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All Journal JARES (Journal of Academic Research and Sciences)
Shafa, Aliyya Sausan
Unknown Affiliation
Social Sciences

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VIRTUAL ETHNOGRAPHY OF @DAILYHOTELS.ID ACCOUNT AS A HOTEL PROMOTION MEDIA IN INDONESIA Shafa, Aliyya Sausan; Achmad, Zainal Abidin
JARES (Journal of Academic Research and Sciences) Vol 9 No 1 (2024): March 2024
Publisher : Universitas Islam Balitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35457/jares.v9i1.2792

Abstract

Content management is planning and managing content uploaded on social media that can support promotional activities. This study aims to understand content management strategies to help promotional activities by the @dailyhotels.id account. This study uses a qualitative method with a virtual ethnographic approach. Data collection in this study used virtual searches and interviews with six informants: one account owner @dailyhotels.id, one admin @dailyhotels.id, and four followers @dailyhotels.id. The results of the study show that the content management strategy can help the process of promotional activities for hotels in Indonesia by @dailyhotels.id to have an impact on promotional activities and create purchasing decisions for potential customers. Furthermore, @dailyhotels.id conducts content management to support promotional activities by interacting with @dailyhotels.id followers. In this study, it can be concluded that the content management strategy can help the promotion process be effective and convey information about hotels that the public does not know widely.
Co-Authors Zainal Abidin Achmad