Interpretation of Dear Me Beauty Product Rebranding: Twitter Users Analysis
DOI:
https://doi.org/10.21831/socia.v18i1.40670Keywords:
Brand, Crisis, RebrandingAbstract
This study aimed to discuss the way Dear Me Beauty was rebranding their brand by launching new products after they have a brand crisis. The data of this research was obtained from the comment of a Twitter user. This study used the encoding decoding theory from Stuart Hall. The findings of this study was the response from Twitter users was positive, implying that Dear Me Beauty's rebranding was successful. The researchers discovered that the messages from Dear Me Beauty conveyed through their newest product could be well interpreted and accepted by the public.
References
Blakeman, R. (2018). Integrated Marketing Communication: Creative Strategy from Idea to Implementation. Rowman & Littlefield.
Becker, H., &Gravano, L. (2011). Beyond Trending Topics: Real-World Event Identiï¬cation on Twitter (Tech Report).Association for the Advancement of Artificial Intelligence (www.aaai.org). 438–441. https://pdfs.semanticscholar.org/2573/060fb7b47e1a69933a28118fc9fd60c393ff.pdf
Chiaravalle, B. & Schenck. B. F. (2014). Branding For Dummies. John Wiley & Sons, Inc.
Davis, M. (2017). The Fundamentals of Branding. AVA Publishing SA.
Echevarria, R. M. (2017). A Content Analysis of NFL Team Online Branding. Elon Journal of Undergraduate Research in Communications (Vol. 8), 96-104.
Fearn-Banks, K. (2011). Crisis Communication: A Casebook Approach (4thed.). New York: Routledge.
Goi, C.,&Goi, M.T. (2011). Review on Models and Reasons of Rebranding.International Conference on Social Science and Humanity,5, 445–449.
Hallgren, K. (2018). The Branding of New Ukraine: A Media Production Study of the Encoding-Decoding of Europeanness during Eurovision Song Contest. Sí¶dertí¶rn University Library: Sí¶derScholar. 18-19. https://www.diva-portal.org/smash/get/diva2:1215322/FULLTEXT01.pdf
Hampf, A., & Lindberg-Repo, K.
(2011). Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding. Hanken School of Economics Working Papers, 1(1), 1-28. https://helda.helsinki.fi/bitstream/handle/10138/26578/556_978-952-232-134-3.pdf?sequence=1
Li, M., & Wei, H. (2016). How to Save Brand after Crises? A literature Review on Brand Crisis Management. American Journal of Industrial and Business Management, 06(02), 89-96.
Salvador, A. B.& Ikeda, A.A. (2018). Brand crisis management : the use of information for prevention, identification and management.Review of Business Management, 20 (1) 74–91. htps://doi.org/10.7819/rbgn.v20i1.3583
Sihombing, Lambok Hermanto. 2018. Pengaruh Kpop bagi Penggemarnya: Sebuah Analisis Kajian Blog. MAKNA : Jurnal Kajian Komunikasi, Bahasa, dan Budaya. Vol. 3 No.1.
Tevi, A. C. (2013). The Effect of Multiple Rebranding on Customer Loyalty in Nigerian Mobile Telephony. International Journal of Marketing Studies,5(2), 120–130. https://doi.org/10.5539/ijms.v5n2p12
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 Internasional.