Content Analysis of Social Media : The Grounded Theory Approach
Brian Al Afwan, Manahan Siallagan, Utomo Sarjono Putro
a) School of Business Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
brian.alafwan[at]sbm-itb.ac.id
Abstract
The purpose of this research was to unfolded factors of how instagram influencers create contents in social media. The model built by in-depth interviews with three influncers combined with literature review, and cross-checking social media sites. The factors proposed are : internal analysis, competitors analysis, and audience analysis. Unlike prior researchs, this is the first study explore how Indonesian influncers create their contents.
Keywords: content creation model, viral content, content analysis
Topic: Marketing