Analisis Isi Electronic Word of Mouth pada Posting Instagram @aogmsyouth

Eunike Christianto, Amelia Sidik, Felicia Goenawanf

Abstract


Penelitian ini dilakukan untuk mengetahui gambaran umum Electronic Word of Mouth yang terdapat pada posting Instagram Army of God Mawar Sharon Youth (@aogmsyouth). Media sosial kini telah berkembang pesat menjadi alat yang dapat meningkatkan kemampuan pengguna dalam berbagi informasi, termasuk terjadinya Electronic Word of Mouth. Sebagai salah satu media sosial, Instagram diketahui telah menjadi the next big thing dari penyebaran Electronic Word of Mouth.

Penggambaran Electronic Word of Mouth dapat dilihat melalui metode analisis isi pada posting dalam media sosial Instagram. Hasil penelitian menunjukkan bahwa post yang memiliki likes dan comment terbanyak sama-sama mengandung tema pesan How to. Selain itu, dimensi Electronic Word of Mouth yaitu, concern for other dan positive self enhancement juga paling banyak terjadi pada pesan yang memenuhi seluruh karakteristik untuk terjadinya Electronic Word of Mouth yakni, relevance, timelines, accuracy, dan comprehensiveness.


Keywords


Electronic Word of Mouth, Marketing Communications, Instagram, Army of God Mawar Sharon Youth

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References


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