supriyanto Suratno Suratno Suriyanti Suriyanti Surya Bintarti Syafei, M. Yani Taufik Hidayat Taufiq Rachman Triputra, Dedi Romli Triyono Triyono Umi Narimawati Waskito Waskito Widya Asmara Wijayanto, Tri Ngudi Wulan Ayu Sulistiawati Yahya, Adibah Yanessa, Agung Yuan Badrianto Yufifi Liong Yuriyatun, Fitri