Felix Fauzi, Muhammad (2026) ANALISIS STORYTELLING PADA AKUN TIKTOK @ALICIEVA9 DALAM MEMPROMOSIKAN KONTEN ENDORSEMENT. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of social media has transformed marketing communication strategies from conventional hard-selling techniques to more personal and emotional storytelling approaches. The TikTok account @aliciaeva9 has emerged as a digital phenomenon due to its ability to promote products through authentic narratives. This study aims to examine the implementation of storytelling in endorsement content on the account. A qualitative approach with content analysis was employed. The study utilized Marshall Ganz’s Public Narrative framework, which consists of three elements: Story of Self, Story of Us, and Story of Now. Data were collected through documentation of 15 endorsement videos uploaded between July 2025 and April 2026, selected using purposive sampling. The findings reveal that Eva Alicia consistently applies all three storytelling elements to create narratives that resonate with the daily experiences of her audience. Story of Self is used to build closeness through personal experiences, Story of Us fosters emotional connections through shared values, and Story of Now encourages persuasive calls to action. Rather than positioning products as the main focus, the endorsed products are naturally integrated into the narrative flow as a soft-selling strategy. The study concludes that the use of digital storytelling on @aliciaeva9 successfully strengthens audience engagement and is more effective in influencing audiences than conventional promotional approaches. Keywords: Digital Storytelling, TikTok Endorsement, Soft Selling, Audience Engagement.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Muhammad Felix Fauzi | ||||||||
| Date Deposited: | 21 Jul 2026 04:52 | ||||||||
| Last Modified: | 21 Jul 2026 07:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57005 |
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