DIGITAL ERA BUSINESS COMMUNICATION: HOW SKINCARE BRAND AMBASSADORS BOOST CUSTOMER ENGAGEMENT

Kania Octa Faradillah (Padjadjaran university)
Cecep Saeful Barakah (Padjadjaran University)
Nurillah Jamil Achmawati (Padjadjaran University)
Iwan Sukoco (Padjadjaran University)

Jurnal Manajemen Sains dan Organisasi (JMSO)
Vol. 5 No. 2 (2024): Jurnal Manajemen Sains dan Organisasi

Objective – The purpose of this study is to determine the effectiveness of Jeon Somi in enhancing customer engagement on social media and how it impacts customer loyalty. Design/Methodology/Approach – This research was conducted using a descriptive qualitative method with a literature review approach. Data were collected through observation of Jeon Somi's activities on social media, online data searches, and literature studies. Findings – The results show that Jeon Somi successfully increased customer engagement through campaigns such as the #SnailDanceChallenge on TikTok, which garnered over 5.3 million views and an engagement rate of 7.3%. Additionally, Jeon Somi's Instagram account generated more than 150 thousand likes and positive comments, further enhancing customer engagement. Conclusion and Implications – This study highlights the importance of using influencers in digital marketing strategies and how public figures like Jeon Somi can boost customer engagement, loyalty, and brand image.