Putri, Annisa (2026) Analisis Penerimaan Netizen Tiktok terhadap Gimmick Marketing dalam Kampanye “Open To Work” Prilly Latuconsina untuk Sensodyne pada Platform LinkedIn. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of social media has encouraged companies to adopt increasingly creative marketing communication strategies, including gimmick marketing that resembles personal content. One example is Prilly Latuconsina's Open to Work campaign for Sensodyne on LinkedIn, which utilized the #OpenToWork badge and generated diverse audience responses. This study aims to analyze TikTok users' reception of the campaign. A qualitative approach with Stuart Hall's Reception Analysis was employed. Data were collected through in-depth interviews with five purposively selected informants. The findings indicate that two informants were placed in the dominant reading position, one in the negotiated reading position, and three in the oppositional reading position. These differences were primarily shaped by each informant’s degree of personal proximity to the employment issue used as the campaign’s narrative context.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Annisa Putri | ||||||||
| Date Deposited: | 21 Jul 2026 08:44 | ||||||||
| Last Modified: | 22 Jul 2026 02:18 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56544 |
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