Analisis faktor-faktor yang menentukan peningkatan respon atas komunikasi pemasaran organisasi nirlaba melalui media sosial (studi kasus Facebook Fan Page U S Embassy Jakarta) = Analysis of factors determining response amplification in marketing communication for non profit organization through social media (case study Facebook Fan Page U S Embassy Jakarta) / Ivan Iskandar
| Main Author: | Ivan Iskandar, author |
|---|---|
| Format: | Masters Bachelors |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Indonesia
, 2013
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| Subjects: | |
| Online Access: |
http://lib.ui.ac.id/file?file=digital/20350087-T-Ivan Iskandar.pdf |
Daftar Isi:
- [<b>ABSTRAK</b><br> Tesis ini membahas tentang analisis terhadap faktor-faktor yang menentukan peningkatan respon suatu Facebook post sehingga menerima lebih banyak comment dan like pada proses komunikasi pemasaran organisasi nirlaba. Content analysis dilakukan pada Facebook Fan Page U.S. Embassy Jakarta terhadap 8 faktor pengundang respon, baik untuk comment maupun like. Faktor-faktor tersebut adalah memasang gambar, menggunakan humor, memasukkan unsur emosi, memberikan informasi yang mengedukasi, mengajukan pertanyaan, menceritakan kisah sukses, mempromosikan brand, mengangkat tema yang sedang diminati publik, dan meminta like atau comment. <hr> <b>ABSTRACT</b><br> This thesis discusses analysis of factors that determines response amplification for a Facebook post to receive more of both comments and likes, for the marketing communication process of non-profit organization. Content analysis is performed on 8 factors of respond getter, both for comment and like. These factors are putting images, using humor, including emotion, giving educational information, asking question, sharing success story, promoting the brand, publishing post on public interest, and asking for like or comment., This thesis discusses analysis of factors that determines response amplification for a Facebook post to receive more of both comments and likes, for the marketing communication process of non-profit organization. Content analysis is performed on 8 factors of respond getter, both for comment and like. These factors are putting images, using humor, including emotion, giving educational information, asking question, sharing success story, promoting the brand, publishing post on public interest, and asking for like or comment.]