A Study Koinworks P2P Platform Asiyaturrahimi Primary Author mixed material bibliography Jakarta LSPR 2019 en English

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The use of corporate blog has become one of another best choice for a brand to achieve its marketing communication objectives. Corporate blog is assumed thatit can execute strategies through its articles such as building image, sales and product orientation, customer relationship management, and more. This research analysed 224 content ofKoinworks’ corporate blog in 2 months. Using computer-mediated communication theory, this study finds that corporate blog has a high level interactivity that is effective to be utilized for marketing communication activities. This theoryis supported by marketing communication mix to find what type of marketing communication activity that it should be, and also enhanced by corporate credibility concept to understand on how corporate blog reinforce the image of a company or brand. It is suggested for companies, especially the financial technologycompanies, to consider corporate blog as one of important activity in marketing to be applied. However, this study still needs to be optimized by an in-depth interview of the authors from respective corporate blog or readers to gain wider perspective. Keyword:Content Analysis, Financial Technology, Corporate Blog, Computer Mediated Communication thesis Marketing Communication 2019 Asiyaturrahimi NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.370.059.19 S200111SP LSPR Sudirman Park S2.370.059.19 sampul_skripsi_dan_tesis_untuk_elibrary.jpg.jpg 1399 2019-12-06 15:04:40 2021-03-22 13:53:21 machine generated