Ephemeral Content Domination: How to Harness the Power of Stories
Keywords:
Ephemeral Content, Creativity of Content, Frequency of Posting, Engagement Level
Abstract
This research article examines the factors contributing to domination in ephemeral content for PT. Tirta Investama, focusing on the roles of creativity of content, frequency of posting, and engagement level. Using a quantitative research design and a sample of 100 consumers, the study explores both direct and indirect effects among these variables, utilizing path analysis with Smart PLS. The findings reveal that both creativity and frequency of posting have significant direct effects on engagement level and domination in ephemeral content. Additionally, engagement level serves as a critical mediator, linking creativity and frequency of posting to domination in ephemeral content. The results suggest that for PT. Tirta Investama to achieve a dominant position in the ephemeral content space, the company must prioritize creative, high-quality content and maintain a consistent posting schedule to drive audience engagement. The indirect effects highlight the importance of engagement as a conduit between content strategies and overall brand influence. These insights offer valuable guidance for PT. Tirta Investama's digital marketing strategy, emphasizing a balanced approach to content creation and audience interaction for long-term success in the ephemeral content landscape.
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[2] S. Earl and A. Dube, “Department of Informatics and Media Master ’ s Programme in Social Sciences , Digital Media and Society Specialisation Two-year Master ’ s Thesis Discovering Zimbabwean Digital Literature : An Exploratory Study of the Typologies and Properties of Online A,” Uppsala Univ., 2023.
[3] M. Nkomo and L. Nkomo, “Politics from the Pits: Artisanal Gold Mining, Politics and the Limits of Hegemonic State Domination in Zimbabwe,” J. South. Afr. Stud., vol. 49, no. 1, pp. 137–153, 2023, doi: 10.1080/03057070.2023.2182982.
[4] Primadi Candra Susanto, Siera Syailendra, and Ryan Firdiansyah Suryawan, “Determination of Motivation and Performance: Analysis of Job Satisfaction, Employee Engagement and Leadership,” Int. J. Bus. Appl. Econ., vol. 2, no. 2, pp. 59–68, 2023, doi: 10.55927/ijbae.v2i2.2135.
[5] U. Barnea, R. J. Meyer, and G. Nave, “The Effects of Content Ephemerality on Information Processing,” J. Mark. Res., vol. 60, no. 4, pp. 750–766, 2023, doi: 10.1177/00222437221131047.
[6] D. Kim and S. Kim, “Social Media Affordances of Ephemerality and Permanence: Social Comparison, Self-Esteem, and Body Image Concerns,” Soc. Sci., vol. 12, no. 2, 2023, doi: 10.3390/socsci12020087.
[7] D. Barcelona-Pons, P. García-López, and B. Metzler, Glider: Serverless Ephemeral Stateful Near-Data Computation, vol. 1, no. 1. Association for Computing Machinery, 2023. doi: 10.1145/3590140.3629119.
[8] B. Li, M. L. Naraine, L. Zhao, and C. Li, “A Magic ‘Bullet’: Exploring Sport Fan Usage of On-Screen, Ephemeral Posts During Live Stream Sessions,” Commun. Sport, vol. 11, no. 2, pp. 334–355, 2023, doi: 10.1177/21674795211038949.
[9] S. Sethi, “Embedding a Microblog Context in Ephemeral Queries for Document Retrieval,” J. Web Eng., vol. 22, no. 4, pp. 679–700, 2023, doi: 10.13052/jwe1540-9589.2245.
[10] M. Davis and S. Harris, “Textiles in a Viking Age hoard: Identifying ephemeral traces of textiles in metal corrosion products,” J. Archaeol. Sci. Reports, vol. 48, no. June 2022, p. 103796, 2023, doi: 10.1016/j.jasrep.2022.103796.
[11] N. G. Narin, “A Content Analysis of the AIDS Media,” J. Metaverse, vol. 1, no. 1, pp. 17–24, 2021, [Online]. Available: https://lens.org/132-852-388-772-732
[12] N. Anantrasirichai and D. Bull, Artificial intelligence in the creative industries: a review, vol. 55, no. 1. Springer Netherlands, 2022. doi: 10.1007/s10462-021-10039-7.
[13] M. B. Kavyashree, S. Kulenur, P. Nagesh, and T. S. Nanjundeswaraswamy, “Relationship between Human Resource Management Practices and Employee Engagement,” Brazilian J. Oper. Prod. Manag., vol. 20, no. 1, pp. 1–15, 2023, doi: 10.14488/BJOPM.1331.2023.
[14] G. Richards, “Designing creative places: The role of creative tourism,” Ann. Tour. Res., vol. 85, no. August, p. 102922, 2020, doi: 10.1016/j.annals.2020.102922.
[15] J. Haase and P. H. P. Hanel, “Artificial muses: Generative artificial intelligence chatbots have risen to human-level creativity,” J. Creat., vol. 33, no. 3, p. 100066, 2023, doi: 10.1016/j.yjoc.2023.100066.
[16] M. Shidiq, “the Use of Artificial Intelligence-Based Chat-Gpt and Its Challenges for the World of Education; From the Viewpoint of the Development of Creative Writing Skills,” Soc. Humanit., vol. 01, no. 01, p. 2023, 2023.
[17] P. Voruz et al., “Frequency of Abnormally Low Neuropsychological Scores in Post-COVID-19 Syndrome: the Geneva COVID-COG Cohort,” Arch. Clin. Neuropsychol., vol. 38, no. 1, pp. 1–11, 2023, doi: 10.1093/arclin/acac068.
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[20] S. Klucarova and J. Hasford, “The oversharenting paradox: when frequent parental sharing negatively affects observers’ desire to affiliate with parents,” Curr. Psychol., vol. 42, no. 8, pp. 6419–6428, 2023, doi: 10.1007/s12144-021-01986-z.
[21] A. K. Schild et al., “Multidomain cognitive impairment in non-hospitalized patients with the post-COVID-19 syndrome: results from a prospective monocentric cohort,” J. Neurol., vol. 270, no. 3, pp. 1215–1223, 2023, doi: 10.1007/s00415-022-11444-w.
[22] N. S. Nuha, T. Mahmud, N. Rezaoana, M. S. Hossain, and K. Andersson, “An Approach of Analyzing Classroom Student Engagement in Multimodal Environment by Using Deep Learning,” Proc. 2023 IEEE 9th Int. Women Eng. Conf. Electr. Comput. Eng. WIECON-ECE 2023, pp. 286–291, 2023, doi: 10.1109/WIECON-ECE60392.2023.10456488.
[23] M. Saqr, S. López-Pernas, S. Helske, and S. Hrastinski, “The longitudinal association between engagement and achievement varies by time, students’ profiles, and achievement state: A full program study,” Comput. Educ., vol. 199, no. March, 2023, doi: 10.1016/j.compedu.2023.104787.
[24] F. Caputo, P. Magliocca, R. Canestrino, and E. Rescigno, “Rethinking the Role of Technology for Citizens’ Engagement and Sustainable Development in Smart Cities,” Sustain., vol. 15, no. 13, pp. 1–19, 2023, doi: 10.3390/su151310400.
[25] E. Salmah, E. Astuti, and I. Harsono, “Employee Engagement in the Gig Economy,” Manag. Stud. Bus. J., vol. 1, no. 1, pp. 116–122, 2024, doi: 10.62207/1e5dd842.
[26] M. A. Wardana, I. K. Rahyuda, I. P. G. Sukaatmadja, And I. G. A. K. Giantari, “Antecedents and Consequences of Intention to Become a Customer: A Case Study of Islamic Banks in Indonesia,” J. Asian Financ. Econ. Bus., vol. 8, no. 4, pp. 827–839, 2021, doi: 10.13106/jafeb.2021.vol8.no4.082.
Published
2024-05-21
Section
Articles
Copyright (c) 2024 Miko Andi Wardana, Fatimah Abdillah, Nurlela Nurlela
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
