Harnessing Employee Influence on Social Media : A Qualitative Case Study An Indonesian Company
(2018) SKOM12 20181Department of Strategic Communication
- Abstract
- This study examines the problem of implementing the employee as social media influ-encer to spread the company messages on social media. The research aim to answer how the role of an employee could contribute to the development of the company brand through employee as a social media influencer. A qualitative approach is used to analyze the phenomenon with the help of a single case study of the Pertamina Trooper campaign. Document analysis of the policy, guidelines, as well as the corporate social media account, have been analyzed to elaborate the case study. Interviews with the department responsible for the campaign are conducted to explore this strategy further. The result of the study shows that employee as a social media influencer is... (More)
- This study examines the problem of implementing the employee as social media influ-encer to spread the company messages on social media. The research aim to answer how the role of an employee could contribute to the development of the company brand through employee as a social media influencer. A qualitative approach is used to analyze the phenomenon with the help of a single case study of the Pertamina Trooper campaign. Document analysis of the policy, guidelines, as well as the corporate social media account, have been analyzed to elaborate the case study. Interviews with the department responsible for the campaign are conducted to explore this strategy further. The result of the study shows that employee as a social media influencer is believed to be an effective strategy to disseminate information regarding the company and could contribute to the development of corporate branding. Furthermore, the case study could serve as a framework for com-munication strategy to other organizations that aspire to develop their company branding on social media. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8954941
- author
- Wibawa, Marlodieka LU
- supervisor
- organization
- course
- SKOM12 20181
- year
- 2018
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- brand influencer, employee engagement, social media, communication strategy
- language
- English
- id
- 8954941
- date added to LUP
- 2018-08-25 21:43:49
- date last changed
- 2018-08-25 21:43:49
@misc{8954941, abstract = {{This study examines the problem of implementing the employee as social media influ-encer to spread the company messages on social media. The research aim to answer how the role of an employee could contribute to the development of the company brand through employee as a social media influencer. A qualitative approach is used to analyze the phenomenon with the help of a single case study of the Pertamina Trooper campaign. Document analysis of the policy, guidelines, as well as the corporate social media account, have been analyzed to elaborate the case study. Interviews with the department responsible for the campaign are conducted to explore this strategy further. The result of the study shows that employee as a social media influencer is believed to be an effective strategy to disseminate information regarding the company and could contribute to the development of corporate branding. Furthermore, the case study could serve as a framework for com-munication strategy to other organizations that aspire to develop their company branding on social media.}}, author = {{Wibawa, Marlodieka}}, language = {{eng}}, note = {{Student Paper}}, title = {{Harnessing Employee Influence on Social Media : A Qualitative Case Study An Indonesian Company}}, year = {{2018}}, }