Optimalisasi Penggunaan Media Sosial Dalam Pemasaran Dan Komunikasi Perubahan Perilaku
Abstract
Media sosial merupakan strategi pemasaran untuk mempromosikan sebuah merek dengan menggunakanmediadigital. Pemasaran melalui media sosial dapat memberikan kemudahan dan keutungan yang signiï¬kan kepada UKM/wirausaha. Pemasaran sosial menggunakan media sosial merupakan inovasi baru seiring dengan meningkatnya pengguna aktif media sosial. Inovasi tersebut juga mendukung adaptasi kebiasaan baru untuk menghindari kerumunan dalam upaya promosi usaha. Penelitian ini bertujuan untuk mengetahui pentingnya optimalisasi penggunaan media sosial dalam pemasaran dan komunikasi perubahan perilaku. Metode yang digunakan pada penelitian ini adalah metode literature review. Sumber data didapatkan melalui database online Google Scholars dan LibGen antara bulan November 2017 hingga bulan Maret 2018. Beberapa penelitian juga diperoleh dengan mencari daftar referensi dari beberapa publikasi yang berkualitas tinggi. Demikian pula, e-book yang sesuai dipilah dan diambil informasinya yang relevan.
Kata kunci : media sosial, pemasaran sosial, komunikasi perubahan perilaku, mengintegrasi media sosial dan pemasaran sosial, komunikasi perubahan perilaku menggunakan sosial mediaReferences
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