scholarly journals Pemanfaatan Media Sosial Instagram dalam Mempromosikan Batik Tusta (Studi Kasus Akun Instagram @Batiktusta)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 401
Author(s):  
Novianto Phangestu ◽  
Eko Harry Susanto
Keyword(s):  
Social Media ◽  
Communication Theory ◽  
Target Market ◽  
Marketing Communication ◽  
Case Study Method ◽  
Sales Promotions ◽  
Online Business ◽  
Collection Methods ◽  
People Today

The development of technology and the internet have given birth to social media, which people today use as a medium of communication, obtaining information, socializing and doing businesses. Social media has brought changes to the world of marketing, especially promotions and advertising that result in the creation of online business trends. Batik Tusta is a brand of batik clothing that was once sold in stores and then experienced a decline in sales and all the stores finally were closed down. On 27 January 2017, Batik Tusta started to market their products online. Since then, Batik Tusta began to grow because it was marketed online and on Instagram as their main promotional tools. The aim of this study is to investigate Batik Tusta's promotional activities on social media Instagram. The concept used in the research is promotion in marketing communication theory. This study uses a qualitative approach with a case study method. The data collection methods used are interviews, observation, documentation and litrrature studies. The results show that promotional activities on Instagram Batik Tusta cover interesting uploads and the uses of features provided by Instagram to interact with followers. Batik Tusta also endorses artists and influncers on Instagram, uses Instagram ads everyday, and offers sales promotions to attract attention of their target market as their promotional activities. Perkembangan teknologi dan internet melahirkan media sosial yang saat ini, hampir semua orang menggunakannya sebagai media dalam berkomunikasi, memperoleh informasi, bersosialisasi dan berbisnis. Media sosial menciptakan perubahan pada dunia pemasaran khususnya promosi dan periklanan yang mengakibatkan terciptanya tren bisnis online. Batik Tusta merupakan merek pakaian batik yang dulunya dijual di toko-toko dan kemudian mengalami penurunan penjualan dan toko yang dulunya ada beberapa semuanya tutup, namun pada tanggal 27 januari 2017 Batik Tusta di pasarkan secara online, Batik Tusta mulai mengalami perkembangan karena dipasarkan secara online dan menggunakan media sosial Instagram sebagai alat promosi utamanya. Tujuan penelitian ini untuk mengetahui bagaimana kegiatan promosi Batik Tusta di media sosial Instagram. Konsep yang digunakan dalam penelitian ini adalah konsep promosi dalam teori komunikasi pemasaran. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Sedangkan metode pengumpulan data yang digunakan yaitu wawancara, observasi, dokumentasi, dan studi kepustakaan. Hasil dari penelitian ini adalah kegiatan promosi di Instagram Batik Tusta berasal dari unggahan konten yang menarik dan pemanfaatan fitur yang disediakan Instagram untuk berinteraksi dengan pengikutnya, Batik Tusta juga meng-endorse artis dan influencer di Instagram, kemudian menggunakan Instagram ads setiap harinya, dan promosi penjualan, untuk menarik perhatian target pasarnya.

scholarly journals Pemanfaatan Media Sosial Instagram Pada Online Shop @ivoree.id dalam Memasarkan Produk

Prologia ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 135
Author(s):  
Jesslyn Jesslyn ◽  
Septia Winduwati
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Qualitative Approach ◽  
Case Study Method ◽  
Literature Study ◽  
The World ◽  
Online Business ◽  
Use Of Social Media ◽  
Collection Methods

Social media creates changes in the world of marketing, especially promotion and advertising that results in the creation of online business trends. Ivoree is a local brand that sells women's shoes through Instagram to make sales, Ivoree started selling since September 2019 through Instagram social media. Ivoree began to experience development and use social media Instagram as its main promotional tool. The purpose of this study was to find out how to use Ivoree Instagram social media. The concept used in this research is the use of Instagram social media in marketing products. This research uses a qualitative approach with a case study method. While the data collection methods used are interviews, observation, documentation, and literature study. The results of this study are the use of social media on Instagram by uploading content and using features provided by Instagram to interact with followers, Ivoree also endorsed influencers on Instagram to attract the attention of its target market.Media sosial menciptakan perubahan pada dunia pemasaran khususnya promosi dan periklanan yang mengakibatkan terciptanya tren bisnis online. Ivoree merupakan merek lokal yang menjual sepatu perempuan melalui Instagram untuk melakukan penjualan. Ivoree mulai berjualan sejak September 2019 dan menggunakan media sosial Instagram sebagai alat promosi utamanya. Tujuan penelitian ini untuk mengetahui bagaimana pemanfaatan media sosial instagram Ivoree. Konsep yang digunakan dalam penelitian ini adalah pemanfaatan media sosial Instagram dalam memasarkan produk. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Sedangkan metode pengumpulan data yang digunakan yaitu wawancara, observasi, dokumentasi, dan studi kepustakaan. Hasil dari penelitian ini adalah pemanfaataan media sosial di Instagram dengan mengunggah konten dan menggunakan fitur yang disediakan Instagram untuk berinteraksi dengan pengikutnya. Ivoree juga meng-endorse influencer di Instagram untuk menarik perhatian target pasarnya.

scholarly journals Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 147
Author(s):  
Kevin Kevin ◽  
Sinta Paramita
Keyword(s):  
Public Relations ◽  
Communication Theory ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Case Study Method ◽  
Literature Study

Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.

scholarly journals Komunikasi Interaktif Nikon Ambassador Dalam Mempertahankan Citra Merek (Studi Kasus Akun Media Sosial Instagram @Sukiminthio)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 365
Author(s):  
Ignacia Ardelia ◽  
Gregorius Genep Sukendro
Keyword(s):  
Social Media ◽  
Marketing Communication ◽  
Case Study Method ◽  
Interactive Communication ◽  
The Public ◽  
Additional Information ◽  
Positive Image ◽  
Digital Era ◽  
Brand Ambassadors

In today's digital era, marketing communication activities are supported by the presence of social media. Social media, one of which is Instagram, allows users to get additional information about a brand through contents uploaded by Brand Ambassadors. Brand Ambassador as a bridge of communication between brands and users, is one important factor in maintaining a positive image of a brand. This study aims to find out how interactive communication is carried out by Nikon Ambassador’s Sukimin Thio on Instagram. This research uses descriptive qualitative approach and case study method. Instagram is very suitable as Nikon marketing communication media that target Millenials (young people), besides that interactive communication carried out by Sukimin as Nikon Ambassador plays an important role in maintaining a positive brand image. Sukimin's interactive communication is done every day by replying to each comment, Direct Message, presenting content that is liked by followers, and utilizing the features found on Instagram to the fullest. The conclusion from the results of this study is through interactive communication, the public become more convinced that Nikon is a good product and get comfort in discussing Nikon products. Sukimin's image as someone inspiring and fun on social media and also his youthful personality is the same as the image that Nikon Indonesia wants to form. With the presence of Nikon Ambassador helping Nikon Indonesia to increase credibility, selling points, as well as maintaining a positive image. Di era digital saat ini, kegiatan komunikasi pemasaran didukung oleh hadirnya media sosial. Media sosial salah satunya Instagram memungkinkan pengguna untuk mendapatkan informasi tambahan mengenai suatu merek melalui konten yang diunggah oleh para Brand Ambassador. Brand Ambassador sebagai jembatan komunikasi antara merek dan pengguna, menjadi salah satu faktor penting dalam mempertahankan citra positif sebuah merek. Penelitian ini bertujuan untuk mengetahui bagaimana komunikasi interaktif yang dilakukan oleh Nikon Ambassador Sukimin Thio di Instagram. Penelitian ini menggunakan pendekatan kualitatif deskriptif dan metode studi kasus. Instagram sangat cocok sebagai media komunikasi pemasaran Nikon yang targetnya Millenials (anak muda), selain itu komunikasi interaktif yang dilakukan Sukimin sebagai Nikon Ambassador berperan penting dalam mempertahankan citra positif merek. Komunikasi interaktif dilakukan Sukimin setiap hari dengan cara membalas tiap-tiap komentar, Direct Message, menyajikan konten yang disukai pengikut, serta memanfaatkan fitur yang terdapat pada Instagram secara maksimal.  Simpulan dari hasil penelitian ini adalah melalui komunikasi interaktif khalayak menjadi lebih yakin bahwa Nikon adalah produk yang bagus dan mendapatkan kenyamanan dalam berdiskusi mengenai produk Nikon. Citra Sukimin sebagai seseorang menginspirasi dan menyenangkan di media sosial serta kepribadiannya yang anak muda sama seperti citra yang ingin dibentuk Nikon Indonesia. Dengan adanya Nikon Ambassador membantu Nikon Indonesia untuk meningkatkan kredibilitas, nilai jual, juga mempertahankan citra yang positif.

scholarly journals PODCASTER’S AWAL MINGGU COMMUNICATION STRATEGY IN CREATING PODCAST CONTENT ON THE SPOTIFY

2020 ◽  
Vol 3 (2) ◽  
pp. 148-156
Author(s):  
Gina - Sundari ◽  
Veny Purba
Keyword(s):  
Social Media ◽  
Communication Theory ◽  
Communication Strategies ◽  
Qualitative Approach ◽  
Communication Strategy ◽  
Case Study Method ◽  
Digital Platform ◽  
The Right ◽  
Depth Interviews

Podcasts are now developing and much averred by millennials. The ease in producing podcasts makes people participate in making podcasts, so anyone can become a podcaster. The most widely used digital platform to listen to podcasts today is the Spotify platform. The purpose of this research is to find out how the communication strategy used by podcaster’s in creating podcast content on the Spotify digital platform. This research uses a qualitative approach with a case study method, and data collected from in-depth interviews and observations. The case study was conducted on the Podcast Awal Minggu. The analytical theory used in this study of Harold D. Laswell's communication theory and new media's theory. The results of this study are communication strategies used by the podcaster’s Awal Minggu : (1) consistent (2) conducting promotions using social media assets that are owned by the right hat and topic or can be called social climbing (3) collaboration is also carried out so that get followers. Collaboration is an important element for stealing followers.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

scholarly journals Live Shopping dalam Industri Komunikasi Digital melalui Instagram

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 67
Author(s):  
Vinia Fransiska ◽  
Sinta Paramita
Keyword(s):  
Social Media ◽  
Online Shopping ◽  
Digital Communication ◽  
Qualitative Approach ◽  
Marketing Communication ◽  
Communication Industry ◽  
Communications Industry ◽  
Long Time ◽  
Limited Duration

Live shopping is an online shopping activity that is done directly and within a certain duration. This research discusses the live shopping process in the digital communication industry.. The theory used is the theory of marketing communication, social media, Instagram, and digital communication. This study discusses the phenomenon of live shopping activity in the digital communications industry. The method used is a case study with a qualitative approach and using the techniques of interview, observation, and documentation. The results of this study can be seen that the live shopping activity that uses social media to utilize the features of Instagram namely Stories. The birth of live shopping is based on the phenomenon that has been formed over a long time, namely ‘jastip’. Goods sold in the live shopping activity are also more diverse than shop online as usual. It also offers more interactive shopping activities and fun so that buyers feel the thrill of shopping directly on the spot and the limited duration so that the buyers will be encouraged with time. Before live shopping, sellers will promote it by using Instagram Ads or endorsement to influencers. It can be concluded that the live shopping process starts with 3 main steps, promotion, interaction, and transaction. Live shopping merupakan suatu kegiatan berbelanja secara online yang dilakukan secara langsung dan dalam durasi tertentu saja. Penelitian ini membahas tentang proses live shopping dalam industri komunikasi digital. Teori yang digunakan adalah teori komunikasi pemasaran, media sosial, Instagram, dan komunikasi digital. Metode yang digunakan adalah studi kasus dengan pendekatan kualitatif dan menggunakan teknik wawancara, observasi, serta dokumentasi. Hasil penelitian ini dapat diketahui bahwa kegiatan live shopping yang menggunakan media sosial Instagram ini memanfaatkan fitur Instagram yaitu Instagram Stories. Lahirnya live shopping didasari oleh fenomena yang sudah terbentuk lebih lama yaitu jasa titip atau jastip. Barang yang dijual dalam kegiatan live shopping juga lebih beragam dibandingkan berbelanja online seperti biasa. Kegiatan ini juga menawarkan kegiatan belanja yang lebih interaktif dan menyenangkan sehingga pembeli merasakan sensasi berbelanja langsung di tempat dan durasi waktu yang terbatas sehingga pembeli akan berpacu dengan waktu. Sebelum melakukan kegiatan live shopping, penjual terlebih dahulu akan memasarkannya dengan memanfaatkan fitur Instagram ads atau endorsement kepada influencer. Untuk itu dapat disimpulkan bahwa proses live shopping dimulai dari 3 langkah utama yaitu promosi, interaksi, dan terakhir transaksi. 

scholarly journals STUDI IMPLEMENTASI UNDANG-UNDANG NOMOR 16 TAHUN 2006 SEBAGAI PAYUNG HUKUM REVITALISASI PENYULUH PERTANIAN (STUDI KASUS DI KABUPATEN BANYUASIN)

2019 ◽  
Vol 7 (2) ◽  
pp. 118
Author(s):  
Rahidin Haji Anang ◽  
Harniatun Iswarini ◽  
Yutika Latasari
Keyword(s):  
Random Sampling ◽  
Sampling Method ◽  
Simple Random Sampling ◽  
Agricultural Extension ◽  
Case Study Method ◽  
Purposive Sampling ◽  
Basic Law ◽  
The Law ◽  
Collection Methods

 ABSTRACT The purpose of this research is to know the implementation of Law Number 16 Year 2006 as Basic Law of Revitalization of Agricultural Extension Case in Banyuasin Regency and to know the obstacles in the implementation of Law Number 16 Year 2006 as Basic Law of Revitalization of Agricultural Extension Case in Banyuasin Regency then to know response agricultural extension workers  and farmers with the implementation of Law Number 16 of 2006 as Basic Law of Revitalization of Agricultural Extension Case in Banyuasin Regency.  This research was conducted in Banyuasin Regency, South Sumatera Province.  The research method used is Case Study method, for sampling method used Purposive Sampling, Simple Random Sampling and Accidental Sampling method.  Data collection methods used in this study are observation and direct interviews to the respondents.  Data processing is done by using descriptive-qualitative method.  From the results of research shows Implementation of agricultural extension revitalization in Banyuasin Regency has been run in accordance with the law number 16 of 2006 and the obstacles faced in the implementation is the problem of budget and shortage of extension workers then Agricultural Extension workers give a positive response because with the application of legislation Number 16 of 2006 agricultural extension has a clear basic law so that its activities become more focused then the response from farmers with the implementation of the law also gives a good response because they feel that agricultural extension becomes more active in carrying out its activities.ABSTRAK Penelitian ini bertujuan untuk mengetahui implementasi Undang-Undang Nomor 16 Tahun 2006 Sebagai Payung Hukum Revitalisasi Penyuluhan Pertanian Kasus di Kabupaten Banyuasin beserta hambatan dalam penerapannya dan kemudian untuk mengetahui respon penyuluh dan petani dengan diterapkannya Undang-Undang Nomor 16 Tahun 2006 Sebagai Payung Hukum Revitalisasi Penyuluhan Pertanian Kasus di Kabupaten Banyuasin.  Penelitian ini dilaksanakan di Kabupaten Banyuasin Provinsi Sumatera Selatan.  Metode penelitian yang digunakan adalah metode studi kasus (Case Study), untuk metode penarikan contoh digunakan metode Purposive Sampling, Simple Random Sampling, dan Accidental Sampling.  Metode pengumpulan data yang digunakan dalam penelitian ini adalah observasi dan wawancara langsung kepada responden.  Pengolahan data dilakukan dengan menggunakan metode deskriptif-kualitatif.  Dari hasil penelitian menunjukkan Implementasi revitalisasi penyuluhan pertanian di wilayah Kabupaten Banyuasin telah berjalan sesuai dengan undang-undang nomor 16 tahun 2006.  Lalu hambatan yang dihadapai dalam penerapan tersebut adalah masalah anggaran dan kekurangan tenaga penyuluh pertanian. Kemudian penyuluh pertanian memberikan respon yang positif karena dengan diterapkannya undang-undang nomor 16 tahun 2006 penyuluhan pertanian memiliki payung hukum yang jelas sehingga kegiatannya menjadi lebih terarah.  Sedangkan respon dari petani dengan diterapkannya undang-undang tersebut juga memberikan tanggapan yang baik karena mereka merasa bahwa penyuluh pertanian menjadi lebih aktif dalam melaksanakan kegiatannya.

scholarly journals PENDIDIKAN LITERASI DIGITAL DI KALANGAN USIA MUDA DI KOTA BANDUNG

2018 ◽  
Vol 16 (2) ◽  
pp. 146 ◽  
Author(s):  
Hana Silvana ◽  
Cecep Darmawan
Keyword(s):  
Social Media ◽  
Young People ◽  
Digital Literacy ◽  
Positive Impact ◽  
Literacy Programs ◽  
Case Study Method ◽  
The Media ◽  
The Government ◽  
Use Of Social Media

AbstrakFenomena pengunaan media sosial sebagai media online semakin massive pada dekade ini. Kalangan muda sebagai generasi milenial atau digital native merupakan pengguna terbesar dalam penggunaan media sosial saat ini. Penelitian mengenai literasi digital masih jarang dilakukan terutama di Indonesia. Subyek penelitian ini adalah kalangan usia muda dengan rentang usia 17–21 tahun yang merupakan pengguna aktif media sosial. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Informan yang dijadikan sampel penelitian sebanyak 5 orang dan 1 orang informan kunci dari pakar literasi media. Temuan yang diperoleh pada penelitian ini menunjukan pentingnya program literasi digital yang memberikan dampak positif bagi pengetahuan, pemahaman dan keterampilan dalam menggunakan media terutama media sosial yang saat ini sering dijadikan sumber informasi oleh khalayak terutama oleh kalangan yang berusia muda. Program ini memberikan kontribusi yang signifikan pada penyebaran informasi dalam menggunakan media massa terutama media sosial yang digunakan oleh kalangan usia muda sehingga ada kesadaran dalam menggunakan media. Pada pendidikan pelatihan (diklat) ini peserta belum semua mempunyai keahlian ini dikarenakan keahlian ini memerlukan latihan yang terus menerus dan konsisten sehingga mereka dapat melakukannya dengan baik. Oleh karena itu pendidikan literasi digital merupakan solusi yang dapat dilakukan oleh pemerintah dan elemen masyarakat dan civitas akademika yang peduli terhadap kemajuan bangsa. AbstractThe phenomenon of the use of social media as an online media is increasingly massive in the use of this decade. Young people as the native millennial or digital generation are the biggest users in the use of social media today. Research on digital literacy is still rare, especially in Indonesia. The subjects of this study were young people aged 17-21 years that were active users of social media. This study uses a qualitative approach to the case study method. The informants who were used as research samples were 5 people and 1 key informant from media literacy experts. The findings obtained in this study indicate the importance of digital literacy programs that have a positive impact on knowledge, understanding and skills in using the media, especially social media which is now often used as a source of information by audiences, especially among young people. information on using mass media, especially social media used by young people so that there is awareness in using the media. In this education participants do not all have this expertise because this skill requires continuous and consistent training so that they can do it well. Therefore digital literacy education is a solution that can be done by the government and elements of society and academics who care about the progress of the nation.

The impact of accreditation agencies and other powerful stakeholders on the performance measurement in Polish universities

2019 ◽  
Vol 14 (1) ◽  
pp. 84-102 ◽  
Author(s):  
Dorota Dobija ◽  
Anna Maria Górska ◽  
Anna Pikos
Keyword(s):  
Performance Measurement ◽  
Performance Information ◽  
Case Study Method ◽  
Content Type ◽  
Additional Layer ◽  
Using Data ◽  
Polish Higher Education ◽  
The Impact ◽  
Collection Methods

Purpose The purpose of this paper is to extend the understanding of how internal organisational processes change in response to external demands, by investigating the changes undertaken by two Polish business schools (b-schools) in anticipation of and in response to the demands of accreditation agencies (AAs) and other powerful stakeholders. Specifically, it examines the internal research-related performance measurement (PM) system and changes in the use of performance information (PI). Design/methodology/approach The case study method is adopted, using data from publicly available documents and interviews with the faculty and management at the two schools. The data are interpreted and analysed using the neo-institutional theory. Findings Powerful stakeholders are the primary reason for changes in PM systems and the manner in which PI is used. Specifically, AAs reflect an additional layer in the PM system, allowing for a downward cascading PI effect. This also leads to a wider use of PI across different organisational levels. Research limitations/implications This study focusses on two case studies in a region still undergoing transition. Thus, this analysis could be reinforced through additional cases, different data collection methods and cross-country and between-country comparative analyses. Originality/value The changes in PM systems and particularly the use of PI are discussed in the context of Polish higher education (HE) and, more broadly, the entire Central and Eastern Europe (CEE) region. Moreover, the consideration of two b-school cases facilitates a comparative analysis of the differences in PM systems and the use of PI in the context of stakeholders’ PI needs.

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