The Analysis of Bank XYZ Campus Ambassador Program in Mass Media: A Branding Strategy Targeting Generation Z

Ulani Yunus, Almira Divayani, Muhammad Gunawan

Abstract


The purpose of this study is to analyze how mass media exposure contributes to the branding activities of XYZ Bank targeting Generation Z (Gen Z).  This study used Brand Identity Concept and Stakeholder Concept to explore how Bank XYZ engages with key stakeholders to shape its brand image. Brand Identity Concept looks at how Bank XYZ builds a cohesive brand narrative through mass media, while Stakeholder Concept emphasizes the role of partners in shaping and strengthening the bank's branding efforts. The research methodology employed in this study is descriptive qualitative research, utilizing digital tracking and interviews to gather data. Interviews were conducted with policymakers at XYZ Bank to ensure data validity through triangulation, while participant observations were carried out to gather primary data effectively. Additionally, secondary data collection involved reviewing previous research and documents to support the analysis. The findings reveal that mass media coverage of XYZ Bank's campus ambassador program highlights the low level of financial literacy among Indonesian Gen Z individuals. As a result, collaboration with educational institutions becomes essential in this branding initiative. The study concludes that XYZ Bank's media choices predominantly focus on financial topics but overlook Gen Z's news consumption habits. Consequently, the study indicates that branding activities may have a restricted influence on Gen Z.

 

Keywords: Branding, banking industry, generation Z, campus, stakeholder engagement, consumer behavior.

 

https://doi.org/10.17576/JKMJC-2024-4004-28


Full Text:

PDF

References


Amalia, J. R., & Hanika, I. M. (2021). Tourism in digital era: The influence of digital marketing on the intention to visit Museum. Jurnal Komunikasi: Malaysian Journal of Communication, 37(3), 274-287. https://doi.org/10.17576/JKMJC-2021-3703-16

Ashraf, D., Rizwan, M. S., Adiwibowo, D. H., & Yusan, R. I. (2022). Loan portfolio composition of Islamic and conventional banks pre-and post-Covid-19 pandemic? Case of Indonesia. Journal of Islamic Monetary Economics and Finance, 8(3), 407–428. https://doi.org/10.21098/jimf.v8i3.1561

Bahri, S. (2024). Communication strategies in building public trust based on cyber public relations. Proceeding of International Conference on Education, Society and Humanity, 2(1), 535–546.

Bińczycki, B., Łukasiński, W., & Dorocki, S. (2023). Determinants of motivation to work in terms of Industry 4.0—The Gen Z perspective. Sustainability, 15, 12069.

Casalegno, C., Candelo, E., & Santoro, G. (2022). Exploring the antecedents of green and sustainable purchase behaviour: A comparison among different generations. Psychology & Marketing, 39(5), 1007–1021.

Confetto, M. G., Covucci, C., Addeo, F., & Normando, M. (2023). Sustainability advocacy antecedents: How social media content influences sustainable behaviours among Generation Z. Journal of Consumer Marketing, 40(6), 758–774.

Dabija, D.-C., Bejan, B. M., & Pușcaș, C. (2020). A qualitative approach to the sustainable orientation of generation z in retail: The case of Romania. Journal of Risk and Financial Management, 13(7), 152.

Dafiq, B. I., Hidayati, A. N., & Habib, M. A. F. (2022). Pengaruh literasi keuangan, literasi digital, digital marketing, brand image dan word of mouth terhadap minat generasi Z pada bank syariah. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(11), 4971–4982.

Di Maddaloni, F., & Davis, K. (2024). Fostering project social sustainability through stakeholder inclusion. Research Handbook on Sustainable Project Management (pp. 114–131). Edward Elgar Publishing.

Dogra, D., & Kumar, S. (2024). Elevating banking services: A deep dive into the pervasive influence of artificial intelligence on operational excellence and customer engagement. Paper presented at the 2024 International Conference on Inventive Computation Technologies (ICICT), pp. 38–43.

Doyle, K. O. (2019). Financial literacy for generation Z: A practical guide to managing your financial life. Bloomsbury Publishing USA.

Fadillah, D., & Huiquan, Z. (2024). Developing public relations as a foundation for public trust: A systematic literature review and bibliometric analysis. SN Social Sciences, 4(3), 59.

Herari, N., & Waluyo, W. (2023). Instagram business coach sebagai penggerak passion economy dalam perspektif Islam. Warta ISKI, 6(1), 32-47. https://doi.org/nxxk

Höffken, J., & Lazendic-Galloway, J. (2024). Engaging for the future: Challenge-based learning and stakeholder partnerships in sustainability education. Sustainable Earth Reviews, 7(1), 20.

Hung, N. P. (2024). The importance of social media and brand trust to promote tourism brands: case study in Ho Chi Minh City. Quality & Quantity, 1–19. https://doi.org/nxxm

Husada, S., & Aruman, A. E. (2024). The implementation of bank as a service marketing communication strategy in increasing the number of customers on blu by BCA Digital. Journal of Communication and Public Relations, 3(1), 27–40. https://doi.org/nxxn

Kaabachi, S., Ben Mrad, S., & Barreto, T. (2022). Reshaping the bank experience for GEN Z in France. Journal of Marketing Analytics, 10(3), 219–231.

Keller, K. L. (2023). Looking forward, looking back: developing a narrative of the past, present and future of a brand. Journal of Brand Management, 30(1), 1–8.

Kervyn, N., Fiske, S. T., & Malone, C. (2022). Social perception of brands: Warmth and competence define images of both brands and social groups. Consumer Psychology Review, 5(1), 51–68.

Klinke, M. E., & Fernandez, A. V. (2023). Taking phenomenology beyond the first-person perspective: conceptual grounding in the collection and analysis of observational evidence. Phenomenology and the Cognitive Sciences, 22(1), 171–191. https://doi.org/10.1007/s11097-021-09796-1

Korombel, A., & Ławińska, O. (2022). Social media behaviours of Gen Z women in the context of social customer relationship management. Industry 4.0, 7(3), 105–110.

Langer, A. I., & Gruber, J. B. (2021). Political agenda setting in the hybrid media system: Why legacy media still matter a great deal. The International Journal of Press/Politics, 26(2), 313–340.

Lasmiatun, K. M. T. (2024). The role of financial education in improving personal financial planning: A qualitative study on generation Z. Nomico, 1(4), 149–158.

Maliki, J., Tuah, K. M., Taibi, M., Govindaraju, V., & Ali Osman, N. S. (2024). Self-expression and mental wellbeing of Malaysian youths on social media. Jurnal Komunikasi: Malaysian Journal of Communication, 40(3), 312-329. https://doi.org/ntmv

Merlo, O., Eisingerich, A. B., Gillingwater, R., & Cao, J. J. (2023). Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more? Business Horizons, 66(5), 615–629.

Minarcin, R. (2020). OK Boomer- The approaching DiZruption of legal education by generation Z. Quinnipiac Law Review, 39, 29.

Moedeen, S., Aw, E. C.-X., Alryalat, M., Wei-Han Tan, G., Cham, T.-H., Ooi, K.-B., & Dwivedi, Y. K. (2024). Social media marketing in the digital age: Empower consumers to win big? Asia Pacific Journal of Marketing and Logistics, 36(1), 66–84.

Morgan, S., Farris, J., & Johnson, M. E. (2022). Foreign direct investment in Africa: Recent trends leading up to the African Continental Free Trade Area (AfCFTA). https://www.ers.usda.gov/publications/pub-details/?pubid=104995

Narayanan, S. (2022). Does generation Z value and reward corporate social responsibility practices? Journal of Marketing Management, 38(9–10), 903–937.

Østern, T. P., Jusslin, S., Nødtvedt Knudsen, K., Maapalo, P., & Bjørkøy, I. (2023). A performative paradigm for post-qualitative inquiry. Qualitative Research, 23(2), 272–289. https://doi.org/10.1177/14687941211027444

Paruzi, A., & Irhamdessetya, H. (2023). Innovation of the Sharia banking industry in Indonesia in the digital era. The Virtual International Conference on Economics, Law and Humanities, 2(1), 147–153.

Putri, L. P. (2021). Pengaruh literasi keuangan terhadap keputusan investasi melalui perilaku keuangan sebagai variabel moderating. Seminar Nasional Teknologi Edukasi Sosial Dan Humaniora, 1(1), 772–778.

Rycker, A. D. E., Jamal, F. U. A. (2023). Do social media and messaging apps influence loneliness? The case of young Malaysian higher education students during the COVID-19 pandemic. Jurnal Komunikasi: Malaysian Journal of Communication, 39(1), 1–20.

Sahita, F. R., Manurung, P. M., Rahman, T. A., Ferdiansyah, M., & Safitri, D. (2022). Trader crypto sebagai perubahan minat profesi generasi Z di era postmodernisme. Jurnal Common, 6(2), 146–155.

Sari, E. F., Johnson, N. W., McCullough, M. J., & Cirillo, N. (2024). Prevalence and risk factors of oral potentially malignant disorders in Indonesia: A cross-sectional study undertaken in 5 provinces. Scientific Reports, 14(1), 5232.

Savić, N., Lazarević, J., Jeličić, A., & Grujić, F. (2024). Digital economy and new capitalism: Generation Z as consumer. Ekonomika Preduzeća, 72(1–2), 107–123.

Shams, G., Rehman, M. A., Samad, S., & Oikarinen, E.-L. (2020). Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z. Journal of Financial Services Marketing, 25, 1–13.

Shi, Z. (2024). Discovering the Impact of Chinese social media influencers on Generation Z consumer behaviour. SHS Web of Conferences, 185, 3012.

Stavorinus, R. (2024). Strategic brand design: Designing brand identity from a marketing perspective. Taylor & Francis Group.

Suhariadi, F., Sugiarti, R., Hardaningtyas, D., Mulyati, R., Kurniasari, E., Saadah, N., Yumni, H., & Abbas, A. (2023). Work from home: A behavioral model of Indonesian education workers’ productivity during Covid-19. Heliyon, 9(3).

Timsina, J. (2024). Influencer ́s impact: The impact of social media influencers on Gen Z ́s buying decision within the beauty and fashion industry: A Quantitative Study. https://www.theseus.fi/bitstream/10024/861895/2/Timsina_Jenisha.pdf

Tyas, A., & Hutagaol, O. (2021). The effect of social media content on buying decision of HijUp.com. Journal of Communication and Public Relations, 1(1), 32–40. https://doi.org/10.37535/105001120214

Vachkov, S. (2022). Customer centricity and product innovation in banking. Economic Sciences Series. Izvestia Journal of the Union of Scientists - Varna, 11(2), 3–12. https://ideas.repec.org/a/vra/journl/v11y2022i2p3-12.html

Windasari, N. A., Kusumawati, N., Larasati, N., & Amelia, R. P. (2022). Digital-only banking experience: Insights from gen Y and gen Z. Journal of Innovation & Knowledge, 7(2), 100170.

Yahya, M. A., & Mammadzada, H. (2024). Targeting generation Z: A systematic literature review (SLR) and bibliometric analysis for effective marketing. Journal of Politics Economy and Management, 7(1), 21–44.

Yoon, S., McClean, S. T., Chawla, N., Kim, J. K., Koopman, J., Rosen, C. C., Trougakos, J. P., & McCarthy, J. M. (2021). Working through an “infodemic”: The impact of COVID-19 news consumption on employee uncertainty and work behaviors. Journal of Applied Psychology, 106(4), 501.


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528