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All Journal Scriptura: Jurnal Ilmiah Komunikasi Journal of Content and Engagement
Yovan Immanuel
Petra Christian University
Languange, Linguistic, Communication & Media Social Sciences

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How Followers Perceive Local Brands: A Case Study of a Food & Beverage Industry’s Instagram Account Yovan Immanuel; Paramita Widjaya
Journal of Content and Engagement Vol 1 Issue 3 (2023): December 2023
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.1.3.216-231

Abstract

This study analyses a local Surabaya-based cafe and explores its branding through media activity, particularly on Instagram. As Instagram is a widely used social media platform in this day and age, businesses have also tried to expand their reach through said medium. The objective of this research is to find out through this local cafe, whether or not marketing one’s brand (awareness) through Instagram is effective. This is measured through the brand theory and consumer knowledge theory. This research also employs the marketing public relations theory. Data was collected through distributing questionnaires to 110 respondents using purposive random sampling. The questions used in the questionnaire are all based on brand elements as well as factors in consumer knowledge. Based on the researchers’ calculations, the level of knowledge of consumers regarding this local cafe is considered high, thus for this particular cafe, using Instagram as a medium to do marketing communication and increasing brand awareness is considered as effective.
Communication Accommodation Strategy Among Members of the OMORI Online Community: A Case Study on the Use of Semantic Shifted Slang by Generation Z Yovan Immanuel; Jandy Edipson Luik; Lady Joanne Tjahyana
Scriptura Vol. 15 No. 1 (2025): JULY 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.1.95-106

Abstract

Communication accommodation is a process that is undergone by all new members of a community. The rapid growth of online communities among Generation Z has fostered the emergence of unique linguistic practices, including semantic-shifted slang, which can present challenges for new members to adapt and integrate. This study examines how communication accommodation strategies are employed by members of the OMORI virtual community on Discord, focusing on the use of semantic-shifted slang as a tool for group adaptation. The OMORI community serves as a platform for the players to meet and discuss with other OMORI players. This study attempts to research the OMORI virtual community in Discord, where the group members also often have other smaller groups which help them in their communication accommodation process. Employing a case study qualitative approach through semi-structured interviews, findings reveal that convergence—through observation, imitation, and gradual adoption of slang—is the dominant strategy, with small groups serving as safe spaces for experimentation and learning. Divergence also occurs when slang conflicts with personal identity or self-image. This research contributes to the field of communication studies by deepening the understanding of Communication Accommodation Theory in virtual, interest-based communities, highlighting how slang functions as both a symbolic and practical tool for fostering cohesion, negotiating identity, and strengthening group membership in online spaces.
Co-Authors Jandy Edipson Luik Lady Joanne Tjahyana Paramita Widjaya