The ASEAN City Branding towards The Power of Word of Mouth, Social Media and Viral Advertising

Tobing, Melati Mediana (2014) The ASEAN City Branding towards The Power of Word of Mouth, Social Media and Viral Advertising. In: Komunikasi Asia Pasifik (PACA) di Universitas Padjajaran, Bandung, 24-26 Juni 2014, Faculty of Communication Science, UNPAD.

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Abstract

This study examined the impact of marketing communication by examiningthe power of Word of Mouth (WOM), Social Media and Viral Advertising. City as asymbol of a country have their own characters. The city of ASEAN is common onsome functions but in the perspective of socio-culture, they have different meaningsfor the society and also the people outside. City branding will create a wholenessfrom thoughts and feelings about experience from human senses or theirinvolvement about the city. This feelings leading people to sense about theirfavourite place according how the media exposed it. The Association of SoutheastAsian Nations, or ASEAN, was established on 8 August 1967 in Bangkok, Thailand,with the signing of the ASEAN Declaration (Bangkok Declaration). Today the tenMember States of ASEAN are namely Indonesia, Malaysia, Philippines, Singapore,Thailand, Brunei Darussalam, Vietnam, Laos, Myanmar and Cambodia. Theymaking up what is According to the ASEAN Free Trade (AFTA) in 2015, with somecommunity area of economic, political-security and socio-politics needscooperation amongs members. In this case, every country should be offered theiruniqueness, different than other members. On the 20th century, people able tocontact globally and the nations became one which is a globalization throughinternet medium. This study will describe about how people use Word of Mouth(WOM), Social Media and Viral Advertising to create city branding of ASEAN.

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