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All Journal Journal of Content and Engagement
Vienny Chikita
Communication Sciences Department Petra Christian University
Social Sciences

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The Influence of “Every U Does Good Heroes” Public Relations Campaign Message on Followers Attitudes regarding Unilever Indonesia’s Vision and Mission on Instagram @unileveridn Vienny Chikita; Fanny Lesmana; Inri Inggrit Indrayani
Journal of Content and Engagement Vol 2 Issue 1 (2024): April 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.1.54-81

Abstract

This research was intended to explain the influence of campaign message Every U Does GoodHeroes on the followers of @unileveridn. Unilever Indonesia has run a campaign of Every U DoesGood Heroes since August 2021 until now. The campaign invites individuals or companies toextend kindness to others in simple ways. To provide kindness for around, Indonesia Unileverguides on three pillars that are in line with this campaign. These pillars are building moresustainable planets, improving the health and well-being of the community, and contributing to ajust and inclusive society. The kind of research is explanatory quantitative, with online methodsof surveys and simple linear regression as data analysis techniques. The number of samples, asmany as 100 followers of @unileveridn based on purposive sampling. Research has shown thatcampaign messages influence the followers of @unilever. The highest influence is on the messagestructure sub-indicator, namely conclusion statement. The lowest influence is in the message'scontent sub-indicator, supporting material that contains the purpose of campaign message.Research shows that variable x: public relations campaign message also has strong correlation withvariable y: attitude. This was due to campaign messages consistent with three pillars of UnileverIndonesia.
Co-Authors Fanny Lesmana Inri Inggrit Indrayani