Ikoy Ikoy Digital Marketing Public Relations Strategy on Instagram

DOI

10.2991/assehr.k.220705.003How to use a DOI?

Keywords

Digital Marketing Strategy; Public Relations; Critical Discourse Analysis

Abstract

Digital marketing currently refers to innovation, content quality, customer engagement, and also the positive image of the company. Brands that successfully manage their online community and have a good image in the eyes of the public have a better chance of success in marketing communications. This study looks at the uniqueness of the @ariefmuhammad figure as an influencer who gave birth to a new trend or culture of ikoy-ikoyan called the “sharing happiness” movement. Unexpectedly, since July 2021 the ikoy-ikoyan trend has become viral and controversial. The ikoy-ikoy trend is followed by many influencers and has a big social impact, therefore since August 18, 2021, Arief inaugurated the @ikoy2an account in collaboration with well-known brands. It is interesting because this “sharing happiness” agenda requires players to first follow an account that will distribute prizes in the form of money, objects, or followers’ needs as a condition. This makes the account’s followers skyrocket after becoming a donor. The purpose of this study is to uncover the digital marketing public relations strategy that @ariefmuhammad has implemented through the trend of “sharing happiness” ikoy-ikoyan. Through the qualitative method of normal fair-clough critical discourse analysis, the researcher uses the theory of digital marketing, personal branding, public relations, as an analytical tool in research. The results of the micro, meso, and macro analysis show that arief muhammad seeks to strengthen personal branding to increase his positive image as a culinary entrepreneur, automotive lover, and generous influencer. In addition, the ikoy trend has a social impact as a way of sharing influencers by providing venture capital in the pandemic era. Socioculturally, the ikoy-ikoyan trend also creates new behavioral trends to increase brand awareness, customer engagement, and increase the number of followers of a brand’s Instagram account or personal account.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Farikha Rachmawati
AU  - Dian Hutami Rahmawati
AU  - Ahimsa Adi Wibowo
PY  - 2022
DA  - 2022/07/13
TI  - Ikoy Ikoy Digital Marketing Public Relations Strategy on Instagram
BT  - Proceedings of the 3rd International Media Conference 2021 (IMC 2021)
PB  - Atlantis Press
SP  - 31
EP  - 41
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220705.003
DO  - 10.2991/assehr.k.220705.003
ID  - Rachmawati2022
ER  -