Optimization Instagram Content as @gokampusofficial Brand Communication Medium

Mediator: Jurnal Komunikasi

View Publication Info
 
 
Field Value
 
Title Optimization Instagram Content as @gokampusofficial Brand Communication Medium
 
Creator Manurung, Gloria Violita
Rewindinar, Rewindinar
Marta, Rustono Farady
 
Subject Communication; Brand Communication; Integrated Marketing Communication; Mass Media and New Media
Brand Communication, Instagram, Content analysis, @gokampusofficial
 
Description Instagram is one of the popular social media companies used as a medium for brand communication. Instagram has a role in reaching the company's target audience more widely and unlimitedly. One company which uses Instagram as a medium in the brand communication strategy is GoKampus. GoKampus is a new application-based company where the target audience is the majority of Instagram users. This research was conducted to discover how GoKampus optimizes Instagram in the form of video content created as an effort to introduce their brand to Instagram users who are their target audiences. This study uses a qualitative content analysis method by analyzing the content on four series of videos on the @gokampusofficial Instagram account. The study focuses on four categories of video content, specifically 1) message content explaining the Instant Approval feature, 2) message content explaining the GoKampus brand identity, 3) written captions, and 4) the number of viewers and comments. The results show that the series of video content having been created was able to create brand awareness of the GoKampus; however, it was not optimal enough in building brand engagement from its followers. Therefore, this can be examined from the small number of comments and the number of viewers.
 
Publisher Pusat Penerbitan Universitas (P2U) LPPM Unisba
 
Contributor
 
Date 2020-12-26
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

Analisis Konten
 
Format application/pdf
 
Identifier https://ejournal.unisba.ac.id/index.php/mediator/article/view/6402
10.29313/mediator.v13i2.6402
 
Source Mediator: Jurnal Komunikasi; Vol 13, No 2 (2020): (Accredited Sinta 3); 203-216
MediaTor (Jurnal Komunikasi); Vol 13, No 2 (2020): (Accredited Sinta 3); 203-216
2581-0758
1411-5883
10.29313/mediator.v13i2
 
Language eng
 
Relation https://ejournal.unisba.ac.id/index.php/mediator/article/view/6402/pdf
 
Rights Copyright (c) 2020 Mediator: Jurnal Komunikasi
http://creativecommons.org/licenses/by/4.0
 

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