Layinuvar Anggia Rizka Primary Author mixed material bibliography Jakarta LSPR 2021 en English

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As digitalization rapidly growth becomes a new tool and place for society to connect, there are many tools in informing, educating, and influencing the audiences through digital media. One of the digital tools to persuade the audience is digital storytelling. Digital storytelling has become an essential tool for social charity online platforms like Kitabisa.com to gain donations from audiences. The most successful social campaign created by Kitabisa.com that has powerful storytelling so it gained a lot of donations is #BersamaLawanCorona. This research aims to analyze how are persuasive communication and digital storytelling elements applied in that campaign. This qualitative study utilized Aristotle’s rhetoric theory and Joe Lambert’s 7 elements of digital storytelling by interviewing 3 informants of Kitabisa.com content creators and 3 informants of Kitabisa.com’s social media account audiences. The finding shows that there are 4 key factors in developing successful and influencing digital storytelling which are the relevant and relatable story for the audience’s emotion, the genuine and simple fact that the audience already knows the relevant persona of the campaign’s spokesperson, and the right time as a momentum event to be published. Keywords: Crowdfunding platform, social campaign, digital storytelling, persuasive communication, social marketing, Covid-19 donation. thesis Marketing Communication Magda Harahap 2021 Layinuvar Anggia Rizka NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MKC.370.0019.21 S200354SP Hanya Tersedia Softcopy. S2.MKC.370.0019.21 mmm.jpg.jpg 6495 2022-03-24 15:49:43 2022-04-01 11:16:11 machine generated