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All Journal Jurnal Audience Jurnal Komunikasi Indonesia
Putri, Vega Karina Andira
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Humanities Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Media Sosial Terintegrasi dalam Komunikasi Pemasaran Brand: Studi Komparasi Pemanfaatan Media Sosial Oleh High dan Low Involvement Decision Brand Putri, Vega Karina Andira
JURNAL KOMUNIKASI INDONESIA
Publisher : UI Scholars Hub

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Abstract

Penelitian ini dilakukan untuk mengetahui pemanfaatan social media serta bentuk integrasi social media yang tepat bagi brand dengan proses pengambilan keputusan konsumen melalui high maupun low involvement dalam komunikasi pemasaran brand. Dari hasil studi komparasi ditemukan perbedaan dalam pemanfaatan social media dan bentuk integrasi media sosial antara high dengan low involvement decision brand. Perbedaan dapat dilihat dari proporsi penggunaan media digital, akun media sosial yang dikelola brand, konten tiap akun media sosial, kerjasama dengan buzzer, dan hubungan antar social media tools. Selain itu, ditemukan juga bahwa brand yang sukses melakukan komunikasi pemasaran melalui social media adalah brand yang mengelola komunitas online dengan baik. This research aims to understand social media utilization and the forms of appropriate social media integration for brands by means of consumer decision making process through high and low involvement in the brand marketing communication. Comparative studies find differences in the use of social media and the forms of social media integration between high and low involvement decision brand. The distinctions can be observed from the proportion of digital media use, social media accounts administered by brand owners, contents of each social media account, partnership with buzzers, and social media tools inter-relationship. Besides, it is discovered that a successful brand, which carries out marketing communication through social media, is the one whose online community is well-managed.
Meta Verified Trends in Indonesia Related to Brand’s Endorsement Decisions Putri, Vega Karina Andira; Dinansyah, Fakhriy
Jurnal Audience: Jurnal Ilmu Komunikasi Vol. 7 No. 2 (2024): AGUSTUS 2024
Publisher : Universitas Dian Nuswantoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/ja.v7i2.9902

Abstract

In June 2023, Meta Verified has been available and can be purchased in Indonesia. Meta Verified is a service that allows all Instagram and Facebook users to get a blue tick and several other benefits the company offers. The interest of Instagram users in subscribing to this service is immense because a blue tick accompanying the account name is considered to strengthen an individual's profile. The blue tick is believed to support the personal branding built by someone on Instagram to become more credible. So far, brands have a preference for choosing accounts with a blue tick because they are synonymous with their credibility in the eyes of the public. Aditya's research in 2021 shows that the source's credibility increases awareness of the company and can determine the attitude of Indonesian consumers towards a brand advertisement. The presence of Meta Verified, which now allows all users to have a blue tick without showing credibility, is the background to the paper entitled "Meta Verified Trends in Indonesia Regarding Endorsement Decisions by Brands." This research aims to determine whether there has been a change in the preferences of endorsers who have blue ticks on Instagram. This research paper uses a case study method with data collection techniques through interviews with brands who frequently endorse on Instagram social media. This research shows that brands place a larger endorsement budget for Instagram accounts with a blue tick that does not use subscription services or for those that get the blue tick organically.Keywords: Meta Verified, Personal Branding, Endorsement, Social Media, Innovation
Co-Authors Dinansyah, Fakhriy