Proceedings of the International Conference on Sustainable Innovation on Humanities, Education, and Social Sciences (ICOSI-HESS 2022)

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Storytelling in the Management of Artisan Brand’s Marketing Communications

Authors
Erwan Sudiwijaya1, *, Ayu Amalia1
1Department of Communication, Social and Political Faculty, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia, 55182
*Corresponding author. Email: erwansudiwijaya@umy.ac.id1
Corresponding Author
Erwan Sudiwijaya
Available Online 24 December 2022.
DOI
10.2991/978-2-494069-65-7_61How to use a DOI?
Keywords
Storytelling; Social Media; Environmental Campaign; Digital Marketing Communication
Abstract

Omah Niteni is an artisan’s guest house founded due to the owner’s anxiety about the garbage problem in Monggang Lor, Special Region of Yogyakarta. This research aims to describe storytelling in digital marketing communication management of Omah Niteni in solving the waste problem in Monggang through guest house products and culinary derivatives. This study’s data were collected through observation of social media accounts, interviews with social media account managers, and documentation of digital mass media coverage. Finally, the conclusions will be drawn. Omah Niteni provides waste solutions through collaboration in creative workshop where participants only need to pay for garbage cleaning services in the Monggang area. The event marketing communication process is carried out by storytelling through social content with an educative experience approach. Environmental issues can be conveyed with storytelling content with an educative experience approach.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Innovation on Humanities, Education, and Social Sciences (ICOSI-HESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
24 December 2022
ISBN
10.2991/978-2-494069-65-7_61
ISSN
2352-5398
DOI
10.2991/978-2-494069-65-7_61How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Erwan Sudiwijaya
AU  - Ayu Amalia
PY  - 2022
DA  - 2022/12/24
TI  - Storytelling in the Management of Artisan Brand’s Marketing Communications
BT  - Proceedings of the International Conference on Sustainable Innovation on Humanities, Education, and Social Sciences (ICOSI-HESS 2022)
PB  - Atlantis Press
SP  - 754
EP  - 771
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-65-7_61
DO  - 10.2991/978-2-494069-65-7_61
ID  - Sudiwijaya2022
ER  -