Detail Marketing Public Relations in Digital Era: Celebrity Endorsement on Twitter (presented at Indonesia International Conference on Communication - IICC, at Jakarta, 22-23 November 2010) Bibliografi Author: Putro, Benedictus Avianto Nugroho ; Kartikawangi, Dorien Topik: Marketing Public Relations; Computer Mediated Communication; Twitter Bahasa: (EN )     Penerbit: Department of Communication, Faculty of Social and Political Science Universitas Indonesia     Tempat Terbit: Jakarta    Tahun Terbit: 2010     Jenis: Papers/Makalah - pada seminar internasional Fulltext: Marketing Public Relations - Dorien Kartikawangi & Avianto Nugroho Putro.pdf (42.77KB; 35 download) Cover IICC2.pdf (645.76KB; 5 download) Abstract Twitter as a new media in digital era becomes phenomenal nowadays. The aim of this paper is to explain how twitter influences management strategic of marketing public relations. This explanation is derived from theoretical framework of computer mediated communication theory and the implementation of business communication competence strategies in celebrity endorsement theory. Methods used for this research is in line with a constructivist paradigm with qualitative and interpretive approach. Results suggest that management should be aware of the development of new media in digital era. Twitter as one of this new media is a choice in promoting a product or services as well as creating and maintaining its image. Since celebrity endorsement is trusted as a guaranteed means to the success of these goals, choosing the right celebrity become important. Not only looking into how many followers she/he has, but also look carefully on who is she/he and the personality. Who are the followers also need to consider regarding to the target market of the product or service itself. The failure in choosing the right celebrity will cost plenty. Twitter is a trend, thus, the impact of the failure may ruin the product or service immediately. Furthermore, twitter is one way computer mediated communication. Follower may not be able to reply or sending feedback to each of tweet that mention the brand. This weakness brings about difficulties in clarifying message. The conclusion of this research therefore, marketing public relations by celebrity endorsement on twitter is not as simple as it seems. It needs business communication competence strategies which should pay attention on all aspect comprehensively. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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