VIRTUAL ETHNOGRAPHY OF @DAILYHOTELS.ID ACCOUNT AS A HOTEL PROMOTION MEDIA IN INDONESIA

https://doi.org/10.35457/jares.v9i1.2792
Abstract views: 197 , PDF downloads: 103
Keywords: social media marketing, content management, hotel promotion, virtual ethnography

Abstract

Content management is planning and managing content uploaded on social media that can support promotional activities. This study aims to understand content management strategies to help promotional activities by the @dailyhotels.id account. This study uses a qualitative method with a virtual ethnographic approach. Data collection in this study used virtual searches and interviews with six informants: one account owner @dailyhotels.id, one admin @dailyhotels.id, and four followers @dailyhotels.id. The results of the study show that the content management strategy can help the process of promotional activities for hotels in Indonesia by @dailyhotels.id to have an impact on promotional activities and create purchasing decisions for potential customers. Furthermore, @dailyhotels.id conducts content management to support promotional activities by interacting with @dailyhotels.id followers. In this study, it can be concluded that the content management strategy can help the promotion process be effective and convey information about hotels that the public does not know widely.

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Author Biographies

Aliyya Sausan Shafa, Universitas Pembangunan Nasional Veteran Jawa Timur

Undergraduate student of the Communication Science Department.

Zainal Abidin Achmad, UPN Veteran Jawa Timur

Dr. Zainal Abidin Achmad, S.Sos., M.Si., M.Ed. adalah dosen Ilmu Komunikasi di Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia. Ia menjadi reviewer di Jurnal MKP Universitas Airlangga (Sinta 2), Jurnal ETNOSIA Universitas Hasanuddin (Sinta 2), Jurnal Komunikasi Islam UIN Sunan Ampel Surabaya (Sinta 2). Ia memiliki pengalaman kerja dalam berbagi aktivitas advokasi dan community development bersama berbagai Kementerian, NGO dalam dan luar negeri dan badan dunia (Kementerian PUPR, BAPPENAS, Kemenkopolhukam, Kemendagri, Kemenag, Reform Institute, LP3ES, PUPUK, REDI, The Asia Foundation, World Bank, USAID, AusAID, UNICEF). Ia memiliki kontribusi dalam serangkaian riset opini dan exit poll pada pemilu dan pemilukada di wilayah Indonesia. Saat ini, Ia memiliki konsistensi mendorong penerapan Index Democracy Indonesia sejak berpartisipasi dalam UNDP IDI-Project. Ia memiliki pengalaman mengajar jurnalistik pers, hukum media massa, komunikasi politik, sosiologi komunikasi, media relations, dan komunikasi pemasaran. Ia memiliki pengalaman sebagai dosen tamu di Universitas Airlangga Surabaya, ITS Surabaya, UNTAG Surabaya, UHT Surabaya, STAI Lukman Al-Hakim Surabaya, UNMUH Gresik, dan UNMUH Gorontalo. Gelar sarjana (S.Sos.) diperoleh dari Ilmu Komunikasi, Universitas Airlangga Surabaya. Gelar master pertama (M.Si.) diperoleh dari Ilmu Ilmu Sosial, Universitas Airlangga Surabaya. Gelar master kedua (M.Ed.) diperoleh dari Bilingual Education, Rangsit University, Thailand. Sedangkan gelar doktor (Dr.) diperoleh dari Ilmu Sosial, Universitas Airlangga, Surabaya. Ia lahir di Pacitan, pada tanggal 19 Mei 1973. Memiliki berbagai aktivitas profesi dan sosial. Antara lain, sebagai (1) Ketua Ikatan Alumni Komunikasi Universitas Airlangga, periode 2019-2024. (2) Pengurus Himpunan Pembina Bahasa Indonesia (HPBI) Jawa Timur, periode 2019–2024. (3) Wakil ketua bidang penerbitan ilmiah, Ikatan Sarjana Komunikasi Indonesia (ISKI) Jawa Timur, periode 2018-2023. (4) Humas Ikatan Alumni FISIP Universitas Airlangga, periode 2018-2023. (5) Wakil Ketua Bidang Humas, Publikasi dan Dokumentasi, Ikatan Alumni Lemhannas RI (IKAL), Komisariat Provinsi Jawa Timur, periode 2017-2022.

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Published
2024-03-14
How to Cite
Shafa, A. S., & Achmad, Z. A. (2024). VIRTUAL ETHNOGRAPHY OF @DAILYHOTELS.ID ACCOUNT AS A HOTEL PROMOTION MEDIA IN INDONESIA. JARES (Journal of Academic Research and Sciences), 9(1), 106-125. https://doi.org/10.35457/jares.v9i1.2792
Issue
Vol. 9 No. 1 (2024): March 2024
Section
Articles

Copyright (c) 2024 JARES (Journal of Academic Research and Sciences)

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