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ANALISIS KONTEN STRATEGI KOMUNIKASI PEMASARAN BRAND ERIGO MELALUI MEDIA SOSIAL INSTAGRAM PADA EVENT NEW YORK FASHION WEEK SPRING/SUMMER 2022

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Penilaian

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Recently Brand Erigo managed to get the opportunity as a Local Brand representing Indonesia in one of the world's leading fashion shows, namely New York Fashion Week Spring/Summer 2022. As a local fashion brand that is currently popular and actively marketing through social media Instagram, making Erigo must have the right marketing communication strategy to be used at this influential Event and to survive in the midst of intense competition. This study looks at how Brand Erigo's marketing communication strategy through social media Instagram at the New York Fashion Week Spring/Summer 2022 Event. In this study, researchers used the 4c Theory of Social Media Marketing According to Chris Heuer with the method used in this study is Quantitative Content Analysis with descriptive approach. The results show that in the context dimension Brand Erigo provides uploads that attract attention and provide information. Then on the communication dimension, Brand Erigo applies the content of persuasive messages, uses language, and goes both ways. Furthermore, in the collaboration dimension, Brand erigo uses Instagram features and partner relationships. After that, Brand Erigo builds follower response and engagement performance. Follower response and engagement performance are the most powerful elements in Brand Erigo's marketing communication strategy through Instagram social media.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2207003673	T78656	T786562022	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T786562022

Publisher

Inderalaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik., 2022

Collation

xvi, 147 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.237

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Media Komunikasi, Media Massa

Specific Detail Info

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Statement of Responsibility

SEPTA

Other version/related

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