Eksplorasi Karakteristik Konten Online Brand Advocacy di Media Sosial (Studi AIESEC in Indonesia)
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Abstract
Social media has become a key platform in brand advocacy strategies, with Online Brand Advocacy (OBA) serving as an effective form of communication, especially in non-profit organizations like AIESEC. This study aims to explore and identify the characteristics of Online Brand Advocacy (OBA) content created by AIESEC in Indonesia members during the 'join aiesec' recruitment period in 2023. AIESEC in Indonesia was chosen as the research subject because the organization has a large member base and is active on social media, particularly TikTok, allowing for a comprehensive analysis of the OBA strategies implemented. This study uses a qualitative descriptive method to analyze OBA content shared by AIESEC in Indonesia members. The research focuses on three main characteristics of OBA: cognitive, affective, and virtual visual. Data collection included interviews with six informants and observation of OBA posts. Findings show that affective characteristics are considered crucial by content creators. There are differing opinions on the importance of cognitive and visual virtual characteristics, which are adjusted based on the creators' objectives. The study expands current Online Brand Advocacy research and provides theoretical and managerial implications for public relations and marketing practices.
Media sosial telah menjadi sarana utama dalam strategi advokasi merek, dengan Online Brand Advocacy (OBA) sebagai bentuk komunikasi yang efektif, terutama dalam organisasi non-profit seperti AIESEC. Penelitian ini bertujuan untuk mengeksplorasi dan mengidentifikasi karakteristik konten Online Brand Advocacy (OBA) yang dibuat oleh anggota AIESEC in Indonesia selama masa perekrutan 'join aiesec' pada tahun 2023. AIESEC in Indonesia dipilih sebagai subjek penelitian karena organisasi ini memiliki basis anggota yang besar dan aktif di media sosial, khususnya TikTok, sehingga memungkinkan analisis yang komprehensif terhadap strategi OBA yang diterapkan. Studi ini menggunakan metode deskriptif kualitatif untuk menganalisis konten OBA yang dibagikan oleh anggota AIESEC in Indonesia di TikTok. Penelitian ini berfokus pada tiga karakteristik utama OBA: kognitif, afektif, dan visual virtual. Pengumpulan data meliputi wawancara dengan enam informan dan observasi postingan OBA. Temuan menunjukkan bahwa karakteristik afektif dianggap penting dan krusial oleh para pembuat konten. Terdapat perbedaan pendapat mengenai pentingnya elemen-elemen dalam karakteristik kognitif dan visual virtual, yang disesuaikan dengan tujuan para pembuat konten OBA. Penelitian ini memperluas studi mengenai Online Brand Advocacy dan memberikan implikasi teoritis serta manajerial bagi praktik hubungan masyarakat dan pemasaran.
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