Using Microcelebrity as a Digital Marketing Strategy @streetboba
Pemanfaatan Microcelebrity sebagai Strategi Digital Marketing @streetboba
DOI:
https://doi.org/10.21070/ups.1578Keywords:
Microcelebrity, Digital Marketing, Street BobaAbstract
In the era of very rapid technological developments, it has caused changes in various sectors of human needs, one of which is in the business sector towards digital. With the change towards digital, it provides many benefits and conveniences for the community in promoting and selling online by utilizing digital marketing strategies. Microcelebrity phenomenon also plays a role in digital marketing strategy. This study aims to find out the use of Microcelebrity which is currently a trend as a digital marketing strategy for the @streetboba Instagram account by utilizing Jovi Adhiguna's Microcelebrity. The theory used is the theory of four dimensions of digital marketing, namely Cost Transaction, Interactive, Incentive Program, and Site Design. The method used is descriptive qualitative with Microcelebrity as the subject and Digital Marketing @streetboba as the object.
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