Breaking Barriers: Inclusive Brand Awareness on KamiBijak’s Instagram
DOI:
https://doi.org/10.31933/dijms.v5i1.2022Keywords:
Disability Media, Instagram, Kami Bijak, Brand Awareness, Social Media MarketingAbstract
This research article explores social media marketing's role in enhancing brand awareness and promoting disability inclusivity through the case study of KamiBijak, an Indonesian disability-focused media platform. The study addresses challenges faced by individuals with disabilities in accessing resources and meaningful employment, hindering progress towards Sustainable Development Goals (SDGs). KamiBijak stands out as the first platform catering to individuals with disabilities, particularly the deaf community.Using a qualitative research design, the study includes interviews with key informants, including individuals with disabilities involved in content creation. Findings show that KamiBijak predominantly uses videos and infographics on Instagram, effectively meeting diverse audience needs. The platform's commitment to accessible content featuring sign language and engaging with the audience fosters a sense of community and strengthens brand awareness. The research highlights Instagram's significance as a powerful marketing tool and underscores KamiBijak's inclusive content strategy's effectiveness. KamiBijak's employment of individuals with disabilities showcases dedication to empowering the community. The study emphasizes media representation and social media marketing's role in driving social change and sustainable development. Further exploration into audience perceptions and experiences with KamiBijak could enhance understanding of its impact on disability inclusivity and advocacy.
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Atherton, J. (2019). Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement. Kogan Page.
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing - ESIC, 23(1), 69–94. https://doi.org/10.1108/SJME-09-2018-0042
B?LG?N, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
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Bryan, & Alvin, S. (2023). The Impact of BTS-GOJEK Sales Promotion on Impulsive Buying Behavior among Indonesian ARMY (BTS Fanbase). Open Access Indonesia Journal of Social Sciences, 6(5), 1150–1158. https://doi.org/10.37275/oaijss.v6i5.185
Cipta, D. M., & Alvin, S. (2023). Safeguarding Personal Information?: Communication Privacy Management By Gen-Z Influencers. International Journal of Educational Research & Social Sciences, 4(3), 465–471. https://doi.org/https://doi.org/10.51601/ijersc.v4i3.653
Fadhilla, I., Dinniaty, D., Rachmayanti, R., Ilham, A., & Zar, Z. I. (2023). Pengaruh Mitos Terhadap Sikap Masyarakat pada Penyandang Disabilitas dalam Cerpen Pelangi dalam Kenangan. Stilistika: Jurnal Pendidikan Bahasa Dan Sastra, 16(1), 19. https://doi.org/10.30651/st.v16i1.15735
Fatima, S., Alqahtani, H., Naim, A., & Alma’alwi, F. (2022). E-CRM Through Social Media Marketing Activities for Brand Awareness, Brand Image, and Brand Loyalty (pp. 109–138). https://doi.org/10.4018/978-1-6684-5386-5.ch006
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Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.808525
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Leavy, P. (2017). Quantitative, Qualitative, Mixed Methods, Arts-Based, and Community-Based Participatory Research Approaches. In THE GUILFORD PRESS.
Muttaqin, T. (2018). Determinants of Unequal Access to and Quality of Education in Indonesia. Jurnal Perencanaan Pembangunan: The Indonesian Journal of Development Planning, 2(1). https://doi.org/10.36574/jpp.v2i1.27
Nugroho, yudi A. (2020). KamiBijak.com Jadi Media Arus Utama Kaum Disabilitas Akses Informasi COVID-19. MerahPutih.Com. https://merahputih.com/post/read/kamibijak-com-jadi-media-arus-utama-kaum-disabilitas-akses-informasi-covid-19
Octora, H., & Alvin, S. (2022). Strategi Komunikasi Pemasaran Terpadu Digital Pada Proses Penerimaan Mahasiswa Baru Untar. Profesional: Jurnal Komunikasi Dan Administrasi Publik, 9(2), 261–270. https://jurnal.unived.ac.id/index.php/prof/article/view/3098
Putri, N. K. W. D., & Alvin, S. (2023). Social Media Activities at Ulam Tawa Restaurant. Indonesian Journal of Business Analytics, 3(2), 261–274. https://doi.org/https://doi.org/10.55927/ijba.v3i2.3420
Rust, R. T., Rand, W., Huang, M.-H., Stephen, A. T., Brooks, G., & Chabuk, T. (2021). Real-Time Brand Reputation Tracking Using Social Media. Journal of Marketing, 85(4), 21–43. https://doi.org/10.1177/0022242921995173
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing. Sage London.
Verenia, & Alvin, S. (2022). Personal Branding Strategy For Celebrity Doula On Social Media: Case Study on Instagram@ jamilatus. sadiyah. Communication, 12(2), 124–136.
Voykinska, V., Azenkot, S., Wu, S., & Leshed, G. (2016). How Blind People Interact with Visual Content on Social Networking Services. Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing, 1584–1595. https://doi.org/10.1145/2818048.2820013
Winata, J. N., & Alvin, S. (2022). Strategi Influencer Marketing Dalam Meningkatkan Customer Engagement (Studi Kasus Instagram Bonvie. id). Jurnal Kewarganegaraan, 6(2), 4262–4272. http://journal.upy.ac.id/index.php/pkn/article/view/3702
Yin, R. K. (2018). Case Study Research and Applications. Sixth Edition. Sage Publication.
Yulaswati, V., Nursyamsi, F., Ramadhan, M. N., Palani, H., & Yazid, E. K. (2021). Tinjauan Peningkatan Akses dan Taraf Hidup Penyandang Disabilitas Indonesia?: Aspek Sosio-Ekonomi dan Yuridis. https://perpustakaan.bappenas.go.id/e-library/file_upload/koleksi/dokumenbappenas/file/Staf Ahli Menteri Bidang Sosial dan Penanggulangan Kemiskinan/Kajian Disabilitas - Tinjauan Peningkatan Akses dan Taraf Hidup Penyandang Disabilitas Indonesia Aspek So
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Published
2023-09-07
How to Cite
Ratsongko, D., & Alvin, S. (2023). Breaking Barriers: Inclusive Brand Awareness on KamiBijak’s Instagram. Dinasti International Journal of Management Science, 5(1), 34–43. https://doi.org/10.31933/dijms.v5i1.2022
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