| Issue |
E3S Web Conf.
Volume 426, 2023
The 5th International Conference of Biospheric Harmony Advanced Research (ICOBAR 2023)
|
|
|---|---|---|
| Article Number | 02145 | |
| Number of page(s) | 7 | |
| Section | Innovative Management and Sustainable Society | |
| DOI | https://doi.org/10.1051/e3sconf/202342602145 | |
| Published online | 15 September 2023 | |
Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic
Public Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480
* Corresponding author: nisrin.husna@binus.ac.id
The impact of the COVID-19 pandemic has changed the condition of the media industry both in terms of economy and existence. This research aims to determine the state of the social media communication strategy KapanLagi Youniverse as a media group in Indonesia to strengthen brand equity. The theoretical foundation of this research is using the Circular Model of SoMe for Social Communications and Brand Equity’s dimension Theory. The research method used in this research is qualitative research with the design of a study case, in which the data is collected by interview and observation. This research shows that in the pandemic situation KapanLagi Youniverse (KLY) could rise by strengthening its existence as a media group in Indonesia. The social media communication strategy of KapanLagi Youniverse uses the aspect of sharing (cross-platform social media and type of content), optimize (PESO model), manage (media monitoring and user experience), and engage (interactivity and media community approach) in strengthening brand equity.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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