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All Journal Jurnal Ilmiah Multimedia & Komunikasi Proceedings of Jogjakarta Communication Conference (JCC)
Harliyono, Maria
Unknown Affiliation
Arts Computer Science & IT Control & Systems Engineering Social Sciences

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Social Media’s Impact on Sustainability Engagement: Brands, NGOs, and Influencers Harliyono, Maria; Priskila
Jogjakarta Communication Conference (JCC) Vol. 3 No. 1 (2025): The 6th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

  As social media becomes a dominant channel for advocacy and marketing, its role in promoting sustainability is increasingly vital. This study examines how brands, non-governmental organizations (NGOs), and influencers utilize social media platforms—Instagram, TikTok, and X (formerly Twitter)—to engage audiences in sustainability campaigns. By conducting a comparative content analysis of 30 accounts (10 per category), this research identifies key persuasive strategies, engagement levels, and audience sentiment toward sustainability messaging. Preliminary findings suggest that influencers generate higher engagement and trust among audiences, while NGOs are perceived as the most credible sources of sustainability advocacy. Brands, despite their extensive reach, often face skepticism due to concerns over greenwashing. Posts that incorporate emotional storytelling and direct calls to action tend to receive higher engagement compared to purely informational content. Additionally, visual content such as short-form videos on TikTok and Instagram Reels attracts significantly more audience interaction than text-based posts on X.By analyzing these dynamics, this study provides insights into the effectiveness of digital sustainability campaigns and offers recommendations for optimizing social media strategies to enhance public participation in sustainability efforts. The findings will support organizations, policymakers, and content creators in developing more impactful sustainability messaging in the digital era.  
Efektifitas Iklan YouTube: Korelasi antara Kredibilitas Tasya Farasya dengan Ulasan Produk Maybelline Putri, Triana; Rayhan, Muhammad; Marta, Rustono Farady; Ahmad, Rosmalia; Harliyono, Maria
Jurnal Ilmiah Multimedia dan Komunikasi JIMK Vol. 9 No. 1, Bulan Juni 2024
Publisher : Sekolah Tinggi Multi Media "MMTC" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56873/jimk.v9i1.307

Abstract

Influencers can strengthen the effectiveness of advertising by consumers when they are considered to have good credibility, so they buy the product. The aim of the research is to determine the relationship between Tasya Farasya's credibility and the effectiveness of Maybelline product reviews as marketing communication strategy.  Previous study of Credibility Theory by Hovland Weiss found that audiences tend to give a higher level of approval when the source has a high reputation. There are two variables that will be measured, namely source credibility and review effectiveness. Source credibility is measured using the dimensions of attractiveness, trustworthiness, and expertise. Also, advertising effectiveness is measured using the dimensions of personal engagement and interactive engagement. The research used a survey-based explanatory quantitative approach by distributing questionnaires to 100 consumers of Maybelline products. The data obtained was processed using SPSS version 27 software, and analyzed by correlation. Research findings show that there is a significant and strong relationship between Tasya Farasya's credibility and the effectiveness of Maybelline product advertising. Therefore, it can be concluded that Tasya Farasya's credibility is able to strengthen the effectiveness of Maybelline product advertising.
Co-Authors Ahmad, Rosmalia Muhammad Rayhan Priskila Putri, Triana Rustono -