Author(s):
1. DEVI YOSITA:
Communication Department BINUS Graduate Program, Master of Strategic Marketing Communication, Bina Nusantara University Jakarta, Indonesia
2. RICARDO INDRA:
Communication Department BINUS Graduate Program, Master of Strategic Marketing Communication, Bina Nusantara University Jakarta, Indonesia
Abstract:
This paper presents an investigation of internet user behaviour particularly in YouTube Platform about the impact of web series - a new emerging format of video entertainment in this digital & social media era. A short web series video of JBL Indonesia - an audio device brand in the series #SebuahEpisodeYangTertinggal was picked to be examined by its viewers. The objective was to examine whether JBL Indonesia has achieved its digital marketing objective through this web series about to the introduction of the truly wireless earphone. Does it help raise the audience's state of mind toward the brand and its newly launched product? A modified model based on previous researches about the impact of online video on the shaping attitude of its viewers was proposed in this research. The researcher proposed three main variables which were presumed and based on online observation and previous related literature to be commonly experienced by YouTube users; there were (1) exposure - a representation of viewership & impressions of the video, (2) engagement - a representation of user's involvement toward the content and (3) brand image a representation of the image of the video owner. Three hypotheses were examined on the samples of the viewers and it resulted in a significant impact. This research contributes based on findings that entertaining content can help the brand shape its audience's attitude. A good brand name in its category also help amplify the construction of attitude. The brand image of JBL Indonesia itself was perceived to be positive and presenting the brand through web series in a good way. Toward marketing theories, it proves that a combination of good content material, positive engagement, and a good brand reputation can help build positive marketing objectives.
Page(s):
603-610
DOI:
DOI not available
Published:
Journal: Journal of Theoretical and Applied Information Technology, Volume: 100, Issue: 3, Year: 2022
Keywords:
attitude
,
Exposure
,
YouTube
,
Image
,
Image
,
Image
,
Image
,
Web Series
,
engagement
References:
References are not available for this document.
Citations
Citations are not available for this document.