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Journal of Digital Marketing and Communication

J. Digit. Mark. Commun. , Vol. 4 Iss. 1 (2024) – 5 articles

			View Vol. 4 Iss. 1 (2024)
Published: 29 June 2024
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Digital Behavior Analysis and Decoding Marketing Merits of Top Indian Institutes
by Mitalee Agrawal

J. Digit. Mark. Commun. 2024, 4(1), pp 19-31;

The impact of social media on higher education institutions is extensive, making it a crucial focus for studying the role of social media marketing in education. In India, the National Institutional Ranking Framework (NIRF) plays a pivotal role in assessing the position of higher education institutes, categorized as public/private and technical/non-technical. NIRF 2022 ranked 1,350 institutes, considering parameters such as academics, research, innovation, financials, graduate outcomes, inclusivity, and perception. While perception holds a 10% weight, it significantly influences other primary parameters. Post-COVID and thanks to rapid digitalization, there has been a significant surge in social media usage by the youth of the country. Consequently, social media has emerged as a prime source of communication for educational institutes as well. This study focuses on analyzing "Digital Marketing Strategies," referred to as "Digital Behaviour," by examining Twitter usage among the top 50 institutes in the NIRF 2022 overall category in India. It also suggests a reference model, FACHIO©, for digital marketing by higher education institutions, which can be followed by institutes abroad. The conclusion discusses how FACHIO© can play a pivotal role in the era of digital marketing in higher education. The basic idea can be utilized to make comparative analyses and develop suitable strategies for digital marketing in other sectors as well.   Full text

Musyawarah Program: Analyzing Narasi TV’s Agenda Setting Strategy for the 2024 Presidential and Vice Presidential Election Issue
by Luthfi Fazli, Kinkin Yuliaty Subarsa Putri

J. Digit. Mark. Commun. 2024, 4(1), pp 32-45;

Indonesia was carrying out the General Election Agenda for the President and Vice President, which was held every five years. 2024 is an election year in which the Indonesian people will choose their leader. Consequently, election coverage dominated program content and news from the mass media, particularly television. Narasi TV had also reported on these electoral issues by airing the Musyawarah show, a special program about the 2024 presidential election. Based on this, the study's goals were to evaluate the role of Narasi TV’s creative team in shaping the media agenda for the 2024 presidential election and to determine what Narasi TV and the creative team anticipate from the public through the Musyawarah program. The research method used in this article was a qualitative research method, specifically the descriptive-qualitative method, focusing on data from literature reviews from various references to analyze how the Narasi TV creative team applies Agenda Setting theory to the issue of the 2024 presidential election through the Musyawarah program. The results showed that Narasi TV’s media agenda on the issue of the 2024 presidential election includes the existence of a special program on the topic, namely the Musyawarah program. Additionally, the creative team’s media agenda for the Musyawarah program includes efforts to raise issues around the 2024 presidential election that are frequently disregarded or neglected by other mass media, despite their significance. Full text

The Influence of Media Exposure to the Final Presidential Debate Program in 2024 on Net TV Channel on the Attitudes of Voters in Jakarta
by Amanda Kanary Putri, Kinkin Yuliaty Subarsa Putri, Vera Wijayanti Sutjipto

J. Digit. Mark. Commun. 2024, 4(1), pp 1-6;

During elections, television is considered an important mass media platform for political campaigning by political parties. In general elections, it's undeniable that many political parties utilize mass media to influence the public. The lack of political awareness and education among first-time voters is feared to be a cause of declining political participation in the 2024 elections. Through the broadcast of presidential debates, prospective voters can learn about the vision, mission, and programs of presidential candidates. Over time, perceptions, both positive and negative, are formed. How candidate pairs convey messages and create impressions during debates is also observed. This research employs a quantitative approach using the survey method. The population consists of voters in Jakarta, with a sample size of 100 respondents determined using the Slovin formula. The study reveals a significant influence of media exposure from the final presidential debate program in 2024 on NET TV on the attitudes of voters in Jakarta, as confirmed by validity, reliability, and simple linear regression tests. Full text

Guest Insight Regarding Service Quality in Hotels: An Empirical Study from Bangladesh
by Debasree Bhowmik, Shahariar Hasan, Shohel Md. Nafi

J. Digit. Mark. Commun. 2024, 4(1), pp 46-61;

The tourism industry is one of the major service sectors expanding rapidly. Hotels play a prime role in delivering service to guests and creating satisfaction. This study aims to measure the guest insight regarding the service quality of star-ranking hotels in Bangladesh. Thus, a quantitative approach was used to conduct the study, and a well-structured, close-ended questionnaire was developed. This study used a five-point Likert scale for collecting data. Statistical tool SPSS 24 was used for data analysis. The analysis of guest insight towards the service quality of star-ranking hotels in Bangladesh shows a positive picture. Key areas such as service quality, food quality, location, and modern facilities receive high satisfaction scores, indicating the hotel's strengths. Safety and security measures are also well-regarded, although in-room security features need enhancement. Employee behavior shows a favorable view, particularly in complaint resolution, though overall service and interaction could improve. Green environment practices are recognized but have growth opportunities, especially in promoting energy-saving initiatives. This study will help to reshape the hotel services in Bangladesh and give direction for more extensive research to identify the segmentation-based hotel service.  Full text

The Study of Uses and Gratification Theory of TikTok as A Shopping Platform Seen from Buyers’ View
by Praventyasari Mutiara, Kinkin Yuliaty Subarsa Putri

J. Digit. Mark. Commun. 2024, 4(1), pp 7-18;

Shopping is one of the economic activities enjoyed by most people. Interest in new items is always a long-anticipated part of shopping. The growth of global industry and the disappearance of national borders have made a lot of information about shopping centers available, particularly through an online shopping application called TikTok Shop. As a new application, TikTok Shop has attracted the attention of its users, resulting in many requests being made through TikTok Shop. Using a qualitative approach, researchers describe people's habits by interviewing them about their use of TikTok Shop and what aspects satisfy them when shopping on TikTok Shop. By employing qualitative methodology and interviews, the researchers aim to understand why people use TikTok Shop nowadays. The results show that TikTok Shop is considered to meet users' wants and needs, providing satisfaction through discounts, live shows, and other minor features described in this article. The conclusion is that shoppers are likely to increasingly turn to TikTok Shop over the next few years, making it a favorite shopping tool. Full text