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Abstract
The social media was enlivened by Eiger's objection letter to content uploaded by YouTubers regarding Eiger product reviews. Eiger's competitor, Arei, used this viral case to create compensation letter content for the public who wanted to review Arei's products. This was considered a smart move to get public attention, known as newsjacking. This had led to many responses by netizens and caused electronic Word of Mouth (e-WOM). This study was conducted to analyze the e-WOM in Arei Outdoor Newsjacking contents. The results of this study suggested that through dimensions of intensity, positive valance of opinion, negative valance of opinion, and content, it was discovered that there were various netizen responses, both positive and negative. This research recommended the importance of further studies on how far newsjacking can build consumer loyalty towards a product
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References
- Angell, R., Gorton, M., Bottomley, P., Marde, B., Bhaskar, S., & White, J. (2019). News you can use! Evaluating the effectiveness of newsjacking based content on social media. Information Technology & People, 33(2).
- Bramasta, D. B. (2021). Trending di twitter, berikut 5 fakta soal kasus eiger. https://www.kompas.com/tren/read/2021/01/29/123000965/trending-di-twitter-berikut-5-fakta-soal-kasus-eiger?page=all
- Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417. https://doi.org/10.1002/cb.1721
- Burton, N., & McClean, C. (2020). Exploring newsjacking as social media–based ambush marketing. Sport, Business and Management: An International Journal. https://doi.org/10.1108/SBM-12-2019-0116
- Dahka, Z. Y., Hajiheydari, & Nastaran, R. S. (2020). User response to e-WOM in social networks: How to predict a content influence in Twitter. International Journal of Internet Marketing and Advertising, 14(1), 91–111.
- Djamba, Y. K., & Neuman, W. L. (2014). social research methods: Qualitative and quantitative approaches. In Pearson Education Limited. https://doi.org/10.2307/3211488
- Eriansyah. (2015). Praktik media relations humas pemerintah kabupaten Tanjung Jabung Barat. Jurnal Komunikasi, 9(2).
- Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM scale: Word- of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5–23.
- Graneheim, U. H., Lindgren, B. M., & Lundman, B. (2017). Methodological challenges in qualitative content analysis: A discussion paper. Nurse Education Today, 56(2016), 29–34. https://doi.org/10.1016/j.nedt.2017.06.002
- Gripch, K., & Gruschevich, M. (2018). Newsjacking as an alternative to a typical marketing strategy.
- Hasibuan, M. R., & Irwansyah, I. (2020). Strategi image repair PT HM sampoerna tbk pada peristiwa “karyawan pabrik surabaya positif COVID-19.” Jurnal Komunikasi, 15, 1–18. https://doi.org/10.20885/komunikasi.vol15.iss1.art1
- Hendrayati, H., & Pamungkas, P. (2018). viral marketing and e-word of mouth communication in social media marketing. 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018), 117, 41–48. https://doi.org/10.2991/aebmr.k.200131.010
- King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167–183.
- Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
- Malhotra, N. K., & Dash, S. (2016). Marketing research: An applied orientation (Seventh Ed). Pearson India Education Seervices.
- Masykuri, N. C. (2011). Peran public relation tak sekedar fungsi teknis. Humaniora, 2(1), 353. https://doi.org/10.21512/humaniora.v2i1.3024
- Offermans, A. (2018). Is newsjacking more effective than standard advertising?
- Pienrasmi, H. (2015). Pemanfaatan social media oleh praktisi public relations Di Yogyakarta. Jurnal Komunikasi, 9(2), 199–210. https://doi.org/10.20885/komunikasi.vol9.iss2.art6
- Putranti, H. R. D. (2015). Electronic word of mouth (e-wom), kepasan konsumen dan pengaruh langsung dan tak langsung terhadap minat beli konsumen (studi pada mahasiswa FEB UNTAG di Semarang). Media Ekonomi Dan Manajemen, 30(1), 101–113.
- Rakhmawati, A., Nizar, M., & Murtadlo, K. (2019). Pengaruh Electronic Word Of Mouth (E-WOM) dan viral marketing terhadap minat berkunjung dan keputusan Berkunjung. Jurnal Sketsa Bisnis, 6(1), 13–21. jurnal.yudharta.ac.id/v2/index.php/SKETSABISNIS
- Scott, D. . (2017). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
- Scott, D. M. (2011). Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage. John Wiley & Sons.
- Tracy, S. J. (2020). Qualitative research methods: Collecting evidence, crafting analysis, communicating impact. John Wiley and Sons, Inc. http://library1.nida.ac.th/termpaper6/sd/2554/19755.pdf
References
Angell, R., Gorton, M., Bottomley, P., Marde, B., Bhaskar, S., & White, J. (2019). News you can use! Evaluating the effectiveness of newsjacking based content on social media. Information Technology & People, 33(2).
Bramasta, D. B. (2021). Trending di twitter, berikut 5 fakta soal kasus eiger. https://www.kompas.com/tren/read/2021/01/29/123000965/trending-di-twitter-berikut-5-fakta-soal-kasus-eiger?page=all
Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417. https://doi.org/10.1002/cb.1721
Burton, N., & McClean, C. (2020). Exploring newsjacking as social media–based ambush marketing. Sport, Business and Management: An International Journal. https://doi.org/10.1108/SBM-12-2019-0116
Dahka, Z. Y., Hajiheydari, & Nastaran, R. S. (2020). User response to e-WOM in social networks: How to predict a content influence in Twitter. International Journal of Internet Marketing and Advertising, 14(1), 91–111.
Djamba, Y. K., & Neuman, W. L. (2014). social research methods: Qualitative and quantitative approaches. In Pearson Education Limited. https://doi.org/10.2307/3211488
Eriansyah. (2015). Praktik media relations humas pemerintah kabupaten Tanjung Jabung Barat. Jurnal Komunikasi, 9(2).
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM scale: Word- of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5–23.
Graneheim, U. H., Lindgren, B. M., & Lundman, B. (2017). Methodological challenges in qualitative content analysis: A discussion paper. Nurse Education Today, 56(2016), 29–34. https://doi.org/10.1016/j.nedt.2017.06.002
Gripch, K., & Gruschevich, M. (2018). Newsjacking as an alternative to a typical marketing strategy.
Hasibuan, M. R., & Irwansyah, I. (2020). Strategi image repair PT HM sampoerna tbk pada peristiwa “karyawan pabrik surabaya positif COVID-19.” Jurnal Komunikasi, 15, 1–18. https://doi.org/10.20885/komunikasi.vol15.iss1.art1
Hendrayati, H., & Pamungkas, P. (2018). viral marketing and e-word of mouth communication in social media marketing. 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018), 117, 41–48. https://doi.org/10.2991/aebmr.k.200131.010
King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167–183.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Malhotra, N. K., & Dash, S. (2016). Marketing research: An applied orientation (Seventh Ed). Pearson India Education Seervices.
Masykuri, N. C. (2011). Peran public relation tak sekedar fungsi teknis. Humaniora, 2(1), 353. https://doi.org/10.21512/humaniora.v2i1.3024
Offermans, A. (2018). Is newsjacking more effective than standard advertising?
Pienrasmi, H. (2015). Pemanfaatan social media oleh praktisi public relations Di Yogyakarta. Jurnal Komunikasi, 9(2), 199–210. https://doi.org/10.20885/komunikasi.vol9.iss2.art6
Putranti, H. R. D. (2015). Electronic word of mouth (e-wom), kepasan konsumen dan pengaruh langsung dan tak langsung terhadap minat beli konsumen (studi pada mahasiswa FEB UNTAG di Semarang). Media Ekonomi Dan Manajemen, 30(1), 101–113.
Rakhmawati, A., Nizar, M., & Murtadlo, K. (2019). Pengaruh Electronic Word Of Mouth (E-WOM) dan viral marketing terhadap minat berkunjung dan keputusan Berkunjung. Jurnal Sketsa Bisnis, 6(1), 13–21. jurnal.yudharta.ac.id/v2/index.php/SKETSABISNIS
Scott, D. . (2017). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Scott, D. M. (2011). Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage. John Wiley & Sons.
Tracy, S. J. (2020). Qualitative research methods: Collecting evidence, crafting analysis, communicating impact. John Wiley and Sons, Inc. http://library1.nida.ac.th/termpaper6/sd/2554/19755.pdf