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All Journal Agregat: Jurnal Ekonomi dan Bisnis SYUKUR (Jurnal Inovasi Sosial dan Pengabdian Masyarakat) Jurnal Sisfokom (Sistem Informasi dan Komputer) Jurnal Teknologi Dan Sistem Informasi Bisnis Mediator: Jurnal Komunikasi
Akbari, Deni Adha
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Social Sciences

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Journal : Agregat: Jurnal Ekonomi dan Bisnis

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Comparing the Effectiveness of Human and AI-Generated Endorsers in Advertising Campaigns Akbari, Deni Adha; Sumarwan, Ujang; Hasanah, Nur; Edison, Rizki Edmi
Agregat: Jurnal Ekonomi dan Bisnis Vol. 7 No. 2 (2023)
Publisher : Universitas Muhammadiyah Prof. DR HAMKA.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/agregat_vol7.i2/12491

Abstract

This review explores the contrasting roles of machine-driven and human endorsers in advertising campaigns, assessing their ability to engage consumer visual attention. With its ability to tailor content and predict consumer responses, the machine-driven approach has brought new dimensions to advertising, though its influence may differ across various demographic groups. Conversely, human endorsers substantially impact consumer decisions because they can form emotional bonds, enhance authenticity, and build trust. The review encourages a perspective that sees machine-driven and human endorsers not as rivals but as complementary forces, with further studies needed to investigate how to combine these elements best.
Assessing the Engagement Strategies of Indonesia’s Top 5 Universities on Instagram Akbari, Deni Adha; Rochaety , Eti; Wulan, Mulyaning; Purwandari, Diah; Adji, Fanina
Agregat: Jurnal Ekonomi dan Bisnis Vol. 8 No. 2 (2024)
Publisher : Universitas Muhammadiyah Prof. DR HAMKA.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/agregat_vol8.i2/16005

Abstract

This research aims to assess the engagement strategies of Indonesia's top 5 universities on Instagram, analyzing how these strategies enhance interaction with the audience. Utilizing a combination of content analysis and machine learning, the study scrutinizes various elements like posting frequency, content type, and usage of hashtags. The findings reveal that strategic content placement, emotional appeal, and the incorporation of interactive elements significantly bolster engagement. These strategies are particularly effective in fostering a vibrant academic community and enhancing the universities' outreach efforts. This study contributes to the understanding of digital engagement in higher education and offers actionable insights for optimizing social media marketing strategies.
Co-Authors Adji, Fanina Chandra, Dicky Edison, Rizki Edmi Hariyati, Farida Indra, Evta Kania, Azzura Karim, Anggie Monica Lumbanraja, Lamtiur Rondang Wulan Mariyanti, Eka Muhammad Farhan Nur Hasanah Purwandari, diah Rochaety , Eti Saparudin, Mohamad Ujang Sumarwan Ulfa, Marwa Wulan, Mulyaning