Mahdiah Nargis, . (2025) ANALISIS ENGAGEMENT AUDIENS TERHADAP KAMPANYE INSTAGRAM @LE_MINERALEID: Studi Rafael Struick Sebagai Brand Ambassador (Periode 6 Juni 2024 – 6 Februari 2025). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The Instagram campaign by @le_mineraleid featuring Rafael Struick as brand ambassador took place amid his rising popularity and simultaneous public criticism due to underwhelming on-field performance. This study aims to analyze audience engagement with the campaign from June 6, 2024, to February 6, 2025. A descriptive quantitative method was used, employing content analysis on 13 posts. Engagement rate was calculated manually and supported by descriptive statistical analysis. Additionally, user comments were examined using the Elaboration Likelihood Model (ELM) framework. The findings indicate that posts with expressive visuals and emotional appeal had higher engagement rates and were dominated by peripheral-route comments. In contrast, more informative posts with lower ERs generated a greater proportion of centrally processed comments. These results suggest that a brand ambassador’s popularity does not necessarily guarantee high or cognitively deep audience engagement.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1910411050] [Pembimbing: Windhiadi Yoga Sembada] [Penguji 1: Puri Bestari Mardani] [Penguji 2: Anindita Lintangdesi Afriani] |
| Uncontrolled Keywords: | Engagement Rate, Instagram, Rafael Struick, Brand ambassador, Elaboration Likelihood Model, Le Minerale. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MAHDIAH NARGIS |
| Date Deposited: | 15 Aug 2025 04:15 |
| Last Modified: | 15 Aug 2025 04:15 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39295 |
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