STRATEGI KOMUNIKASI DIGITAL PADA INSTAGRAM (@ligaesportsnasional) TAHUN 2023 DALAM MEMPROMOSIKAN TURNAMEN MOBILE LEGENDS: BANG BANG KEPADA GEN-Z

UMARI, M BERLIANSYAH and Husni, Thamrin and Karerek, Karerek (2025) STRATEGI KOMUNIKASI DIGITAL PADA INSTAGRAM (@ligaesportsnasional) TAHUN 2023 DALAM MEMPROMOSIKAN TURNAMEN MOBILE LEGENDS: BANG BANG KEPADA GEN-Z. Undergraduate thesis, Sriwijaya University.

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Abstract

The phenomenon of E-Sports, which continues to grow in both competitive and innovative ways, has encouraged industry players to utilize digital media as a primary promotional tool due to its ability to reach a broad, efficient, and interactive audience. This study aims to explore how digital communication strategies are implemented by @ligaesportnasional in promoting tournaments, particularly targeting Generation Z, through the Instagram platform. The research adopts the digital communication strategy concept proposed by Chris Heuer. The method used is descriptive qualitative, with data collection techniques including interviews, observation, and documentation studies. The findings indicate that @ligaesportnasional applies the digital communication strategy across four key aspects: context (building a digital identity through creative and relevant content), communication (implementing effective two-way communication in social media management), collaboration (establishing partnerships with various parties to broaden reach), and connection (fostering strong relationships with the audience). However, the study also reveals that collaboration with influencers, pro players, and gaming communities proves to be more effective in increasing engagement and awareness compared to communication strategies that rely solely on organic content. Despite the effectiveness of the implemented digital communication strategy in enhancing engagement, it was also found that the use of paid promotional features such as Instagram Ads has not yet been fully optimized to reach a wider audience.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Digital Communication Strategy, Instagram, Gen Z, E-Sports, 4C Chris Heuer
Subjects:	H Social Sciences > HE Transportation and Communications > HE8701-9680.7 Telephone industry H Social Sciences > HM Sociology > HM(1)-1281 Sociology H Social Sciences > HM Sociology > HM621-656 Culture H Social Sciences > HM Sociology > HM711-806 Groups and organizations H Social Sciences > HM Sociology > HM756-781 Community H Social Sciences > HM Sociology > HM786-806 Organizational sociology. Organization theory Q Science > Q Science (General) > Q1-295 General Q Science > Q Science (General) > Q1-390 Science (General) > Q223.M517 Science -- Information services. Information storage and retrieval systems --Science. T Technology > T Technology (General) > T10.5-11.9 Communication of technical information > T10.5 General works Information centers T Technology > T Technology (General) > T10.5-11.9 Communication of technical information > T10.6 General works Special countries United States T Technology > T Technology (General) > T10.5-11.9 Communication of technical information > T10.68 Risk communication T Technology > T Technology (General) > T10.5-11.9 Communication of technical information > T10.7 Technical literature
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	M. Berliansyah Umari
Date Deposited:	15 Jul 2025 07:23
Last Modified:	15 Jul 2025 07:23
URI:	http://repository.unsri.ac.id/id/eprint/178111

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