Word Of Mouth Strategy to Promote Indonesian Culture Through Game Inheritage : Boundary of Existence : Proceeding International Conference on Transformation in Communication (ICOTIC) November 2015
Wisnu Wicaksono Putro, Diah Agung Esfandari

Informasi Umum

Kode

15.24.185

Klasifikasi

658.515 - Promotion of efficiency

Jenis

E-Article

Subjek

Promotion-marketing Strategy

No. Rak

21

Dilihat

2 kali

Informasi Lainnya

Abstraksi

Word of mouth communication activities in a company can be used as an alternative to the promotion mix resulting in more effective communication and selling. Tinker Games is one of the companies who rely on word of mouth strategy through game INheritage : Boundary of Existence to promote Indonesian culture. INheritage itself basically designed by Tinker Games as the first work of a major project which will consist of a lot of creative works in various media. This study uses descriptive qualitative approach, supported by constructivism. This study is intended to explain the strategy of word of mouth carried by Tinker Games to promote Indonesian culture through a game. The data obtained in this study is derived from interviews, literature, audio and visual documentation and observation. Informants in this study is divided into two, such as the key informants consisting of one person and the informant support consisted of two people. The Discussion of this research focused on the problem that has been identified through the analysis of three indicators, such as phases five basic elements of word of mouth, word of mouth nature and the difference in function of word of mouth. These results showed that related to five elements of WOM game players and employees of Tinker Games are as talkers, culture as the topics, social media as tools, respond to any discussion forums about INheritage: BoE as Taking Part element, and the use of google analytics as a tracking method. Tinker Games dividing the nature into positive and negative WOM as well as the different functions into expert to expert, expert-to-peer, and peer to peer.

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Wisnu Wicaksono Putro, Diah Agung Esfandari
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Universitas Telkom, FKB
Kota	Bandung
Tahun	2015

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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