Studi Netnografi Interaktivitas e-WOM pada Followers Twitter Tokopedia Pasca Krisis Kebocoran Data Pengguna

Santoso, Zha Zha Elenita, Krisdinanto, Nanang and S.F., Brigita Revia (2023) Studi Netnografi Interaktivitas e-WOM pada Followers Twitter Tokopedia Pasca Krisis Kebocoran Data Pengguna. Studi Netnografi Interaktivitas e-WOM pada Followers Twitter Tokopedia Pasca Krisis Kebocoran Data Pengguna, 21 (1). pp. 1-23. ISSN pISSN: 1693-3028 eISSN: 2407-8220

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Abstract

The company’s reputation went down due to a crisis of confidence. The crisis was overcome by using brand ambassadors from among artists. This study aims to find e-WOM marketing communication strategies through the interaction of Tokopedia followers on social media, especially Twitter. Using a qualitativedescriptive approach and netnographic methods, researchers play the role of being part of @tokopedia followers to be involved in the interaction dynamics on the account. Researchers collected data from comments indicating e-WOM interactions with @tokopedia content, wrote field notes, and conducted indepth interviews with informants who are K-Popers followers on that account. Data is analyzed with the NVivo application. The study results show that Tokopedia’s marketing communication strategy through e-WOM communication is based on idol worship, the existence of Twitter celebrities on accounts that act as opinion leaders, and fanbase bias. Based on this, Tokopedia is interpreted as a corporate that is creative and close to consumers through K-Pop content and can convince followers to continue to have trust, follow the @tokopedia account and use the application. This research provides new insights into shifting patterns of interaction in the digital world and the meaning of consumers’ digital activities.

Item Type:	Article
Uncontrolled Keywords:	e-WOM Interactivity; Netnography; Tokopedia; Trust; Twitter
Subjects:	Communication Science
Divisions:	Journal Publication
Depositing User:	F.X. Hadi
Date Deposited:	22 Mar 2024 09:17
Last Modified:	25 Mar 2024 10:16
URI:	http://repository.ukwms.ac.id/id/eprint/39484

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