The Strategy of Using Web Series on YouTube in Campaigning Positive Corporate Image

Ratna Dewi, Ayu Liskinasih

2017

Abstract

A positive corporate image a powerful tool to attract consumers to choose a product or the company. Corporate image depicts the company's value, public trust and productivity. It is regarded as the public perception of the company from experience, belief and knowledge of the company. Corporate image is built from the communication effort and company openness in an effort to build a positive image. This research uses descriptive qualitative method to examine how PT Eigerindo MPI has built its corporate image through a web series on YouTube entitled "Dunia Dalam Kita". The campaign was conducted to promote a positive corporate image and values that transform community in the long term.

Paper Citation

in Harvard Style

Dewi R. and Liskinasih A. (2017). The Strategy of Using Web Series on YouTube in Campaigning Positive Corporate Image.In 4th INTERNATIONAL CONFERENCE ON SOCIAL AND POLITICAL SCIENCES - Volume 1: IcoSaPS, ISBN 978-989-758-313-1, pages 1-1. DOI: 10.5220/0007031300010001

in Bibtex Style

@conference{icosaps17,
author={Ratna Dewi and Ayu Liskinasih},
title={The Strategy of Using Web Series on YouTube in Campaigning Positive Corporate Image},
booktitle={4th INTERNATIONAL CONFERENCE ON SOCIAL AND POLITICAL SCIENCES - Volume 1: IcoSaPS,},
year={2017},
pages={1-1},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007031300010001},
isbn={978-989-758-313-1},
}

in EndNote Style

TY - CONF

JO - 4th INTERNATIONAL CONFERENCE ON SOCIAL AND POLITICAL SCIENCES - Volume 1: IcoSaPS,
TI - The Strategy of Using Web Series on YouTube in Campaigning Positive Corporate Image
SN - 978-989-758-313-1
AU - Dewi R.
AU - Liskinasih A.
PY - 2017
SP - 1
EP - 1
DO - 10.5220/0007031300010001