Implementasi Media Spectrum Strategy Model Solo Art Market Untuk Meningkatkan Social Engagement

Zon Vanel; Lina Sinatra Wijaya; Gracelia Audriana Dewi; George Nicholas Huwae

doi:10.32509/wacana.v24i1.4642

Implementasi Media Spectrum Strategy Model Solo Art Market Untuk Meningkatkan Social Engagement

Zon Vanel, Lina Sinatra Wijaya, Gracelia Audriana Dewi, George Nicholas Huwae

Abstract

Solo Art Market (SAM) faces challenges in fostering social engagement in an increasingly competitive digital era. This study aims to evaluate the implementation of the Media Spectrum Strategy Model based on the PESO approach (Paid, Earned, Shared, Owned) in SAM’s communication strategy. Using a qualitative descriptive method, the research analyzes the effectiveness of various media types, including social media, websites, and third-party coverage. The findings reveal that the PESO strategy successfully enhances social engagement and strengthens SAM’s reputation. Paid media contributes to broader exposure through a new website, owned media like Instagram provides control over messaging, earned media builds credibility through positive press, and shared media facilitates direct, authentic interaction with the audience. These results suggest that media synergy within the PESO model is effective in fostering stronger relationships between art institutions and their communities. The implications of this study are expected to serve as a strategic reference for other art organizations seeking to enhance social engagement and audience loyalty in the digital age.

Keywords

Social Engagement; Solo Art Market; PESO

Full Text:

PDF

References

Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145.

Berger, J., & Milkman, K. . (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192–205.

Bowman, D., & Narayandas, D. (2004). Linking customer management effort to customer profitability in business markets. Journal of Marketing Research, 68(4), 95–106.

Bughin, J., Doogan, J., & Vetvik, O. J. (2010). A new way to measure word-of-mouth marketing. McKinsey Quarterly, 2(4), 113–124.

Chaffey, D., & Smith, P. R. (2021). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routledge.

Chakraborty, A., & Jain, V. (2022). Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets. In O. Adeola, R. E. Hinson, & A. M. Sakkthivel (Eds.), Marketing Communications and Brand Development in Emerging Economies Volume I - Contemporary and Future Perspective. Springer. https://doi.org/http://dx.doi.org/10.1007/978-3-030-88678-3_13

Dewata, M. D., & Wijaya, L. S. (2024). Public Relations Marketing Strategy in Building Brand Awareness Using Product Bundling. Jurnal Indonesia Sosial Sains, 5(10).

Dietrich, G. (2014). Spin Sucks: Communication and Reputation Management in the Digital Age. Pearson Education.

DiStaso, M. W., & McCorkindale, T. (2013). A benchmark analysis of the strategic use of social media for Fortune’s most admired U.S. companies on Facebook, Twitter and YouTube. Public Relations Journal, 7(1), 1–33.

Edelman. (2020). 2020 Edelman Trust Barometer. Edelman.

Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242–256.

George E. Belch, & Michael A.Belch. (2021). Advertising and Promotion : An Integrated Marketing Communications Perspective (12th ed.). USA: McGraw Hill.

Haryati, S., & Utami, R. (2022). Strategi Komunikasi Pemerintah dalam Kampanye Vaksinasi COVID-19 di Indonesia. Jurnal Ilmu Komunikasi, 20(1), 1–13. https://doi.org/https://doi.org/10.24002/jik.v20i1.5647

Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293.

Keller, K. L. (2016). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson Pretice Hall, Inc.

Kumar, V., Choi, J. B., & Greene, M. (2016). Synergistic effects of social media and traditional marketing on brand sales: Capturing the touchpoint interactions. Journal of Marketing, 80(6), 42–60.

Laowo, A. C., & Vanel, Z. (2024). STRATEGI KAMPANYE DIGITAL ANGGOTA LEGISLATIF UNTUK MENINGKATKAN CITRA (Studi Kasus Di Kota Surakarta). Juremi : Jurnal Riset Ekonomi, 4(2).

Laroche, M., Habibi, M. R., & Richard, M. O. Sankaranarayanan, R. (2013). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Journal of Business Research, 66(6), 952–962.

Luttrell, R., & Wallace, M. (2021). Social Media and Strategic Communications. Rowman & Littlefield Publishers.

Macnamara, J. (2016). Organizational Listening: The Missing Essential in Public Communication. Peter Lang Publishing.

Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook (4th ed.). Arizona: Sage publications.

Nisbett, M. (2013). New perspectives on instrumentalism: an empirical study of cultural diplomacy. International Journal of Cultural Policy, 19(5), 557–575. https://doi.org/https://doi.org/10.1080/10286632.2012.704628

Peranginangin. Yahya, & Andry, A. (2015). Social Engagement Analysis in Online Conversation of Indonesia Higher Education: Case study: Telkom University. Conference: 2015 3rd International Conference on Information and Communication Technology (ICoICT ). https://doi.org/http://dx.doi.org/10.1109/ICoICT.2015.7231427

Pulizzi, J. (2012). The rise of storytelling as the new marketing. Content Marketing Institute.

Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. Touchstone Books/Simon & Schuster. https://doi.org/https://psycnet.apa.org/doi/10.1145/358916.361990

Russo, A., Watkins, J., Kelly, L., & Chan, S. (2020). The Impact of Social Media on Informal Learning in Museums. Curator: The Museum Journal, 63(2), 205–222. https://doi.org/https://doi.org/10.1111/cura.12352

Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2019). Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. Simon and Schuster.

Smith, P. R., & Zook, Z. (2021). Marketing Communications: Integrating Digital and Classic Strategies. Kogan Page Ltd.

Stephen, A. T., & Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Advertising Research, 52(4), 499–510.

Stojanovic, I., Andreu, L., & Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1), 83–100.

Tajfel, H., & Turner, J. (2000). An Integrative Theory of Intergroup Conflict. In M. Jo Hatch (Ed.), Organizational Identity : A Reader (pp. 56–65). Oxford University Press. https://doi.org/https://doi.org/10.1093/oso/9780199269464.003.0005

Tiago, M. T. P. M. ., & Verissimo, J. M. . (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.

Vanel, Z., Wijaya, L. S., Huwae, G. N., & Dewi, G. A. (2024). Integrated Marketing Communication Solo Art Market Untuk Membangun Brand Awareness. Wacana , Jurnal Ilmiah Ilmu Komunikasi, 23(1), 91–107. https://doi.org/https://doi.org/10.32509/wacana.v23i1.3533

Wibowo, S., & Prabowo, R. (2021). Strategi Komunikasi Digital UMKM di Masa Pandemi: Studi Kasus Penggunaan PESO Model. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 6(2), 89–102. https://doi.org/https://doi.org/10.25008/jkiski.v6i2.101

Wijaya, L. S., Kristianto, B., Vanel, Z., & Huwae, G. N. (2020). Pengembangan Model Strategi Integrated Marketing Communication (IMC) Dalam Upaya Meningkatkan City Image (Studi Kasus Pemerintah Kota Surakarta - Jawa Tengah). Impresi, 1(1), 1–15.

Wirtz, J., den Ambtman, A., Bloemer, J., Horvath, C., Ramaseshan, B., van de Klundert, J., & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Business Research, 66(9), 1630–1640.

Wright, D. K. (2019). The PESO Model as a Modern Framework for Integrated Communications. Journal of Public Relations Education, 5(2), 25–38. Retrieved from https://aejmc.us/jpre/2019/05/24/the-peso-model-as-a-modern-framework/

Xifra, J., & McKie, D. (2012). The role of public relations in cultural and creative industry organizations. Public Relations Review, 38(1), 80–87. https://doi.org/https://doi.org/10.1016/j.pubrev.2011.10.002

DOI: https://doi.org/10.32509/wacana.v24i1.4642