Virality in Social Media Advertising: A Case Study in Bandung Tourism
Abstract. The growth of tourism in Indonesia makes Bandung, as one of the major cities in Indonesia, has to improve its tourism even further. One of the plans of the Department of Tourism and Cultural Bandung is about how to advertise tourism in Bandung City. The current state of Bandung Tourism Amb...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Institut Teknologi Bandung
2019-12-01
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| Series: | Asian Journal of Technology Management |
| Subjects: | |
| Online Access: | https://journal.sbm.itb.ac.id/index.php/ajtm/article/view/3395 |
| _version_ | 1818672373130330112 |
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| author | Riefky Amarullah Romadhoni Manahan Siallagan Lidia Mayangsari |
| author_facet | Riefky Amarullah Romadhoni Manahan Siallagan Lidia Mayangsari |
| author_sort | Riefky Amarullah Romadhoni |
| collection | DOAJ |
| description | Abstract. The growth of tourism in Indonesia makes Bandung, as one of the major cities in Indonesia, has to improve its tourism even further. One of the plans of the Department of Tourism and Cultural Bandung is about how to advertise tourism in Bandung City. The current state of Bandung Tourism Ambassador advertisement is through social media Instagram by using her intuition. This research proposes a new system to help Bandung City promotes its tourism destination by using STEPPS (Socio-currency, Trigger, Emotion, Public, Practical Value, Story) factors and service-dominant logic approach. By analysing the value of each factor, the advertiser can determine which words and topic that can make the advertisement viral and more engaging, thus boosting the popularity of Bandung tourism.
Keywords: Bandung city tourism, content analysis, STEPPS, service science |
| first_indexed | 2024-12-17T07:38:52Z |
| format | Article |
| id | doaj.art-537e865b6e4d41f8ac12ded390232bf5 |
| institution | Directory Open Access Journal |
| issn | 1978-6956 2089-791X |
| language | English |
| last_indexed | 2024-12-17T07:38:52Z |
| publishDate | 2019-12-01 |
| publisher | Institut Teknologi Bandung |
| record_format | Article |
| series | Asian Journal of Technology Management |
| spelling | doaj.art-537e865b6e4d41f8ac12ded390232bf52022-12-21T21:58:13ZengInstitut Teknologi BandungAsian Journal of Technology Management1978-69562089-791X2019-12-0112320421110.12695/ajtm.2019.12.3.4Virality in Social Media Advertising: A Case Study in Bandung TourismRiefky Amarullah Romadhoni0Manahan Siallagan1Lidia Mayangsari2School of Business and Management, Bandung Institute of Technology BandungSchool of Business and Management, Bandung Institute of Technology BandungSchool of Business and Management, Bandung Institute of Technology BandungAbstract. The growth of tourism in Indonesia makes Bandung, as one of the major cities in Indonesia, has to improve its tourism even further. One of the plans of the Department of Tourism and Cultural Bandung is about how to advertise tourism in Bandung City. The current state of Bandung Tourism Ambassador advertisement is through social media Instagram by using her intuition. This research proposes a new system to help Bandung City promotes its tourism destination by using STEPPS (Socio-currency, Trigger, Emotion, Public, Practical Value, Story) factors and service-dominant logic approach. By analysing the value of each factor, the advertiser can determine which words and topic that can make the advertisement viral and more engaging, thus boosting the popularity of Bandung tourism. Keywords: Bandung city tourism, content analysis, STEPPS, service sciencehttps://journal.sbm.itb.ac.id/index.php/ajtm/article/view/3395bandung city tourismcontent analysissteppsservice science |
| spellingShingle | Riefky Amarullah Romadhoni Manahan Siallagan Lidia Mayangsari Virality in Social Media Advertising: A Case Study in Bandung Tourism Asian Journal of Technology Management bandung city tourism content analysis stepps service science |
| title | Virality in Social Media Advertising: A Case Study in Bandung Tourism |
| title_full | Virality in Social Media Advertising: A Case Study in Bandung Tourism |
| title_fullStr | Virality in Social Media Advertising: A Case Study in Bandung Tourism |
| title_full_unstemmed | Virality in Social Media Advertising: A Case Study in Bandung Tourism |
| title_short | Virality in Social Media Advertising: A Case Study in Bandung Tourism |
| title_sort | virality in social media advertising a case study in bandung tourism |
| topic | bandung city tourism content analysis stepps service science |
| url | https://journal.sbm.itb.ac.id/index.php/ajtm/article/view/3395 |
| work_keys_str_mv | AT riefkyamarullahromadhoni viralityinsocialmediaadvertisingacasestudyinbandungtourism AT manahansiallagan viralityinsocialmediaadvertisingacasestudyinbandungtourism AT lidiamayangsari viralityinsocialmediaadvertisingacasestudyinbandungtourism |