The influence of social media content for marketing before and during COVID 19

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Mirarab, Ali Hadji (2023) The influence of social media content for marketing before and during COVID 19. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

This study investigates social media that is used by many people, especially business people and the factors that influence it. Along with the COVID 19 pandemic that has hit almost all countries, the effectiveness of social media, of course, has quite a significant impact. The reason for this topic being raised is because social media platforms and marketplaces, especially for business accounts, display content related to social media marketing before and changes during the COVID 19 pandemic. This creates a variety of strategies and factors behind which consumers can choose, to keep shopping during a pandemic like this. Another reason why this topic was excluded is because purchase intention is one of the key elements for the advancement of business account for business people and some tricks such as content that really need to be done as engagement and interaction with consumers. The author processing this data using qualitative descriptive analysis with interviews. The qualitative method used by the researcher is inductive in nature, beginning with preliminary observations or field observations and data collection, and ending with drawing conclusions. The resource persons consisted of 10 people who are business people and consumers who use social media and have been sorted based on the researcher's criteria. Based on the results of the analysis, it can be seen that the effectiveness of social media content before and after COVID-19 had an extraordinary spike. This is due to community needs which, even in a pandemic situation, must still be fulfilled, and deteriorating economy where almost all levels experience economic difficulties during the COVID 19 pandemics. It is recommended for business people in Indonesia to apply the analysis & evaluation of existing strategy and focus on video content strategy.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 01 Apr 2023 02:03
Last Modified: 01 Apr 2023 02:03
URI: http://repository.ipmi.ac.id/id/eprint/1887

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