Meiliana, Cindy and Saraswati, Muninggar Sri (2021) Marketing Communication Campaign and Young People: A Case Study of Shopee Haul Campaign. Bachelor thesis, Swiss German University.

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Abstract

This thesis focuses on the shopping haul campaign as a marketing communication strategy of e-commerce and the response of young people. The purpose of this study is to analyze the marketing communication strategy used by Shopee in running the Shopee Haul campaign and to find out the response of young people to Shopee Haul campaign using the AIDA model. This research is a qualitative case study, which uses data collection methods of content analysis, in-depth interviews, and focus group discussions. The study found that while the Shopee Haul campaign satisfied the AIDA model, it was not sufficient to motivate young people to participate in the Shopee Haul campaign despite their attention and interest to watch the Shopee Haul campaign videos.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Campaign Strategy, Consumer Response, E-commerce, AIDA Model, Marketing Communication, Young People
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59 Public relations H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior > HF5415.332 Young adult consumers H Social Sciences > HF Commerce > HF5548 Electronic commerce
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Faisal Ifzaldi
Date Deposited:	03 Jan 2022 13:37
Last Modified:	03 Jan 2022 13:37
URI:	http://repository.sgu.ac.id/id/eprint/2261

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