Aktivitas buzzing brand tampico melalui media instagram = Activity of buzzing tampico through instagram media

Febrina, Agnes Tiona (2017) Aktivitas buzzing brand tampico melalui media instagram = Activity of buzzing tampico through instagram media. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (5MB)
	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (353kB)
	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (714kB)
	Text (Chapter 1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (375kB)
	Text (Chapter 2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (634kB)
	Text (Chapter 3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (621kB)
	Text (Chapter 4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (13MB)
	Text (Chapter 5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (360kB)
	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (363kB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (13MB)
	Text (Publication Agreement) Publication-Agreement.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (964kB)

Abstract

Kemajuan teknologi internet menggerakkan para marketer untuk melakukan promosinya di dunia digital. Dalam pemasaran digital, marketer memanfaatkan media sosial Instagram sebagai alat untuk memperkenalkan brandnya. Melalui media sosial Instagram, brand Tampico memilih peran beberapa buzzer sebagai strategi untuk menyebarkan konten atau pesan yang ingin disampaikan. Hal ini dilakukan agar tercipta online word of mouth yang menghasilkan buzz marketing melalui para buzzer atau influencer di media sosial. Tampico menggunakan strategi buzz marketing karena dapat memberikan excitement, menciptakan publisitas dan menyampaikan informasi relevan yang berhubungan dengan brand baru melalui cara-cara yang tidak terduga (Kotler & Keller, 2012). Dengan adanya kegiatan buzzing Tampico, diharapkan dapat timbul kesadaran masyarakat khususnya bagi pengguna media sosial Instagram akan hadirnya produk minuman brand Tampico. Bukan hanya kesadaran saja tetapi juga diharapkan adanya hubungan antara customer dengan brand melalui konten yang sudah dibagikan oleh para buzzer./ The development of internet technology drives the marketers to do promotions in digital world. In digital marketing, marketers use the social media Instagram as a channel for them to introduce their brands. Through social media Instagram, Tampico chose the role of several buzzers as a strategy to spread the content and the message. This is done to create online word of mouth that can give rise to buzz marketing through the buzzers or influencers in social media. Tampico use the buzz marketing strategy because it gives the audience the excitement, create publicity and gives relevant information associated with the new brand through the unexpected ways (Kotler & Keller, 2012). By the activity of buzzing, it is expected to raise the awareness from public especially Instagram users and also the customer engagement through the shared content from buzzers to the audience.

Actions (login required)

View Item