Article Per Year (5 Year)
p-Index From 2019 - 2024
0
P-Index
This Author published in this journals
All Journal Coverage: Journal of Strategic Communication
Sonnya Sari
Universitas Pancasila
Languange, Linguistic, Communication & Media

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Electronic Word of Mouth Melalui Youtube: Studi Terhadap Beauty Vlogger Kosmetik Wardah Sonnya Sari; Gati Dwi Yuliana
CoverAge: Journal of Strategic Communication Vol 8 No 1 (2017)
Publisher : Fakultas Ilmu Komunikasi Universitas Pancasila

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (469.828 KB)

Abstract

This study examines marketing communication by electronic of mouth through a beauty vlogger that is done to communicate the product. The product of this case study is Wardah. This research uses the concept of electronic words of mouth as its analysis blade. This research uses interpretative paradigm with qualitative approach. Informants as research subjects are representative Wardah, beauty vlogger, and audiences. The results show that electronic word of mouth is one form of marketing communication that utilizes the digital media platform as a means of communication. Social media used by beauty vlogger is considered more effective in communicating a product. Wardah uses beauty vlogger as a medium that communicates its marketing through electronic word of mouth in order to reach a broader target with a relatively short time. The effectiveness of an electronic word of mouth dissemination done by beauty vlogger can not be separated from the content of communications submitted in the uploaded video.
Co-Authors Gati Dwi Yuliana Gati Dwi Yuliana