Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic
The impact of the COVID-19 pandemic has changed the condition of the media industry both in terms of economy and existence. This research aims to determine the state of the social media communication strategy KapanLagi Youniverse as a media group in Indonesia to strengthen brand equity. The theoreti...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2023-01-01
|
| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02145.pdf |
| _version_ | 1797673575362068480 |
|---|---|
| author | Pratiwi Sefya Dian Husna Nisrin Savitri Galuh Ayu Amalia H. Adhi Murti Citra |
| author_facet | Pratiwi Sefya Dian Husna Nisrin Savitri Galuh Ayu Amalia H. Adhi Murti Citra |
| author_sort | Pratiwi Sefya Dian |
| collection | DOAJ |
| description | The impact of the COVID-19 pandemic has changed the condition of the media industry both in terms of economy and existence. This research aims to determine the state of the social media communication strategy KapanLagi Youniverse as a media group in Indonesia to strengthen brand equity. The theoretical foundation of this research is using the Circular Model of SoMe for Social Communications and Brand Equity’s dimension Theory. The research method used in this research is qualitative research with the design of a study case, in which the data is collected by interview and observation. This research shows that in the pandemic situation KapanLagi Youniverse (KLY) could rise by strengthening its existence as a media group in Indonesia. The social media communication strategy of KapanLagi Youniverse uses the aspect of sharing (cross-platform social media and type of content), optimize (PESO model), manage (media monitoring and user experience), and engage (interactivity and media community approach) in strengthening brand equity. |
| first_indexed | 2024-03-11T21:46:20Z |
| format | Article |
| id | doaj.art-38d8b11644a0475b9c13373ba26e7dcf |
| institution | Directory Open Access Journal |
| issn | 2267-1242 |
| language | English |
| last_indexed | 2024-03-11T21:46:20Z |
| publishDate | 2023-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | E3S Web of Conferences |
| spelling | doaj.art-38d8b11644a0475b9c13373ba26e7dcf2023-09-26T10:11:44ZengEDP SciencesE3S Web of Conferences2267-12422023-01-014260214510.1051/e3sconf/202342602145e3sconf_icobar23_02145Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 PandemicPratiwi Sefya Dian0Husna Nisrin1Savitri Galuh Ayu2Amalia H. Adhi Murti Citra3Public Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityPublic Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityPublic Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityPublic Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityThe impact of the COVID-19 pandemic has changed the condition of the media industry both in terms of economy and existence. This research aims to determine the state of the social media communication strategy KapanLagi Youniverse as a media group in Indonesia to strengthen brand equity. The theoretical foundation of this research is using the Circular Model of SoMe for Social Communications and Brand Equity’s dimension Theory. The research method used in this research is qualitative research with the design of a study case, in which the data is collected by interview and observation. This research shows that in the pandemic situation KapanLagi Youniverse (KLY) could rise by strengthening its existence as a media group in Indonesia. The social media communication strategy of KapanLagi Youniverse uses the aspect of sharing (cross-platform social media and type of content), optimize (PESO model), manage (media monitoring and user experience), and engage (interactivity and media community approach) in strengthening brand equity.https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02145.pdf |
| spellingShingle | Pratiwi Sefya Dian Husna Nisrin Savitri Galuh Ayu Amalia H. Adhi Murti Citra Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic E3S Web of Conferences |
| title | Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic |
| title_full | Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic |
| title_fullStr | Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic |
| title_full_unstemmed | Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic |
| title_short | Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic |
| title_sort | social media communication strategy of kapanlagi youniverse in strengthening brand equity in the era of the covid 19 pandemic |
| url | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02145.pdf |
| work_keys_str_mv | AT pratiwisefyadian socialmediacommunicationstrategyofkapanlagiyouniverseinstrengtheningbrandequityintheeraofthecovid19pandemic AT husnanisrin socialmediacommunicationstrategyofkapanlagiyouniverseinstrengtheningbrandequityintheeraofthecovid19pandemic AT savitrigaluhayu socialmediacommunicationstrategyofkapanlagiyouniverseinstrengtheningbrandequityintheeraofthecovid19pandemic AT amaliahadhimurticitra socialmediacommunicationstrategyofkapanlagiyouniverseinstrengtheningbrandequityintheeraofthecovid19pandemic |