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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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Main Author: Rozalena, Agustin
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2020
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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spelling my-ukm.journal.161122021-01-31T14:32:34Z http://journalarticle.ukm.my/16112/ Creative content on the digital campaign Tokopedia “Seller Story” Rozalena, Agustin 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. Penerbit Universiti Kebangsaan Malaysia 2020 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/16112/1/39789-143783-1-PB.pdf Rozalena, Agustin (2020) Creative content on the digital campaign Tokopedia “Seller Story”. Jurnal Komunikasi ; Malaysian Journal of Communication, 36 (4). pp. 157-171. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1360
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description 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.
format Article
author Rozalena, Agustin
spellingShingle Rozalena, Agustin
Creative content on the digital campaign Tokopedia “Seller Story”
author_facet Rozalena, Agustin
author_sort Rozalena, Agustin
title Creative content on the digital campaign Tokopedia “Seller Story”
title_short Creative content on the digital campaign Tokopedia “Seller Story”
title_full Creative content on the digital campaign Tokopedia “Seller Story”
title_fullStr Creative content on the digital campaign Tokopedia “Seller Story”
title_full_unstemmed Creative content on the digital campaign Tokopedia “Seller Story”
title_sort creative content on the digital campaign tokopedia “seller story”
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2020
url http://journalarticle.ukm.my/16112/1/39789-143783-1-PB.pdf
http://journalarticle.ukm.my/16112/
https://ejournal.ukm.my/mjc/issue/view/1360
_version_ 1691734017238368256
score 13.211869

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