The Effect of Social Media Marketing on Tiktok @boboholokal Accounts on Disney+ Hotstar Brand Engagement
Abstract
Korean Dramas are very popular in Indonesia, from the storyline, characters, soundtrack, and culture, to becoming popular shows in various countries. According to Databoks in August 2022, a digital survey by Telkomsel showed that Disney+ Hotstar was the most used streaming service in Indonesia. Disney+ Hotstar is a streaming service that utilizes TikTok as a tool for social media marketing activities (Yadav and Rahman, 2018). One of the accounts that markets through TikTok is Alex Simanjuntak, a content creator, owner of the TikTok account @boboholokal, which focuses on Korean dramas. This study aims to examine the extent of the influence of social media marketing on the TikTok account @boboholokal, with 2 million followers as of January 8, 2024, on the brand engagement (Hollebeek, 2014) of Disney+ Hotstar. The research method used is descriptive quantitative with non-probability sampling techniques to 400 respondents. The research results indicate that variable X, which is social media marketing, has a significant positive impact on variable Y, which is brand engagement. The social media marketing variable on the TikTok account @boboholokal has a 54.5% influence on the brand engagement of Disney+ Hotstar, while the remaining 45.5% is due to factors not examined in this study.
Keywords-brand engagement, disney+ hotstar, korean drama, social media marketing, tiktok.
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References
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