Yulia Segarwati, yulia.segarwati@unpas.ac.id and Sutrisno, kangsutrisno@yahoo.com and Wawan Wartono, wawan.wartono@unpas.ac.id (2022) ONLINE PUBLIC RELATIONS BINUS UNIVERSITY : CORPORATE BRANDING BINUS UNIVERSITY DI MEDIA SOSIAL. In: MENUJU INDONESIA DIGITAL, Komunikasi, Digitalisasi dan Masa Depan Industri Kreatif. bianglala, pp. 609-621. ISBN 978-602-51419-2-8
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Abstract
Corporate branding is not only required for a company, but also for universities like Binus University. Along with the development of communication technology, today many branding process is done through social media. A wide range of social media is used in the branding process. Online Public Relations Binus University uses social media like Facebook, Twitter, Instagram, and Youtube for Corporate Branding.The focus of research in this research is how corporate branding Binus University in Social Media. Phenomena to be studied are as follows: 1) How Online Public Relations Binus University using social media for corporate branding; 2) How to model corporate branding of Binus University in Social Media. Researchers use qualitative research methods with a virtual ethnography approach. In addition to virtual ethnography, researchers also used the dragonfly effect model. Virtual etnography is used because of its online research location, while the dragonfly effect model is used to analyze content and message design in social media. The results show that online public relations uses social media as a means of promotion, as a miniature campus environment, as a network of relations, as the existence of the campus, as well as the work and recognition of the world. From the use of social media, researchers make 3 (three) corporate branding model, namely vision model, cultural model, and image model. Keyword : Corporate branding, virtual ethnography, social media, dragonfly effect model
| Item Type: | Book Section |
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| Subjects: | DOCUMENT |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2018 |
| Depositing User: | mr yogi - |
| Date Deposited: | 15 Feb 2022 04:25 |
| Last Modified: | 15 Feb 2022 04:25 |
| URI: | http://repository.unpas.ac.id/id/eprint/55670 |
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