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All Journal Kalbisocio: Jurnal Bisnis dan Komunikasi
Ni Made Eni Dwi Ayuni
University of National Education
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Analisis Narasi Visual dan Brand Image NCT 127 Dalam Promosi Album ‘Walk’ Di Instagram Ni Made Eni Dwi Ayuni; I Gusti Ayu Agung Dewi Sucitawathi Pinatih; Ni Made Prasiwi Bestari; Jonathan Jacob Paul Latupeirissa
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 13 No. 1 (2026): KALBISOCIO Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/5tmmhc03

Abstract

This research aims to analyze the digital communication strategy of the @nct127 Instagram account in building a brand image through the promotion of the ‘Walk’ album. The study employs a qualitative descriptive method with a literature study approach, observing visual and narrative elements on social media. The results indicate that the promotion of the ‘Walk’ album successfully constructs a "Neo Culture" brand image through a multimodal communication approach that integrates persuasive copywriting, urban-street aesthetics, and interactive audio-visual synchronization. The use of Instagram Reels as a digital narrative engine significantly increased audience engagement and established a consistent visual identity. In conclusion, the orchestration of high-quality visual narratives and interactive features is the key factor in maintaining NCT 127's position as a trendsetter in the global music industry.
Co-Authors I Gusti Ayu Agung Dewi Sucitawathi Pinatih Latupeirissa, Jonathan Jacob Paul Ni Made Prasiwi Bestari