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PENGGUNAAN MEDIA SOSIAL DALAM MENINGKATKAN FAN ENGAGEMENT BAND SHAGGYDOG (Studi Deskriptif Kualitatif pada Akun Instagram @shaggydogjogja)
The development of social media as a new media is in line with the development of the music industry. This has become a new demand for musicians who have existed for a long time to reach a wider fan base. Instagram has become one of the strategic media used to build and increase fan engagement. This study aims to identify and analyze the use of Instagram social media in increasing the engagement of Shaggydog band fans. This study uses a descriptive qualitative method with data collection techniques through observation, interviews with account managers and Shaggydog band personnel, and documentation. Data analysis was carried out through the stages of data reduction, data presentation, and conclusion drawing with data validity testing using source and expert triangulation. The results show that the engagement of Shaggydog fans can be increased through the use of Instagram features, such as profiles, photo and video uploads, stories, live broadcasts, and interactive captions by Shaggydog through their Instagram account @shaggydogjogja. This study concludes that Instagram not only functions as a promotional medium but also as an effective new media interaction space in increasing the engagement and loyalty of Shaggydog band fans.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
PENGGUNAAN MEDIA SOSIAL DALAM MENINGKATKAN FAN ENGAGEMENT BAND SHAGGYDOG (Studi Deskriptif Kualitatif pada Akun Instagram @shaggydogjogja) (Text)
HTML Summary of #76055 PENGGUNAAN MEDIA SOSIAL DALAM MENINGKATKAN FAN ENGAGEMENT BAND SHAGGYDOG (Studi Deskriptif Kualitatif pada Akun Instagram @shaggydogjogja)
302.231 Media Komunikasi, Media Massa, Media Sosial