BLOGGER DAN DIGITAL WORD OF MOUTH: GETOK TULAR DIGITAL ALA BLOGGER DALAM KOMUNIKASI PEMASARAN DI MEDIA SOSIAL

Rulli Nasrullah

Abstract


Getok tular digital atau digital word of mouth merupakan salah satu strategi komunikasi pemasaran di era digital. Pemanfaatan para penulis jurnal harian online atau sering disebut dengan blogger dapat mendeskripsikan bagaimana pengalaman pribadi mereka terkait citra sebuah merek (brand folklore) dengan cara yang lebih personal dibandingkan dengan iklan-iklan pemasaran konvensional maupun berita di media massa. Riset yang menggunakan contoh kegiatan uji coba gawai dari OPPO Indonesia dan komunitas blogger #kelasblogger ini diurakan dengan menggunakan etnografi virtual. Salah satu upaya yang dilakukan oleh blogger adalah selain dengan publikasi di blog, juga menyebarkan aktivitas saat itu juga melalui akun-akun media sosial seperti Facebook, Instagram dan Twitter. Akun media sosial tersebut juga sebagai saluran untuk menyebarkan tautan (link) konten yang telah terpublikasi di blog.

 

Kata kunci : blogger, merek, iklan, media sosial, etnografi virtual

 


Keywords


blogger, merek, iklan, media sosial, etnografi virtual

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DOI: http://dx.doi.org/10.5614%2Fsostek.itbj.2017.16.1.1




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