Social Presence of Ruangguru in Social Media during Covid-19 Pandemic
DOI:
https://doi.org/10.26623/themessenger.v12i2.2276Keywords:
Social Presence, Ruangguru, Social Media, Covid-19 PandemicAbstract
Covid-19 Pandemic gives many social changes in society specially in communications study. One important policy made during Covid-19 is related to students who are required to study at home. Ruangguru is top of mind in digital based learning company, especially during this pandemic. Covid-19 and this policy made Ruangguru as Indonesia online learning company with the most followers, to adapt in giving online communication message, especially in @ruangguru (Instagram). This research aims to see the social presence of Ruangguru in social media (Instagram) during Covid-19 Pandemic through three dimensions of social presence, which are: social context, online communication, and interactivity. On previous research, it was mentioned that social presence relates to brand engagement. Brand's social presence in social media is important to be researched due to more brand using social media as primary communication tool to gain brand engagement. Method used in this research is case study with qualitative approach. Through Ruangguru's post on Instagram, researcher observes using three dimensions of social presence. The result of this research depicts Ruangguru as showing good social presence based on three dimensions of social presence during Covid-19 Pandemic in social media Instagram.
References
Baxter, L. A., & Babbie, E. (2004). The Basics of Communication Research. Belmont: Holly J. Allen.
Caspi, A., & Blau, I. (2008). Social presence in online discussion groups: Testing three conceptions and their relations to perceived learning. Social Psychology of Education: An International Journal, 11(3), 323 346. https://doi.org/https://doi.org/10.1007/s11218-008-9054-2
Chaffey, D., & Smith, P. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (Fifth). New York: Routledge.
Chang, C.-M., & Hsu, M.-H. (2016). Understanding the determinants of users subjective wellbeing in social networking sites: an integration of social capital theory and social presence theory. Behaviour & Information Technology 35. Journal of Brand Management, 10(9), 33 58.
Cowan, L. (2006). Understanding Social Context : Literature Review. https://doi.org/10.13140/RG.2.1.3035.4084
Cui, G., Lockee, B., & Meng, C. (2013). Building modern online social presence: A review of social presence theory and its instructional design implications for future trends. Education and Information Technologies, 18(4), 661 685. https://doi.org/10.1007/s10639-012-9192-1
David, M., & Sutton, C. D. (2004). Social Research: The Basics. London: SAGE.
Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21(4), 468 481. https://doi.org/10.1016/j.jretconser.2014.03.006
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83 91. https://doi.org/10.1016/j.intmar.2012.01.003
Duffy, A. (2015). The road more travelled: How user-generated content can lead to homogenized travel journalism. Continuum, 29(6), 821 832. https://doi.org/10.1080/10304312.2015.1073686
Eriyanto. (2011). Analisis isi: Pengantar Metodologi untuk Penelitian Ilmu Komunikasi dan Ilmu-ilmu Sosial lainya. Indonesia: Prenada Media Group.
Gironda, J. T., & Korgaonkar, P. K. (2014). Understanding consumers social networking site usage. Journal of Marketing Management, 30(5 6), 571 605. https://doi.org/10.1080/0267257X.2013.851106
Hasanuddin, Pramudibyanto, H., & Hermawati, Y. (2012). Kehadiran Sosial Dosen UT dalam CMC (Computer Mediated Communication) melalui Aktivitas Tutorial Online (Pengembangan Model Panduan Komunikasi bagi Tutor Tutorial Online UT). Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Terbuka.
Helal, G., Ozuem, W., & Lancaster, G. (2018). Social media brand perceptions of millennials. International Journal of Retail and Distribution Management, 46(10), 977 998. https://doi.org/10.1108/IJRDM-03-2018-0066
Joo, T. M., & Teng, C. E. (2016). use of Social Media in PR: A Change of Trend. World Academy of Science, Engineering and Technology International Journal of Humanities and Social Sciences, 10(4), 1279 1288.
Kartosapoetro, I. S. (2019). RuangGuru dan Perubahan Pendidikan di Indonesia. Retrieved July 7, 2020, from Detik.com website: https://news.detik.com/kolom/d-4406697/ruangguru-dan-perubahan-pendidikan-di-indonesia
Khan, A. R. (2009). Digital Signage System (Royal Institute of Technology (KTH)). Retrieved from http://kth.diva-portal.org/smash/get/diva2:510432/FULLTEXT01.pdf
Kirk, S. A., & Sigrid, K. (2012). Computer-Mediated Communication Across Cultures: International Interactions in Online Environments. IGI Global.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital. New Jersey: John Wiley & Sons, Inc.
Kurniawan, F. (2020). Digita Dilemma: Problem Kontemporer Adopsi Media Digital di Indonesia. Depok: Rajawali Pers.
Llopis, G. (2014). Consumers Are No Longger Brand Loyal. Retrieved November 3, 2019, from Forbes.com website: https://www.forbes.com/sites/glennllopis/2014/12/10/consumers-are-no-longer-brand-loyal/#62d665892ae0
Lovejoy, K., & Saxton, G. D. (2012). Information, Community, and Action: How Nonprofit Organizations Use Social Media. Journal of Computer-Mediated Communication, 17(3), 337 353. https://doi.org/10.1111/j.1083-6101.2012.01576.x
Lowenthal, P. R. (2009). The Evolution and Influence of Social Presence Theory on Online Learning. 124 139. https://doi.org/10.4018/9781605669847.ch010
Man, N. I., Abdullah, A. P. D. Z., Tamam, E., & Hasan, N. A. (2019). A Communications Strategy of the Malaysian Research Universities to add Value. Jurnal The Messenger, 11(1), 56. https://doi.org/10.26623/themessenger.v11i1.1211
Masyrafina, I. (2020). Karantina di Rumah, Pengguna Aplikasi Belajar Naik Drastis. Retrieved from Republika website: https://republika.co.id/berita/q81lwm380/karantina-di-rumah-pengguna-aplikasi-belajar-naik-drastis
Moleong, L. J. (2017). Metodologi Penelitian Kualitatif (36th ed.). Bandung: PT. Remaja Rosdakarya Offset.
Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343 364. https://doi.org/10.1108/IJCHM-07-2016-0340
Nambisan, P., & Watt, J. H. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889 895. https://doi.org/10.1016/j.jbusres.2010.09.006
Osei-Frimpong, K., & McLean, G. (2018). Examining online social brand engagement: A social presence theory perspective. Technological Forecasting and Social Change, 128(September 2017), 10 21. https://doi.org/10.1016/j.techfore.2017.10.010
Pranata, E. W., Latif, M. C., & Fanani, F. (2019). Symbolic Interaction of The Deaf Students in Public School. Jurnal The Messenger, 11(1), 1. https://doi.org/10.26623/themessenger.v11i1.876
Saxton, G. D., & Waters, R. D. (2014). What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations Informational, Promotional, and Community-Building Messages. Journal of Public Relations Research, 26(3), 280 299. https://doi.org/10.1080/1062726X.2014.908721
Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications. In Integrated Marketing communications (9 ed). Retrieved from https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/19082/Thesis Final-Bulka.pdf?sequence=1
Skinner, C. (2019). Manusia Digital (Terjemahan). Jakarta: PT Elex Media Komputindo.
Slack, F., & Rowley, J. (2001). Observation: Perspectives on research methodologies for leisure managers. Management Research News, 24(1 2), 35 42. https://doi.org/10.1108/01409170110782496
Straubhaar, J., LaRose, R., & Davenport, L. (2012). Media Now: Understanding Media, Culture and Technology (7th ed.). Wadsworth.
Tu, C. H. (2002). The impacts of text-based CMC on online social presence. Journal of Interactive Online Learning, 1(2), 1 24.
Downloads
Additional Files
Published
Issue
Section
License
Copyright Transfer Form
The copyright to this article is transferred to the Department of Communication, Faculty of Information Technology and Communication, Universitas Semarang if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to the Department of Communication, Faculty of Information Technology and Communication, Universitas Semarang. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to the Department of Communication, Faculty of Information Technology and Communication, Universitas Semarang. The copyright transfer not covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the work or derivative works for the authors personal use or for company use, provided that the source and the Department of Communication, Faculty of Information Technology and Communication, Universitas Semarang copyright notice are indicated, the copies are not used in any way that implies the Department of Communication, Faculty of Information Technology and Communication, Universitas Semarang endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
