The Effectiveness of Facebook as an Advertising Strategic Method Using EPIC： A Case Study of Mie Jupe Jombang

作     者：Erminati Pancaningrum Wahyu Ari Rahayu STIE PGRI Dewantara Jombang Indonesia 

出 版 物：《Chinese Business Review》 (中国经济评论（英文版）)

年 卷 期：2017年第16卷第7期

页      码：309-315页

摘      要：This study aims to investigate the effectiveness of advertising through social media （i.e., Facebook）. Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points to 5,000 people found as consumers and engaged as facebook friends of Mie Jupe Jombang. Using purposive sampling technique, 100 respondents are collected as the total sample of this study. They are scattered in Jombang regency and engaged with Mie Jupe Jombang＇s Facebook account as friends that apparently seems to advertise Mie Jupe Jombang. This study uses descriptive analysis method with EPIC model （Empathy, Persuation, Impact, and Communication）. The result of analysis shows that the variables of EPIC Model （Empathy, Persuation, Impact and Communication） are found quite effective. Overall, this fmding concludes that the advertising of Mie Jupe Jombang is quite effective.

主 题 词：the effectiveness of advertising empathy persuasion impact communication 

学科分类：050302[050302] 1305[艺术学-设计学类] 13[艺术学] 05[文学] 082304[082304] 08[工学] 0503[文学-新闻传播学类] 0823[工学-农业工程类] 

D　O　I：10.17265/1537-1506/2017.07.001

馆 藏 号：203280032...