Meliana, Cindy and Saraswati, Muninggar Sri and Hidayat, Nila K. (2020) 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)
Subjects:	H Social Sciences > HF Commerce > HF5717 Business communication
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Mr Arinton Sinaga
Date Deposited:	16 Dec 2024 08:26
Last Modified:	16 Dec 2024 08:26
URI:	http://repository.sgu.ac.id/id/eprint/2781

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