Ramadhanti, Hendrina Nur Alifia (2023) ANALISIS STRATEGIC PHILANTHROPY BIG HIT ENTERTAINMENT: STUDI KASUS KAMPANYE LOVE MYSELF BTS-UNICEF (2017-2022). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Big Hit Entertainment, the South Korean music agency that houses BTS, has successfully applied strategic philanthropy through the 2017-2022 BTS-UNICEF Love Myself Campaign in business practices to provide a balance of benefits from both the company and society. The Love Myself Campaign is a global social campaign by Big Hit Entertainment and BTS in collaboration with UNICEF that focuses on spreading the message of self-love to prevent youth violence. In the short term, the campaign succeeded in raising fans' awareness about the importance of self-acceptance and creating a better environment. The medium term is characterized by fans sharing their stories of self-love through social media. The long term is seen from the total donations collected and the ongoing measures by both the fan group and the company. This research was conducted using a descriptive approach. The results of this study show that this campaign successfully fulfilled the three basic elements of strategic philanthropy, namely clear evidence-based goals, program monitoring and assessment, and maximization of expected social impact.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | J Political Science > JZ International relations | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of International Relations | ||||||||
| Depositing User: | Hendrina Nur Alifia Ramadhanti | ||||||||
| Date Deposited: | 12 Sep 2023 07:40 | ||||||||
| Last Modified: | 12 Sep 2023 07:40 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/17278 |
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