Hanifa Salsabila Primary Author mixed material bibliography Jakarta LSPR 2020 en English

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In this uncertain situation caused by coronavirus pandemic which also caused recession and fear, survival in terms of maintaining existing brand awareness and customer engagement are as important as maintaining sales like before the pandemic came, especially for a luxury fashion brand which provides discretionary products. One of the ways to avoid the spread of the virus is by applying social distancing, in which makes physical activities are now restricted, especially to held an event in public area. Therefore, for a business who usually focuses on arranging in-store events like Marc Jacobs, specifically in Indonesia, it is better to plan social media marketing communication strategy as nowadays businesses are shifting into digital activities to maintain their awareness and engaging with their customers. In order for the project plan to be successful in the most effective and efficient way, seven steps in SOSTAC framework by Smith & Chaffey (2017) will be used to plan social media marketing communication activities for Marc Jacobs Indonesia to maintain its existing brand awareness and customer engagement. Keywords : Marketing Communication, Social Media, Brand Awareness, Customer Engagement, SOSTAC, Fashion Marketing Communications Non Thesis 2020 Nico A. Wattimena Hanifa Salsabila NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.055.20 S100633SP Hanya Tersedia Softcopy S1.MKT.055.20 sampul_skripsi.jpg.jpg 5071 2021-04-16 13:38:47 2021-05-11 16:48:17 machine generated