Mengetahui Tanggapan Publik Terhadap Inisiatif Sosial Perusahaan
Analisis Konten Kuantitatif di Media Sosial Instagram Pertamina Foundation
Abstract
The Corporate Social Initiatives (CSI) is an essential component in increasing public acceptance of the company. Previous research has shown that corporate social marketing is the most effective type of corporate social initiative in influencing the company's image in the public's eyes. Social media is one of the new communication channel options to socialize the company's social initiatives to the public due to the high number of social media users in Indonesia. This study explores how corporate social initiatives and message content affect public responses to posts on social media specifically for corporate social responsibility from Pertamina, namely the Pertamina Foundation.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
