Formosa Journal of Social Sciences (FJSS)
Vol. 2 No. 4 (2023): December, 2023

Marketing Communications’ Message Strategies of TikTok Shop Indonesia and Shopee Indonesia Through Social Media Instagram

Rahma Maulinda Dwinari (Universitas Sebelas Maret)
Pawito (Universitas Sebelas Maret)
Andre Noevi Rahmanto (Universitas Sebelas Maret)

Article Info

Publish Date
28 Dec 2023

Abstract

TikTok Shop and Shopee are two e-commerce sites that using Instagram as a marketing communication medium. This study aims to discover the message strategy’s from the Instagram’s contents of @TikTokShop_Indonesia and @Shopee_ID in welcoming the month of Ramadan in 2023. The message strategy theory is the reference in this study. This study uses a qualitative approach with content analysis methods. The study results show that @TikTokShop_Indonesia content focus on transformational messages, informational messages become the focus afterward, and interactional messages still need to achieve. TikTok Shop Indonesia is more focused on touching the emotional motivation of its consumers with the hope that consumer involvement will increase. Instead, @Shopee_ID puts interactional messages and transformational messages above informational messages

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Journal Info
Formosa Journal of Social Sciences (FJSS)
Website

Abbrev

fjss

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

Description

Formosa Journal of Social Sciences (FJSS) is a peer reviewed international journal that covers the fields of scientific research, literature studies and academic scholarship that study social groups and, more generally, human interactions. FJSS is a quarterly publication also cover articles on ...