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PEMANFAATAN FOOD PHOTOGRAPHY DALAM MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PEMASARAN DI ERA PANDEMI COVID-19

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The COVID-19 pandemic delivered of a new era in marketing communication campaigns to reach consumers by using social media site Instagram as a marketing media platform, one of which is through the use of food photography services. Small companies and home delivery services in Palembang City, such as @Lemak.lah, @Get.yourbalance, and @Gouterbakes.id, are in high demand for food photography. In the era of the COVID-19 Pandemic, this study examines how the marketing communication process is predicated on the usage of food photography in Instagram social media as a marketing medium. Researchers used Chris Heuer's Four Cs (4C) theory, which has four dimensions: context, communications, collaboration, and connections, in this analysis. The outcomes of data collection methods such as in-depth interviews, observation, and documentation analysis are used to generate descriptive data in the form of words or orally with a qualitative research approach. The findings of the study show that the use of food photography in Instagram social media as a marketing medium in the age of the COVID-19 Pandemic has an impact on four aspects that are employed in the process of delivering marketing communications in the era of the COVID-19 Pandemic. The impacts include new ideas and commercial prospects, communication effectiveness, situational conditions, and increased profits. Key words: Marketing Communication, Food Photography, COVID-19 Pandemic.

Availability
Inventory Code Barcode Call Number Location Status
2107002523T53402T534022021Central Library (Referens)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T534022021
Publisher
Inderalaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
xix, 109 hlm,: ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
302.230 7
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Prodi Ilmu Komunikasi
Media Komunikasi, Instagram
Specific Detail Info
-
Statement of Responsibility
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No other version available

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