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Avid Leonardo Sari
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UIN Sunan Gunung Djati, Kampus 2 - Gedung FEBI Jalan Cimencrang, Panyileukan, Cimencrang, Gedebage, Kota Bandung, Jawa Barat 40292
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Branding: Jurnal Manajemen & Bisnis
Published by Universitas Islam Negeri Sunan Gunung Djati Bandung
ISSN : -     EISSN : 29638852     DOI : https://doi.org/10.15575/jb
Core Subject : Economy,
Economics, Econometrics & Finance
BRANDING: Jurnal Manajemen & Bisnis (issn: 2963-8852) is a peer-reviewed journal published two times a year (April and October) by Department of Management, Faculty of Economic and Islamic Business. This journal is intended to be the journal for publishing articles reporting the results of research on management. BRANDING: JBM invites manuscripts in the various topics include, but not limited to, functional areas of marketing management, finance management, strategic management, operation management, human resource management, e-business, knowledge management, management accounting, management control system, management information system, international business, business economics, business ethics and sustainable, and entrepreneurship. BRANDING: Jurnal Manajemen & Bisnis includes research related to: 1. Marketing Management 2. Financial Management and Banking 3. Human Resource Management 4. Operations Management 5. Strategic Management 6. Knowledge Management 7. Business, Innovation, Economy 8. Entrepreneurship 9. Syariah Management 10. Related topics
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 72 Documents
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THE SHIFT FROM CONVENTIONAL MARKETING COMMUNICATIONS TO NEW MEDIA IN THE DIGITAL ERA Iing Saefudin
Branding: Jurnal Manajemen dan Bisnis Vol 4 No 2 (2025): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v4i2.56516

Abstract

Changing consumer behavior, which is increasingly digital-centric, is forcing businesses to revamp their communication strategies to remain relevant and competitive. This study aims to analyze the shift in marketing communications from conventional to new media and identify the driving factors and their impact on the effectiveness of message delivery to consumers. The research employed a descriptive qualitative method through literature review and document analysis related to digital marketing trends. Secondary data collection was obtained from scientific journals, books, and the latest digital marketing industry reports. The results indicate that the transition to new media is driven by the advantages of interactivity, cost efficiency, the ability to precisely target audiences (hyper-targeting), and the accountability of real-time data measurement metrics. This strategic shift has implications for changing consumer behavior, leading to more independent, critical, and empowered consumers who base their trust on peer-to-peer reviews. However, marketers also face the challenges of information overload and the risk of an instant reputation crisis, which necessitate the implementation of a cross-channel (omnichannel) media convergence strategy. The shift to new media is not simply a replacement for physical media, but rather an essential transformation in modern business communications that demands the integration of sophisticated digital technology and authentic, transparent human relationships with consumers.
THE ROLE OF DIGITAL LITERACY AND PUBLIC EDUCATION IN COUNTERING ARTIFICIAL INTELLIGENCE-BASED POLITICAL DISINFORMATION R. Yogie Prawira
Branding: Jurnal Manajemen dan Bisnis Vol 3 No 2 (2024): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v3i2.56570

Abstract

The rapid development of Artificial Intelligence (AI) technology, such as deepfakes and algorithm-based narratives, has disrupted political communication and threatened the integrity of democracy. This qualitative research aims to explore in depth the role of digital literacy and public education as a public defense strategy against AI-based political disinformation. A descriptive qualitative approach was used to understand how the public interprets, identifies, and responds to the threat of this information manipulation. The results reveal two main findings. First, AI-based political disinformation has been shown to create an illusion of truth. Conventional digital literacy has failed to counter because existing curricula remain stuck in basic functional skills and have not integrated aspects of AI literacy or confirmation bias mitigation. Second, current strategies for countering hoaxes have been reactive through take-down and debunking, thus being outpaced by machine replication. This study concludes that public knowledge strengthening must transition to a proactive approach through pre-bunking. The effectiveness of this downstream strategy must be supported by a collaborative multi-stakeholder governance model at the upstream level, through the implementation of adaptive regulations such as mandatory watermarking of AI content and regular algorithm audits on social media platforms to maintain a digital democracy ecosystem with integrity.

Page 8 of 8 | Total Record : 72

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