Dinamika respons audiens digital di media sosial x terhadap kampanye diversitas & inklusivitas sebagai brand activism skin game

Abstract

Abstrak

Penelitian ini berupaya untuk menyingkap pemahaman mengenai respons audiens pengguna media sosial X terhadap diversity and inclusive brand activism yang dilakukan oleh Skin Game sebagai merek dagang bagi salah satu skincare di Indonesia. Berupa studi kasus yang dilakukan pada enam belas respons audiens, penelitian dikaji menggunakan metode kualitatif deskriptif. Data dikumpulkan melalui observasi dan dokumentasi, dan analisis didasarkan pada Brand Activism Theory yang di dalamnya terkandung Framework of Optimal Incongruence, didukung dengan konsep-konsep mengenai Karakteristik Aktivitas Audiens Digital. Hasil yang diperoleh menunjukkan bahwa: (1) Terdapat ragam respons audiens, mulai dari yang termasuk dalam zona satisfaction, delight, hingga outrage; (2) Audiens berinteraksi menggunakan fitur like, retweet, dan reply terhadap respons yang cenderung menerima dan memercayai nilai kampanye; (3) Skin Game memberikan tanggapan melalui fitur reply terhadap beragam jenis respons; (4) Beberapa aktivitas audiens digital yang terjadi antara lain keikutsertaan audiens non-komunitas skincare dan aktivisme sosial, pemanfaatan anonimitas, serta penghapusan pesan.

Kata Kunci : Brand Activism, Brand Skin Game, Diversity & Inclusive Marketing, Respons Audiens

Abstract

This research seeks to reveal an understanding of the response of the audience of X social media users to the diversity and inclusive brand activism carried out by Skin Game, an Indonesian brand for skincare products. Conducted on sixteen audience responses, this research was studied using descriptive qualitative methods. Datas are collected through observation and documentation, analysed based on Brand Activism Theory which contains the Framework of Optimal Incongruence, supported by concepts regarding the Characteristics of Digital Audience Activities. The results show that: (1) There are various audience responses, ranging from those in the zone of satisfaction, delight, to outrage; (2) Audiences interact using the like, retweet and reply features for responses that tend to accept and believe the value of the campaign; (3) Game Skin provides responses via the reply feature to various types of responses; (4) Several digital audience activities that occurred included the participation of non-community skincare audiences and social activism, the abuse of anonymity, and the deletion of uploaded messages.

Keywords : Audience Response, Brand Activism, Brand Skin Game, Diversity & Inclusive Marketing