Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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All Journal Jobmark: Journal of Branding and Marketing Communication
Hendra Agustian
Andara Farma
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Health Branding, Digital Transformation, and the Content Commodification: A Brand Discourse Analysis of Halodoc Hendra Agustian; Mochamad Kresna Noer
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i1.285

Abstract

Amidst the digital communication revolution, health platforms like Halodoc are strategically harnessing the power of social media to engage with their audiences. This study dissects the meticulous construction of Halodoc's brand discourse and the commodification of content on the Instagram platform. Employing the Brand Discourse Analysis (BDA) method and a critical political economy framework, this qualitative research scrutinizes 457 posts from Halodoc's Instagram account from January to June 2023. The findings underscore Halodoc's systematic optimization of the brand message, mode, medium, and milieu as components of brand discourse to craft a brand image as a modern, caring, and trustworthy health partner, effectively driving high user engagement. Furthermore, the commodification analysis uncovers that Halodoc implements a dual commodification model: free health information is transformed into a commodity to captivate audience attention (the first commodification), which is then converted into customers for paid services on its application (the second commodification). This strategy, woven into a narrative of empowerment, effectively turns health discourse into an economic asset within the digital capitalism ecosystem.
The Narrative Strategy of MS Glow for Men in Campaigning the (Un- to) Glowing Men on YouTube Atiek Puji Lestari; Hendra Agustian; Annisa Laila Alvi Syahri; Andyka Pratiwi4; Elsa EMaghfira
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.399

Abstract

The rapid growth in the use of social media as a marketing tool, mainly through video advertising on YouTube, indicates a significant shift in marketing strategies. This study analyzes the MS Glow for Men advertisement on YouTube, endorsed by Marshel Widianto and Babe Cabita, using an instrumental approach based on the theory and method of Branded Content Analysis (BCA). The advertisement promotes a different representation of masculinity, featuring men with positive personalities and standard bodies, contrasting with the typical image of athletic men in male grooming product advertisements. This approach highlights how influencers influence audiences through various textual, technical, and kinesthetic modes. The results reveal that the advertisement successfully alters the audience's perception of masculinity, convincing them that masculinity is not only related to physical attributes but also personality and character. The positive response from the social media audience signifies the advertisement's success in representing a new concept of masculinity. This study contributes theoretically by demonstrating the effectiveness of the instrumental approach in analyzing representations of masculinity. Practically, the new approach in advertising creativities provides opportunities to promote a more inclusive and diverse concept of masculinity in the marketing domain.
Co-Authors Andyka Pratiwi4 Annisa Laila Alvi Syahri Atiek Puji Lestari Elsa EMaghfira Mochamad Kresna Noer