Pratama, Lintang Bagas (2024) Analisis Isi Unsur Enviromental Social Governance (ESG) Dalam Iklan Konten Youtube Grab Indonesia 2023. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Grab, as one of the major technology companies in Southeast Asia, has demonstrated a strong commitment to implementing Environmental, Social, and Governance (ESG) principles in its operations. To educate and raise public awareness about the ESG initiatives it implements, Grab leverages the YouTube social media platform as a communication medium. YouTube was chosen because it is one of the mainstream social media platforms with a large audience. Through engagingly packaged video ads, Grab features various promotional and tutorial content with sustainability aspects. These contents provide information about the steps Grab is taking to contribute to sustainability efforts, packaged with ESG elements. The research method used is descriptive quantitative. The data analysis technique used is content analysis. The results of this study indicate that there are ESG elements in the content posted on the Grab Indonesia YouTube account during 2023. The results show that the dominant element was governance was represented by transparency and accountability. Keywords : ESG, content analysis, advertising, Social Media
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Lintang Bagas Pratama | ||||||||
| Date Deposited: | 19 Jul 2024 08:51 | ||||||||
| Last Modified: | 19 Jul 2024 08:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26757 |
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