Harnessing the Power of Viral Marketing for Social Justice: The Impact of Social Media on The Netflix Documentary “Ice Cold: Murder, Coffee, and Jessica Wongso”

Salsabela, Kamila and sabri, sabri Harnessing the Power of Viral Marketing for Social Justice: The Impact of Social Media on The Netflix Documentary “Ice Cold: Murder, Coffee, and Jessica Wongso”. [Artikel Dosen] (Submitted)

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Abstract

Viral marketing is word-of-mouth advertising that spreads quickly via online channels and can potentially have far wider effects than just commercial ones. This paper examines how viral marketing can be used to advance social justice by utilizing its ability to make social networks that motivate mass action. To create social justice, the goal is to examine how social media and viral marketing have affected the success of the Netflix documentary Ice Cold. Employing a netnography methodology and descriptive qualitative, data is gathered using a data site. Centered on examining the four elements of the viral marketing technique on social media: content, behavioral characteristics, social network structure, and seeding strategy. The result is emotional triggers and criticism forming the presence of high emotional activation resulting in the social connectivity of the audience that creates the tag and signature of petitions as the realization of social justice. Recommendations for marketing practitioners to create seeding strategies through current issues and social movements that are not just about profit-based marketing.

Item Type:	Artikel Dosen
Keyword:	Ice Cold Social Justice Viral Marketing
Subjects:	H Social Sciences > HE Transportation and Communications P Language and Literature > PN Literature (General)
Divisi / Prodi:	Faculty of Letters (Fakultas Sastra) > S1-ilmu komunikasi
Depositing User:	Kamila Salsabela
Date Deposited:	20 Aug 2024 02:42
Last Modified:	20 Aug 2024 02:42
URI:	http://eprints.uad.ac.id/id/eprint/67790

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