Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)

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TikTok as a Promotional Media for Post COVID-19 Art Exhibitions

Authors
Yessy Bella Anggraeni1, *, Mohammad Isa Pramana Koesoemadinata1
1Magister Design, School of Creative Industries, Telkom University, Bandung, Indonesia
*Corresponding author. Email: yessybella@student.telkomuniversity.ac.id
Corresponding Author
Yessy Bella Anggraeni
Available Online 10 October 2023.
DOI
10.2991/978-2-38476-118-0_7How to use a DOI?
Keywords
Art Exhibition; Electronic Word of Mouth; Visual Content; TikTok; Promotional Media
Abstract

Government recommendations and regulations regarding activity restrictions imposed during Covid-19 have hampered all aspects of activities, including artistic activities. After the pandemic, artistic activities that are actively carried out again reaped considerable enthusiasm. This is also influenced by the habits of social media users who have experienced escalation during the pandemic. This research was conducted to analyze the use of TikTok in sharing electronic word-of-mouth visual content about ongoing art exhibitions. The method used in this research is qualitative, collecting observational data on TikTok’s visual content about art exhibitions and interviews with artists and content creators. The results of this study found a change in behavior in response to audience interaction with art through visual content on TikTok. The eWOM visual content by visitors on TikTok has increased the enthusiasm of visitors to the ongoing art exhibition.

Copyright
© 2024 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 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 October 2023
ISBN
10.2991/978-2-38476-118-0_7
ISSN
2352-5398
DOI
10.2991/978-2-38476-118-0_7How to use a DOI?
Copyright
© 2024 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  - Yessy Bella Anggraeni
AU  - Mohammad Isa Pramana Koesoemadinata
PY  - 2023
DA  - 2023/10/10
TI  - TikTok as a Promotional Media for Post COVID-19 Art Exhibitions
BT  - Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)
PB  - Atlantis Press
SP  - 56
EP  - 62
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-118-0_7
DO  - 10.2991/978-2-38476-118-0_7
ID  - Anggraeni2023
ER  -