Customer Engagement Dalam Media Sosial Untuk Membangun Corporate Reputation (Rangkulkebaikan)

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Aten, Claudia Jeanette (2018) Customer Engagement Dalam Media Sosial Untuk Membangun Corporate Reputation (Rangkulkebaikan). PGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

Facebook Fanpage @SehatAQUA dimanfaatkan AQUA menjalin customer engagement untuk membangun corporate reputation melalui salah satu program CSR campaign #rangkulkebaikan pada tanggal 17-25 Agustus 2017. Metode analisis yang digunakan dalam penelitian ini adalah Qualitative Content Analysis(Hsieh & Shanon).Dimensi Customer engagement melalui Fanpage mencakup: enthusiasm, attention, absorption, interaction dan identification. Tetapi tahapan engagement belum sampai pada tahap collaboration. Sementara 3 elemen penting dalam company reputation sudah terpenuhi, kecuali elemen reputasi butuh klarifikasi, karena masih kurangnya dokumentasi aksi nyata dari program CSR perusahaan dalam Fanpage @SehatAQUA.

Keywords: customer engagement, company reputation, media sosial, Qualitative content analysis

Item Type: Thesis (PGP-Thesis)
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: POSTGRADUATE PROGRAMME > Corporate Communication
Depositing User: Ms Kartika S
Date Deposited: 29 Dec 2023 07:09
Last Modified: 29 Dec 2023 07:09
URI: http://repository.lspr.ac.id/id/eprint/1342

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