Image of STRATEGI KOMUNIKASI DIGITAL PADA INSTAGRAM (@ligaesportsnasional) TAHUN 2023 DALAM MEMPROMOSIKAN TURNAMEN MOBILE LEGENDS: BANG BANG KEPADA GEN-Z
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STRATEGI KOMUNIKASI DIGITAL PADA INSTAGRAM (@ligaesportsnasional) TAHUN 2023 DALAM MEMPROMOSIKAN TURNAMEN MOBILE LEGENDS: BANG BANG KEPADA GEN-Z

The phenomenon of E-Sports, which continues to grow in both competitive and innovative ways, has encouraged industry players to utilize digital media as a primary promotional tool due to its ability to reach a broad, efficient, and interactive audience. This study aims to explore how digital communication strategies are implemented by @ligaesportnasional in promoting tournaments, particularly targeting Generation Z, through the Instagram platform. The research adopts the digital communication strategy concept proposed by Chris Heuer. The method used is descriptive qualitative, with data collection techniques including interviews, observation, and documentation studies. The findings indicate that @ligaesportnasional applies the digital communication strategy across four key aspects: context (building a digital identity through creative and relevant content), communication (implementing effective two-way communication in social media management), collaboration (establishing partnerships with various parties to broaden reach), and connection (fostering strong relationships with the audience). However, the study also reveals that collaboration with influencers, pro players, and gaming communities proves to be more effective in increasing engagement and awareness compared to communication strategies that rely solely on organic content. Despite the effectiveness of the implemented digital communication strategy in enhancing engagement, it was also found that the use of paid promotional features such as Instagram Ads has not yet been fully optimized to reach a wider audience.

Availability
#
Central Library (REFERENCE) T1781112025
T178111
Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1781112025
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya.,
Collation
xxii, 549 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
302.207
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Komunikasi
Specific Detail Info
-
Statement of Responsibility
Other version/related
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