Media Strategies Research Articles

The Marketing Communication Strategy of RSIA Bunda Jakarta Through Instagram Social Media to Enhance Brand Awareness

The development of the health sector in Indonesia has made significant progress, reflected in the increase in the number of hospitals in Indonesia. As the sector grows, people are increasingly realizing the importance of quality healthcare. This phenomenon is the basis for strategic steps of hospitals, such as RSIA Bunda Jakarta which utilizes Social Media, especially Instagram, as the main means of carrying out marketing activities. This research uses the basis of marketing communication theory, especially in the context of message media strategy. This research adopts qualitative methodology with a descriptive approach. Data are obtained by data collection techniques through observation, interviews and documentation. The results showed that RSIA Bunda Jakarta has set their marketing goals on Instagram as the main means of maintaining existence and increasing brand awareness. The right segmentation of the female and Gen Z audience confirms RSIA Bunda Jakarta's understanding of the preferences and needs of their target market. The messaging strategy is supported by accurate medical information, engaging educational content, and active interaction with the audience thus strengthening credibility. As well as at the media strategy stage, adjusting Instagram content and features to audience needs, choosing the right upload time, and utilizing influencer moments and engagement. Overall, this study concluded that the marketing team of RSIA Bunda Jakarta itself has succeeded in carrying out marketing communication strategies through Instagram to increase brand awareness.

Optimizing Social Media as a Global Marketing Tool: Qualitative Analysis of Different Approaches in Enhancing the Image and Sales of Exported Products

Research Aims: This research aims to explore the role of social media in global marketing, particularly in shaping brand image and increasing sales of exported products. It seeks to analyze how social media platforms are utilized to capture global market shares, foster sustained relationships with consumers, and develop positive brand perceptions. Additionally, it aims to investigate the intrinsic relationship between brand image and sales volume, focusing on the impact of a positive image on consumer interest and exported product sales. Design/Methodology/Approach: Utilizing a descriptive qualitative approach, this study delves into consumers' preferences, behaviors, and perspectives regarding exported products while analyzing factors influencing brand image and sales through social media platforms. The methodology involves a thorough literature review, drawing insights from academic sources and scholarly works related to social media's role in global marketing, exporting products, and brand image enhancement. Research Findings: The research findings emphasize prevalent social media approaches in global marketing, including targeting specific markets, leveraging appropriate platforms, content-centric strategies, and engagement-oriented approaches. Despite notable benefits, around 30% of companies appeared to underutilize these strategies. Furthermore, a clear correlation between effective social media strategies and the positive image of exported products was identified. Successful social media applications, illustrated through case studies, highlighted the significance of internal understanding of target markets, crafting tailored content, and awareness of external factors like social media trends and cultural nuances. conclusion: This study underscores the pivotal role of social media in global marketing strategies, emphasizing the need for companies to adapt and align their approaches with internal and external market dynamics. The findings suggest that harnessing the potential of social media involves a comprehensive understanding of consumer behavior, market trends, and effective content strategies

The Success of the K-pop Industry in Utilizing Social Media to Promote Korean Culture

This paper explores the role of social media theories in driving the expansion of K-pop and its effective promotion of South Korean culture. The study delves into two key theories: the S.N.S. Citizenship Behavior theory and the Selectivity, Transactionality, and Conditionality Paradigm. These theories are dissected to elucidate their functionality and the benefits they bring to both users and social media platforms. To illustrate these concepts, the paper presents case studies featuring Aespas AI concept, (G) I-DLEs girl power concept, New Jeanss Phoning application, and a hypothetical scenario involving YouTube. The findings suggest that while targeted social media strategies contribute to a broader appreciation of Korean culture, social media platforms must invest further in enhancing their promotional systems and algorithms. In conclusion, this study asserts that the synergy between K-pop and social media will continue to flourish, with the potential for further growth as social media platforms refine their support mechanisms.

Analysis of Dimensions and Components of Strategy in Media Based on the Meta-Synthesis Method

Today, media have influenced all aspects of life. Therefore, a deeper understanding of media strategy is essential. The aim of the present study was to analyze the dimensions and components of strategy in media based on the meta-synthesis method. In this research, using the meta-synthesis approach, an attempt was made to systematically analyze the scientific literature in this field and provide a conceptual framework for configuring the subject of science and technology diplomacy. To this end, out of 130 identified relevant sources, after undergoing the necessary steps, a total of 23 sources were reviewed and analyzed. The findings indicated that the concepts related to media strategy can be categorized into four main dimensions: the nature and essence of strategy in media, the formulation of strategy in media, the implementation and execution of strategy in media, and finally, the outcomes, evaluation, and impact assessment of strategy in media.

Digital and Convergent Development Indicators for UATV English Channel in 2022-2023

Introduction. International broadcasting of Ukraine, namely the digital UATV English channel, has been active since 2017, but the most active period of rapid growth happened in 2022–2023 with the onset of Russia’s full-scale invasion of Ukraine. World attention allowed for a natural audience growth to the level of long-standing European and American international broadcasting YouTube channels. Implementing a modern strategy of digital tabloidisation kept the audience involved over time, and the channel maintained periodic natural audience growth, which is evidenced by certain digital and convergent indicators. Relevance of the study. Purpose of the research – research into the digital and convergent indicators of the development of the Ukrainian international broadcasting channel UATV English in 2022–2023 in order to understand their impact on strategic planning and efficiency of the media channel in the current information landscape. Methodology. Theoretical and empirical methods were used. The entire scientific procedure was based on a socio-communication approach. Source description, literature analysis, statistical method, observation, forecasting, historical method. The research period is from January 2022 to January 2024. The necessary data were collected from open-source digital analytics websites and social media platforms, as well as provided by the editorial team of UATV English itself. Results. The available data allow us to assess the efficiency of the current media strategy, implied by UATV English, based on digital indicators (both open-source and inside metrics), formulate conclusions and recommendations for an exemplary media strategy and lay ground for future in-depth research of Ukraine’s international broadcasting system after February 2022. Conclusions. Although the period of global attention has been diverted from Ukraine to the Middle East in the second half of 2023, the UATV English editorial team managed to maintain a high level of audience involvement, alongside providing natural growth of the audience through implying tabloid approaches to content design, using available tools for user engagement, analysing the demand of the audience and answering it with appropriate thematic content. However, there’s still room for standardising and establishing a single and exemplary media strategy and content design to meet the contemporary needs of the audience.

Research on the ascending path of traditional media’s intelligent transformation based on multivariate statistical analysis

Abstract Under the background of the new technological revolution and the rise of new media, traditional media try to innovate the media form, update the internal resource structure, enhance the ability of environmental adaptation, and then reshape their competitive advantages through intelligent transformation. In this paper, we comprehensively use factor analysis, cluster analysis, case study, and other methods in multivariate statistical analysis to conduct systematic research according to the ascending path of “the reasons for the continuous decline in the competitive advantage of traditional media → intelligent transformation strategy of traditional media → intelligent transformation to reshape the competitive advantage of traditional media”. Using factor analysis, we aim to obtain the minimum variance estimation of all residuals to construct a model that empirically analyzes the mechanism of intelligent transformation to reshape the competitive advantage of traditional media. The results of the study show that there is a complex group relationship between intelligence maturity, resource base, dynamic capability, resource orchestration capability, and the competitive performance of traditional media, and the consistency and overall consistency of the four conditional groupings are greater than the critical value of 0.80, and explain 58.7% of the cases. It indicates that intelligence maturity, resource base, dynamic capability, and resource orchestration capability constitute the competitive advantages of traditional media’s intelligent transformation and drive traditional media’s business development.

Analysing the influence of screening ceremony strategy for the major streaming media companies: A case study of Tencent Video

The “screening ceremony” was established since Tencent Video embraced the “pay-on-demand-in-advance service” value-added service on top of the subscription model during the outbreak. This service’s value-added component is fairly straightforward, which causes users’ dissatisfaction and results in the termination of the value-added service. Therefore, the launch of the screening ceremony is a value-added service that better fits consumer preferences. The paper examined the current marketing strategy of Tencent Video and the illumination of the screening ceremony on the future promotion and application of major streaming video platforms to address this research gap. This investigation explored whether the “screening ceremony” could be a self-help strategy for major streaming media providers. This paper further responded to the marketing mix theory of the 4Cs and explored the four aspects of the theory and customers’ purchasing intents through the current marketing strategy of Tencent Video. Employed SWOT and qualitative analysis as strategic planning approaches. The findings of the analysis were that to increase customers’ desire to purchase, major streaming media platforms must provide customer value and connect with consumers. Meanwhile, major streaming media platforms need to provide value-added services that match the perceived value of the cost consumers pay.

Research on Strategies of Digital Media in Shaping and Communicating City Image--Text Mining and Sentiment Analysis Based on Image Communication

Abstract Shaping and spreading a good city image can effectively improve the comprehensive strength of the city, promote investment attraction, promote the development of the tourism industry, and help social civilization and harmony. The research utilizes the TextRank algorithm for text mining of city images. Construct an emotional analysis model for city images, using the calculation of emotional tendencies, to make a comprehensive evaluation of the city’s image communication. For example analysis of Hangzhou city, the overlap rate of high-frequency words between city officials and tourists on Hangzhou’s city image reaches 43.3%. The two perceptions of the imagery of Hangzhou are both cross and different, and the overall satisfaction score of tourists in Hangzhou is 3.84 points. Most of the tourists in Hangzhou commented positively, and the percentage of positive, neutral, and negative sentiment comments accounted for 81.17%, 4.50%, and 14.33% of the overall, respectively.

Траєкторія розвитку соціальних мереж

The article is devoted to the analysis of the history of the development of social media. The aim of the article is understanding of their economic and social significance in the process of transformation of the modern paradigm of communications and their interaction in advertising. Analyzing, systematizing and summarizing the scientific works of many experts, the definition of «social media network» was considered, which reflects various approaches and interpretations of this concept in the context of modern communication technologies. As a result of the study, the powerful evolution of communica-tion technologies that took place during the last decades is outlined. The authors demonstrated that social networks enable individuals, companies, organizations and governments to interact with large audiences, which, in turn, opens up wide opportunities in promoting a product to the market. This study examined the history of Facebook, Twitter, LinkedIn, Instagram and others, as they are or were among the most popular social networks among Internet users. Brand promotion in social networks is an integral tool that opens up prospects for businesses and individuals in creating a positive image, inte-raction with consumers and instant spread of information, quick response to changing market condi-tions. The study also notes the variety of types of ad integration, ranging from traditional banner ads to more specialized forms such as targeted ads. This study will allow entities interested in advertising their products and services to understand the existing relationship between the development of social media and Internet marketing strategies, which, in turn, will help business structures to adapt to changes in consumer habits and technological trends. Prospects for further research in this direction can be seen in the analysis of the efficiency of the implementation of marketing strategies in social media.

A novel approach to social content recommendation using deep self-organizing maps and hierarchical clustering

Social media platforms generate a large amount of content users create, which requires methods for suggesting relevant content. In current empirical research introduces an approach to improving social content recommendations using the Deep Self Organizing Map (DSOM) algorithm and hierarchical clustering. The study uses a database that includes user posts, comments, likes, shared content, and user profiles. The DSOM algorithm analyzes and organizes the data, while hierarchical clustering enhances performance. By utilizing the insights gathered from this social content database, we can significantly improve the accuracy and relevance of recommendations. This improvement will ultimately increase user engagement and satisfaction on social media platforms. The findings of this research have implications for recommendation systems on social media platforms and strategies related to promoting content and analyzing user behavior.

YouTube as a Source of Information on Public Health Ethics.

Public health ethics (PHE) is a dynamic area within bioethics that addresses the complex moral implications of public health measures in the face of growing health threats. YouTube is a powerful and widely used platform for disseminating health-related information. The primary objective of this study is to assess videos related to PHE on YouTube. The aim is to gauge the extent of misinformation in collecting PHE videos on the platform. On October 25, 2023, a thorough investigation on YouTube was undertaken, employing pre-determined search phrases involving 'public health,' 'healthcare,' 'health services administration,' and 'health policy and ethics.' The research encompassed a total of 137 videos that were selected according to strict inclusion and exclusion criteria. The videos were evaluated using the Global Quality Scale to measure quality and the modified DISCERN tool to evaluate reliability. The researchers identified video sources and compared several video attributes across different quality groups. A total of 137 videos were analyzed, and 65 (47.45%) were classified as high quality, 52 (37.23%) as moderate quality, and 21 (15.32%) as low quality. In high-quality videos, academic, government, physician, and university-hospital sources predominated, whereas Internet users and news sources were connected with low-quality videos. Significant differences in DISCERN score, per day views, likes, and comments were seen across the quality groups (P = 0.001 for views per day and P = 0.001 for other characteristics). According to the findings, low-quality videos had higher median values for daily views, likes, and comments. Although nearly half of the videos were high-quality, low-quality videos attracted greater attention. Critical contributors to high-quality videos included academic, government, physician, and university-hospital sources. The findings highlight the importance of quality control methods on social media platforms and strategies to direct users to trustworthy health information. Authors should prioritize appropriate citations and evaluate YouTube and other comparable platforms for potential promotional low-quality information.

Institutional health communication and social media: Exploring Italian hospitals' use of social media pages.

Hospitals play a potentially crucial role in public health, and social media can be powerful tools to reach their target audiences but are hospitals exploiting them to their full potential? We retrieved the institutional webpages and the social media profiles (Facebook, Instagram, X (Twitter), YouTube, LinkedIn, WhatsApp and Telegram) of all Italian public hospitals located in regional capitals (N = 194). From 1 March to 30 April 2022, we analysed these profiles, noting the number of followers and of posts published, the date of the last post, and the availability of a social media policy. We selected the most active 53 social media profiles (belonging to 33 hospital facilities) for a closer content analysis. Engagement was measured through numbers of reactions, comments and shares to posts published from 1 to 30 April 2022. About 36.6% of hospitals had a social media profile, and 18.3% had a social media policy. Most (87%) used Facebook as their main platform. They posted most frequently about hospital events and activities (48.3% of the socially active set). Overall, engagement was modest, as on average 0.62% of potential users reacted to a post. The same post often appeared without modifications across different platforms (82.3% of cases for Instagram, 37.8% for X (Twitter) compared to Facebook). Italian public hospitals did not seem to have a clear social media policy nor strategy, and social media remained underused. Italian hospitals, therefore, appeared to be missing valuable opportunities to reach out to their patients and communities.

Vocal Self-Perception of Singers During COVID-19 Pandemic.

to compare the self-perception of vocal fatigue and use of singing voice during the COVID-19 pandemic between professional and amateur singers and to relate this self-perception with vocal use characteristics during this period. Participants were 121 singers divided into professional singers group (PSG) (12 men and 20 women) comprising singers who depended exclusively on singing as a profession and an amateur singers group (ASG) (37 men and 52 women) of singers who did not depend exclusively on singing for their livelihood. All answered online questionnaires through Google Forms ®. Sociodemographic and vocal characteristics were investigated before and during the pandemic; symptoms of vocal fatigue were assessed through the vocal fatigue index (VFI); and self-perception of use of singing voice through the evaluation of the ability to sing easily protocol for Brazil (EASE-Br). In the comparison between groups, the PSG presented higher scores of vocal fatigue in fatigue and vocal limitation (P=0.045), vocal restriction (P=0.002), and recovery with vocal rest (P=0.008) domains than did the ASG. There was no difference between the groups regarding the use of singing voice. Based on the relationship between self-perception and vocal use characteristics during the pandemic, it was observed that the presence of vocal complaint was the only factor associated with self-perception of fatigue symptomatology in both groups. Regarding the self-perception of the current status of the singing voice, singing time, the presence of vocal complaints, the need to increase visual concentration, and the perception of vocal worsening during the pandemic were considered predictive for amateur singers. For professional singers, vocal complaints and vocal training were predictors for self-perception of the current status of the singing voice. Professional singers presented with higher scores of vocal fatigue than did amateur singers. The symptomatology of vocal fatigue was associated with the presence of vocal complaints in both groups. However, self-perception of the current status of the singing voice was different between the groups and was associated with vocal training for professional singers and characteristics of vocal demand of singing voice during the pandemic period for amateur singers.

Трансформація комунікаційної політики для забезпечення резильєнтності підприємств роздрібної торгівлі

The communication policy of a trade enterprise always depends on the general goals of the enterprise, but it is impossible to consider the communications of a trade enterprise as a permanent component. Communication policy is a moving thing, it is constantly influenced by internal and external factors, which gives impetus to the company’s marketers to constantly adjust it to modern market requirements. The aim of the article is to determine the resilience of marketing strategies of trade enterprises in relation to communication and advertising activities under the influence of macro factors. We include the following macro factors: the COVID-19 pandemic and the full-scale military aggression of the russian federation from 24.02.2022 onward. We analyzed the relevant literature and found that the impact of general macro factors on the marketing strategy of trade enterprises is mostly incomprehensible and unpredictable, which requires new approaches to marketing activities. In particular, modern open sources and scientific literature do not sufficiently examine the methods and technologies of retailers in the communication strategy under the influence of stress and crisis. The study of contemporary behavior in the communication policy of trade enterprises in the market, including the growth of online commerce, has led to a shift in emphasis to digital advertising, which promotes sales via the Internet. Advertisers are actively working to promote products and services that can be purchased online. The pandemic has created many uncertainties, and advertisers have proven to be more flexible and ready to adapt quickly to changes in economic and social conditions. Particular attention should be paid to the advertising activities of trade enterprises during the wartime, that can become a significant challenge and require a careful approach. The warime creates its own unique challenges for businesses and marketers, and it is important to consider ethical and social aspects in advertising campaigns. We have summarized the aspects of the influence of external factors on the advertising activities of trade enterprises during the wartime. Since most retail sales still take place offline, trade marketers are reviewing the in-store experience, trying to combine the reach of physical retail with the involvement of digital channels, actively implementing in-store media communication. An effective in-store retail media strategy isn’t as simple as adding advertising around the store. This strategy requires technology to collect and analyze customer data, including where the customer went to in the store (particular departments), how much time they spent and what they did in there. It is necessary to thoroughly work out a map of buyer behavior. In the course of the study, the key components of advertising technologies in stores were identified, which should be considered in order to collect high-quality marketing information on consumer behavior, and subsequently – to convey advertising information to them at a specific point of sale. It is concluded that in the future, it will be extremely important for stores to apply a seamless omnichannel customer experience at the point of sale. Numerous studies demonstrate the positive impact of technology in retail on the customer journey to the store, as well as the customer journey in the store, from product selection to payment for purchase. Further development of communication strategies of retail trade enterprises envisages the use of modern technologies, the involvement of artificial intelligence and the improvement of customer service methods in trading floors.

The effects of social media platforms in influencing consumer behavior and improving business objectives

This research focuses on studying the effect of using social media platforms on customer behavior and business objectives in Jordan. The research chose three of the most famous platforms of social media and those platforms are Facebook, Instagram, and Twitter. By using a quantitative model this research collected around 350 research questionnaires using digital surveys designed by using Google drive and distributed online on previous social media platforms. The research analysis process is executed by using AMOS software, and this comprised structural equations (SEM) modeling and regression analyses. The research study output found strong effects and relationships between social media platforms engagement and a variety of consumer expenditure variables, including brand loyalty, product suggestions, and purchase decisions. Important components of each platform, including user interaction, influencer endorsements, and content relevancy, were also identified by the study as having a direct effect on consumer behavior. The research also showed how businesses may achieve their marketing objectives, boost customer engagement, and enhance their reputation by utilizing social media strategies. The significance of social media website platforms in shaping consumer behavior and propelling business success is highlighted by these studies. To reach their goals and have the most influence on customer decisions, businesses should think about using platform-specific features and investing in targeted social media advertising.

The Influence of Social Media Strategy, Corporate Entrepreneurship and Innovation Capability on Firm Performance Mediated by Managing Business Strategy in Cosmetic Companies in Jabodetabek

The Influence of Social Media Strategy, Corporate Entrepreneurship and Innovation Capability on Firm Performance Mediated by Managing Business Strategy in Cosmetic Companies in Jabodetabek

How Social Media Marketing Impacts Darry Ring (DR)

This essay analyzes to what extent does social media marketings the profit model, competitive advantage, target audience, product, and social media strategy of Darry Ring (DR), a Chinese jewelry brand that specializes in engagement and wedding rings. DR claims to be the world’s first brand that requires ID verification before purchasing a ring, and limits each customer to buy only one ring in their lifetime. DR’s slogan is “One True Love in a Lifetime”, and its mission statement is to promote the value of true love and commitment in the modern society. The essay shows that social media marketing helps DR to enhance its brand image, increase its brand awareness, and retain its customers. Social media marketing also helps DR to differentiate itself from other jewelry brands, and to create a loyal community of true love advocates. The essay concludes that social media marketing has a significant impact on DR’s business performance and success.

Content and Style of Firm-Generated Posts on Social Media: A Study of User Engagement on Hedonic and Utilitarian Product Pages on Facebook

Social media platforms are increasingly crucial in corporate engagement, but there is limited research delineating how page characteristics influence firm behavior on these platforms. This paper examines the relationship between firm-generated content and user engagement on product pages and whether a page’s characteristics and content motivations moderate this relationship. Analyzing a sample of 29,267 posts on 85 Facebook product pages of 49 Fortune 1000 firms, we studied the relationship between the content (i.e., informational vs. emotional) and style (i.e., formal vs. informal) of a given post and the level of user engagement. The key finding is that in the content dimension, “incongruous” posts, i.e., content not traditionally expected for a product page of a given type, generate more favorable engagement. Also, informal style posts achieve more favorable engagement irrespective of the product page characteristics. The secondary discovery is attributable to Facebook’s function as a social media network where acquaintances engage with one another. The platform’s unwritten protocol of communication largely emphasizes informality, which is likely the driver of this observation. These findings contribute to the burgeoning social media strategy literature illustrating how product page characteristics moderate effective social media content strategies.

The Digital Presence of Law Firms: A Study of Social Media Strategies Employed by Prestigious US Law Firms

The Digital Presence of Law Firms: A Study of Social Media Strategies Employed by Prestigious US Law Firms

Driving Digital Connections: Integrated Strategies for Marketing, Social Media and Mobile Commerce

Driving Digital Connections: Integrated Strategies for Marketing, Social Media and Mobile Commerce