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p-Index From 2021 - 2026
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All Journal Jobmark: Journal of Branding and Marketing Communication
Bioldy, Ersal
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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How an Automotive Brand Corrupts: Insights from the 2015's Volkswagen Dieselgate Fanani, Roby Zul; Sartika, Forestya; Bioldy, Ersal; Novianda, Olga; Lasuardy, Andi; Permatasari, Yulinda S.; Murtadha, Hasan Ali
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.303

Abstract

The giant German automotive manufacturer, Volkswagen (VW), was involved in the most significant case of falsifying emissions standards in automotive history in 2015, and this case caused VW to suffer losses of €32 billion. VW is suspected of manipulating verbal and non-verbal messages by involving many media. This article aims to dissect the communication corruption committed by VW in falsifying its standard emission test data. Communication corruption is an act or event in the communication process that reduces the rights of the public or audience to receive messages completely and correctly according to the facts, both normative facts and contemplative facts, by taking advantage of the power, strength, or authority they possess. In analyzing this theory, four dimensions can be seen: message, media, context, and behavior. The analysis results show that VW corrupted the exhaust emissions message on diesel-engined vehicles. VW admitted its mistake after compelling evidence and mounting public pressure. In the media dimension, VW corruptively communicates its benefits through television commercials, outdoor advertising, and digital media. The corrupt communication context of VW includes culture, situation, targets, norms, and values. At the same time, the behavioral dimension is related to immoral and even illegal actions from the Dieselgate scandal, such as manipulating special software on diesel engines to cheat emissions tests to smooth distribution permits. This case teaches brands that messages should always be conveyed openly and transparently so as not to harm many parties, especially the company itself.
Beyond the Chat: An Appsnographic Investigation of UX, BX, and CX in MSME Brands Using ChatGPT Bioldy, Ersal
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 2 (2026): JOBMARK Vol 7 No 2 (January-June 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i2.443

Abstract

The growing integration of artificial intelligence in digital communication has transformed how micro, small, and medium enterprises (MSMEs) develop and experience branding practices. This study proposes an appsnographic approach to investigate the interrelated dimensions of User Experience (UX), Brand Experience (BX), and Consumer Experience (CX) in the context of MSME branding using ChatGPT. Appsnography, as an extension of digital ethnography, enables a multidimensional exploration of technocultural interactions by examining how users engage with applications across techno-physical, sociocultural, communicative, discursive, and mediality dimensions. Adopting a qualitative interpretive approach, this study utilizes appsnographic analysis to capture MSME actors’ lived experiences in interacting with AI-mediated systems for branding purposes. The findings reveal that UX, BX, and CX are not isolated constructs but dynamically interconnected through AI-mediated communication processes. UX reflects usability, accessibility, and cognitive support provided by the system, shaping how MSME actors interact with the technology. BX emerges through the co-creation of brand meaning, in which AI contributes to ideation, storytelling, and the consistency of brand identity. Meanwhile, CX extends beyond end consumers to include MSME actors themselves as “internal consumers,” highlighting how their interactions with ChatGPT as an AI brand influence their perceptions of value creation and customer engagement strategies. The study demonstrates that AI applications function not merely as tools but as active mediators that reshape branding experiences and decision-making processes. The appsnographic lens uncovers the technocultural dynamics underlying these interactions, offering deeper insight into how meaning, experience, and value are constructed in AI-driven environments.
Co-Authors Fanani, Roby Zul Lasuardy, Andi Murtadha, Hasan Ali Novianda, Olga Permatasari, Yulinda S. Sartika, Forestya