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Journal of Digital Marketing and Communication

J. Digit. Mark. Commun. , Vol. 3 Iss. 1 (2023) – 5 articles

			View Vol. 3 Iss. 1 (2023)
Published: 23 June 2023
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Uses and Gratification Theory in TikTok as Social Media Marketing Platform: Seen from Market Player View
by Praventyasari Mutiara, Kinkin Yuliaty Subarsa Putri

J. Digit. Mark. Commun. 2023, 3(1), pp 1-11;

This study aimed to understand the relationship between social media users and content using the use and gratification theories. It is also written to apprehend one of many communication theories, which includes mass communication theory and uses and gratification theory. This theory studies the reasons why people use social media platforms to create brand awareness and why they choose a particular platform to promote their brand awareness. The research methodology used in this study was descriptive qualitative. The author took samples from TikTok users who use social media to create brand awareness using the use and gratification theories. The research used two types of accumulation data technique (ADT), which are online desk research by interview and online desk research. TikTok was the mass media used for this research. The results show why TikTok is chosen as the best mass medium for creating brand awareness based on the uses and gratification theory. In conclusion, TikTok meets the qualifications for social media marketing to create brand awareness based on the uses and gratification theory. Full text

The Effectiveness of Instagram Account @fwidayantogallery in Attracting Tourist Visits to F. Widayanto Ceramic House Using the AIDA Model Approach
by Lauditta Alfia Prastiana, Yosi Erfinda, Hindun Nurhidayati

J. Digit. Mark. Commun. 2023, 3(1), pp 12-18;

Social media platforms, especially Instagram, played a strong role in promoting tourist attractions. F. Widayanto ceramic house was one of the tourist attractions that used Instagram as a place to market ceramic products and ceramic educational tours. The location of this study was at F. Widayanto ceramic house, Depok City, West Java. The manager of Keramik F. Widayanto ceramic house hoped that social media would be used as a media campaign to attract visits. This research was carried out by analyzing the interest of tourist visits to F. Widayanto ceramic house and analyzing the effectiveness of the @fwidayantogallery Instagram account in attracting tourists' visits using the AIDA model (attention, interest, desire, and action). The methods used were quantitative descriptive approaches and multiple linear regression analysis techniques. The number of respondents was obtained as many as 50 people from active users of Instagram. The results showed that the interest in tourist visits to F. Widayanto ceramic house, which obtained the highest score, was found in the component of the interested section to find information about the product, followed by finding out the product, considering buying, and being interested in trying. Meanwhile, the lowest value was found in the component of wanting to have. Based on the results of multiple regression analysis, the effectiveness of Instagram accounts using the AIDA Model consisting of the variables of attention, interest, desire, and action simultaneously had a significant effect on the interest of tourist visits to F. Widayanto ceramic house. Meanwhile, only the variables of desire and action had a significant effect on the interest of tourist visits partially. Full text

Women's Participation in Tourist Village Empowerment
by Eti Solikhatun Yuliana Kusumadewi, Lilik Kartika Sari, Adhi Iman Sulaiman, Tri Wuryaningsih, Shinta Prastyanti

J. Digit. Mark. Commun. 2023, 3(1), pp 36-48;

Community participation is an important part of the implementation of community empowerment, which is generally carried out in the village. Women's participation, as a form of reducing gender inequality, contributes to efforts to maintain and develop tourism villages. The research aims to analyze the practice of women's participation in Cikakak Tourism Village. The research method used is a mixed method with data collection techniques including distributing questionnaires, conducting Focus Group Discussions, conducting in-depth interviews, and observation. The research informants include women's participation actors, such as family welfare empowerment groups, women farmers groups, business groups, and the village head. The research employs a qualitative research approach with a case study methodology. The results of the study show that women's participation in Cikakak Tourism Village has been carried out voluntarily and democratically, involving them in the process of planning and decision-making for Tourism Village activities, with a tendency towards a representative system. The women have contributed in various forms, such as in-kind contributions, labor, expertise or skills, and monetary contributions, which are adjusted based on the individual's capabilities. The most common form of contribution made by women is in the form of labor. Full text

Exploring the Role of Communication in Enhancing the Gastronomic Tourism Experience
by Grace Mwangi, Joseph Mwalongo

J. Digit. Mark. Commun. 2023, 3(1), pp 28-35;

This article highlights the increasing prevalence of gastronomic tourism, which emphasizes tasting local cuisine and experiencing local culinary culture. In terms of language, culture, and cuisine, the significance of effective communication in facilitating this experience is emphasized. The article explains that translation applications and social media are playing an increasingly significant role in how travellers communicate with natives. Effective communication is regarded as essential for a successful gastronomic tourism experience, as it enables tourists to interact with local communities and develop a deeper appreciation for culture and cuisine. Additionally, the article highlights the significance of sustainable and responsible gastronomic tourism policies, which can promote locally sourced and diverse cuisines, responsible consumption, and support local food producers and suppliers. Gastronomy is an essential element of a region's cultural heritage, and it has a substantial impact on tourism, job creation, and economic development. Gastronomy plays a significant role in attracting travellers and enhancing the overall tourism experience of destinations. Full text

The Role of Social Media in Enhancing Communication and Collaboration in Business
by Ifeanyi Okonkwo, Hisham Abubaker Awad

J. Digit. Mark. Commun. 2023, 3(1), pp 19-27;

The study aimed to highlight the importance of effective communication and collaboration in modern business, and how social media can be used as a vital tool to connect with customers, employees, and other stakeholders in new and innovative ways. Effective communication and collaboration are essential to the success of any business, particularly in the modern era, where competition is intense and innovation is required to stay competitive. To accomplish their goals, businesses must be able to communicate ideas, feedback, and information efficiently and effectively. Social media has become an indispensable instrument for connecting with customers, employees, and other stakeholders in novel and creative ways, resulting in increased innovation, enhanced productivity, and a more engaged and motivated workforce. Businesses can improve their knowledge transfer processes and foster a culture of continuous learning and innovation by leveraging social media platforms. Favourable network externalities in social media refer to the favourable effects that result from an increase in social media platform usage. This allows businesses to reach a larger audience and increase brand recognition. Social media can also provide valuable insights into customer behaviour and preferences, allowing businesses to tailor their marketing strategies and products to suit their customers' needs. Social media monitoring is essential for the growth of business capital because it enables businesses to measure their online reputation and respond promptly to any negative comments or feedback. However, social media has been linked to melancholy, anxiety, and addiction. Therefore, businesses must take steps to mitigate the negative effects of social media on the mental health of their employees, such as providing mental health support services and promoting healthy social media usage. Full text