Komodifikasi dan Budaya Partisipatif Media Sosial dalam Komunikasi Pemasaran Produk Skincare di Aplikasi TikTok

Toto Hernawo(1),


(1) Universitas Al Azhar Indonesia
(*) Corresponding Author

Abstract


This study aims to analyze the marketing communication strategies of skincare products on TikTok using the media commodification theory and participatory social media culture. In the digital era, TikTok is not only a medium for entertainment but also a strategic channel for building consumer engagement through creative content. This study used a qualitative content analysis method on five viral skincare promotional campaigns on TikTok. The analysis results show that the commodification process occurs at the content, audience, and platform levels, while participatory social media culture encourages active audience involvement in the process of disseminating promotional messages. This study concludes that marketing communication on social media has undergone a transformation, from being one-way to collaborative and community-based.


Full Text:

PDF

References


Abidin, C. (2016). Visibility labour: Engaging with influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X1616100112

Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

Gentina, E., & Palan, K. M. (2013). ‘We are not kids anymore’: Understanding teen consumers’ evaluations of social networking site advertising. Journal of Marketing Management, 29(3–4), 397–420. https://doi.org/10.1080/0267257X.2012.732599

Hou, M. (2019). Social media celebrity and the institutionalization of YouTube. Convergence: The International Journal of Research into New Media Technologies, 25(3), 534–553. https://doi.org/10.1177/1354856517736976

Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York, NY: NYU Press.

Jiang, S., & Ngien, A. (2020). The effects of Instagram influencers on purchase intention and brand attitude among young adults. International Journal of Internet Marketing and Advertising, 14(4), 441–465. https://doi.org/10.1504/IJIMA.2020.109009

Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292

Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71

Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Thousand Oaks, CA: SAGE Publications.

Kurniawati, A., & Pratama, A. (2023). Strategi komunikasi pemasaran produk skincare lokal di TikTok. Jurnal Komunikasi Digital, 5(2), 112–125.

Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027. https://doi.org/10.1016/j.jretconser.2019.102027

Leaver, T., Highfield, T., & Abidin, C. (2020). Instagram: Visual social media cultures. Cambridge, UK: Polity Press.

Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Thousand Oaks, CA: SAGE Publications.

Moleong, L. J. (2017). Metodologi penelitian kualitatif (Edisi Revisi). Bandung: Remaja Rosdakarya.

Mosco, V. (2009). The political economy of communication (2nd ed.). London: SAGE Publications.

Nugroho, R. (2023). Analisis tren skincare di TikTok dan perilaku konsumen Gen Z. Jurnal Media dan Budaya Populer, 6(1), 76–89.

Setiawan, B. (2022). Komodifikasi konten dan partisipasi audiens di media sosial. Jurnal Ilmu Komunikasi, 14(1), 45–59.

Setiawan, R. (2022). Strategi komunikasi digital dalam budaya partisipatif: Analisis komodifikasi pada kampanye media sosial. Jurnal Ilmu Komunikasi Indonesia, 4(1), 54–66.

Statista. (2024). TikTok usage statistics worldwide. Retrieved from https://www.statista.com/statistics/1100833/tiktok-global-user-engagement/

Xu, X., Pratt, S., & Tuan, L. T. (2022). The effects of influencers’ characteristics on consumers’ purchase intention on TikTok: The mediating role of perceived trust. Journal of Retailing and Consumer Services, 68, 103090. https://doi.org/10.1016/j.jretconser.2022.103090




DOI: http://dx.doi.org/10.36722/cl.v10i2.4658

Refbacks

  • There are currently no refbacks.


   

 

View My Stats