Creative content on the digital campaign Tokopedia “Seller Story”
Tokopedia is an e-commerce with the largest number of monthly web visitors in the third quarter of 2019. This study is to analyze the creative content of the digital campaign Tokopedia Seller Story series. This study aim to (1) describe the characteristics of digital campaigns through the video se...
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/16112/1/39789-143783-1-PB.pdf http://journalarticle.ukm.my/16112/ https://ejournal.ukm.my/mjc/issue/view/1360 |
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| Summary: | Tokopedia is an e-commerce with the largest number of monthly web visitors in the third quarter of
2019. This study is to analyze the creative content of the digital campaign Tokopedia Seller Story
series. This study aim to (1) describe the characteristics of digital campaigns through the video series
seller story; (2) analyze discourse framed through digital campaigns. The methodology is descriptive
qualitative with the paradigm of framing analysis by Robert N. Entman Model. Researchers use depth
interviewing techniques, Focus Group Discussion (FGD), observation, and document to obtain data
from predetermined informants. The subjects of this study were three video seller stories of
Tokopedia seller story. Researchers used document analysis with data analysis techniques used in the
framing analysis. Framing analysis research is interesting to study when the information translates
into audiovisual or video. The results found, (1) The content creation of the digital campaign is the
persuasion of the company to customers through the "All Begins from Tokopedia" and "MulaiAjaDulu"
hashtag. (2) Seller story impressions related to Tokopedia's economic interests as a platform. Based
on analysis and interpretation of framing, researchers found a discourse built to strengthen customer
perception and awareness in choosing Tokopedia as an empathetic and inspirational platform and
stated Tokopedia had helped new entrepreneurs succeed. |
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