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All Journal Procedia of Social Sciences and Humanities Intelektualitas Journal of Geography, Regional Planning and Development
Aestetika, Nur Maghfirah
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Social Sciences Other

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Analysis of The Use of EXO Brand Ambassador on Scarlett Whitening Instagram Social Media Nuriyanti, Shinta; Aestetika, Nur Maghfirah
Procedia of Social Sciences and Humanities Vol. 7 (2024): International Conference On Emerging New Media and Social Science
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v7i.610

Abstract

Brand Ambassadors in the marketing industry, especially in the digital age where social media plays an increasingly dominant role. The presence of celebrities as brand ambassadors has become a common strategy for brands to strengthen their brand image on social media. EXO's presence as Scarlett whitening brand ambassador on the Instagram platform. The purpose of this research is to analyze the use of EXO brand ambassadors, the focus of this research is on content involving EXO on Scarlett whitening's instagram. this research provides benefits to be able to understand the types of content that are attractive to instagram followers, in order to help in designing more interesting and relevant content. The theory in this research is Brand ambassador theory which will help in developing an understanding of the dynamics of the relationship between celebrities, brands, and consumers in the context of social media. The research method used is qualitative using content analysis. Content analysis will be conducted to identify and evaluate the types of content posted by Scarlett Whitening's Instagram account featuring EXO Brand Ambassador. Primary data will be obtained from Scarlett whitening's Instagram posts related to the presence of EXO as a brand ambassador. Secondary data will be obtained from literature and previous research relevant to this topic. The findings that the use of EXO's Brand Ambassador as a Brand Ambassador succeeded in attracting the attention of Instagram users, increasing interaction, and expanding the reach of Scarlett Whitening products. Scarlett whitening utilizes transference, congruence, credibility, attractiveness and also power. Thus, Scarlett Whitening is effective in achieving promotional goals and providing many positive responses from the products being promoted.
Menghidupkan Kembali Strategi Pemasaran melalui Siaran Langsung TikTok Shop Muzamaroh , Zainatul; Aestetika, Nur Maghfirah
Intelektualitas Jurnal Penelitian Lintas Keilmuan Vol. 1 No. 2 (2024): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/intelektualitas.v1i2.2709

Abstract

Tiktok merupakan salah satu media sosial yang dijadikan sarana penyebaran informasi melalui video, aplikasi tiktok juga memiliki fitur live streaming untuk memasarkan dan membeli langsung melalui aplikasi tiktok sendiri, sehingga peluang besar untuk bisa mendapatkan konsumen yang sebelumnya belum mengenal produk penjual bisa mengenal bahkan merubah keputusan pembelian produk penjual. Malaikamoza salah satu toko online yang memasarkan produknya melalui tiktok shop dan penjualan melalui live streaming tiktok. Berdasarkan latar belakang tersebut penelitian ini bertujuan untuk mengetahui dan mendeskripsikan strategi pemasaran yang dilakukan Malaikamoza melalui live streaming tiktok untuk menciptakan produk top of mind. Penelitian ini dikaji menggunakan dua komponen strategi pemasaran yaitu strategi pesan dan strategi media. Penelitian dilakukan menggunakan metode kualitatif deskriptif dengan paradigma konstruktivisme.hasil yang ditemukan penggunaan strategi pemasaran dengan strategi pesan dan strategi media pada live streaming tiktok Malaikamoza berhasil meningkatkan jumlah audiens dan kualitas akun toko mulai dari jumlah followers sampai penjualan. dan kualitas akun toko mulai dari jumlah followers sampai penjualan.
Analysis of The Use of EXO Brand Ambassador on Scarlett Whitening Instagram Social Media Nuriyanti, Shinta; Aestetika, Nur Maghfirah
Procedia of Social Sciences and Humanities Vol. 7 (2024): International Conference On Emerging New Media and Social Science
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v7i.610

Abstract

Brand Ambassadors in the marketing industry, especially in the digital age where social media plays an increasingly dominant role. The presence of celebrities as brand ambassadors has become a common strategy for brands to strengthen their brand image on social media. EXO's presence as Scarlett whitening brand ambassador on the Instagram platform. The purpose of this research is to analyze the use of EXO brand ambassadors, the focus of this research is on content involving EXO on Scarlett whitening's instagram. this research provides benefits to be able to understand the types of content that are attractive to instagram followers, in order to help in designing more interesting and relevant content. The theory in this research is Brand ambassador theory which will help in developing an understanding of the dynamics of the relationship between celebrities, brands, and consumers in the context of social media. The research method used is qualitative using content analysis. Content analysis will be conducted to identify and evaluate the types of content posted by Scarlett Whitening's Instagram account featuring EXO Brand Ambassador. Primary data will be obtained from Scarlett whitening's Instagram posts related to the presence of EXO as a brand ambassador. Secondary data will be obtained from literature and previous research relevant to this topic. The findings that the use of EXO's Brand Ambassador as a Brand Ambassador succeeded in attracting the attention of Instagram users, increasing interaction, and expanding the reach of Scarlett Whitening products. Scarlett whitening utilizes transference, congruence, credibility, attractiveness and also power. Thus, Scarlett Whitening is effective in achieving promotional goals and providing many positive responses from the products being promoted.
SOCIAL MEDIA MARKETING OF BEAUTY PRODUCTS ON INSTAGRAM ACCOUNTS @FACETOLOGYOFFICIAL Ningsih, Putri Kuswanti; Aestetika, Nur Maghfirah
Journal of Geography, Regional Planning and Development Vol. 1 No. 4 (2024): Journal of Geography, Regional Planning and Development
Publisher : ANTIS PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jgrpd.v1i4.999

Abstract

General Background: Social media marketing has revolutionized the way businesses connect with customers, offering a powerful platform for promoting products and building brand awareness. Specific Background: This research focuses on the Instagram account @facetologyofficial, exploring how Facetology employs social media marketing strategies to engage consumers and drive sales. Knowledge Gap: Despite the increasing reliance on social media for marketing, there is limited research that specifically analyzes the application of social media marketing theories within local beauty brands on platforms like Instagram. Aims: The study aims to investigate the social media marketing strategies utilized by Facetology on Instagram, with a focus on their implementation of the 4Cs framework: context, communication, collaboration, and connection. Results: Employing a descriptive qualitative approach and observational data collection, the findings reveal that Facetology effectively applies the 4Cs: 1) Context—maintaining a consistent visual aesthetic across posts; 2) Communication—using photos and videos, particularly Instagram Stories for product reviews; 3) Collaboration—partnering with influencers for endorsements to enhance market reach and consumer trust; and 4) Connection—fostering customer relationships through active engagement in comments, direct messages, and sharing customer testimonials. Novelty: This study contributes to the understanding of how local beauty brands can leverage specific social media marketing strategies to enhance their online presence and customer engagement. Implications: The results highlight the importance of a structured social media marketing approach, suggesting that other businesses can benefit from implementing similar strategies to strengthen customer relationships and increase brand loyalty. This research provides practical insights for practitioners in the beauty industry aiming to optimize their social media marketing efforts.
Co-Authors Muzamaroh , Zainatul Ningsih, Putri Kuswanti Nuriyanti, Shinta