Abstract

Abstract. Nowadays, the internet and social media cannot be separated from people's lives. Especially during the Pandemic Covid-19 that force our society to move their social life into digital. Internet and the social media have become the main source of information and main platform of communication. The pandemic has also impacted many businesses, including the event industry, such as wedding organizer (WO), which relied a lot on face-to-face or direct interaction to run its business. Since the pandemic began, these businesses have had to catch up with shifting its marketing communication strategy through the social media. This study chose five notable Wedding Organizers in Malang as the informants to look more into the strategy. The quantitative approach with a descriptive paradigm was implemented to be able to find out how those wedding organizers took its marketing communication strategy using social media to approach and attract its consumers. All five organizers have been using Instagram as the main platforms to connect with their audience and WhatsApp to communicate with their team. Optimizing the social media features to share visual documentations of events, choosing the perfect moments to evoke emotions and have the right aesthetic, as well as knowing the right message through captions and hashtag are among the strategies applied to stay afloat in the current time. Further research could analyze the challenges in implementing marketing communication strategy post-pandemic, and also develop integrated marketing communication model related to social media optimization.

Keywords:

Social Media, Marketing Communication Strategy, Wedding Organizer

Eflina Mona

Affiliation

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Facing the Pandemic through IMC: Wedding Organizers’ Social Media Strategy