ANALYSIS OF THE EFFECT OF MERCEDES-AMG PETRONAS F1 TEAM SOCIAL MEDIA ENGAGEMENT TOWARDS THEIR BRAND IMAGE

• Main Author: Natanael Sodungoan, Raybano
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53399
• Institution: Institut Teknologi Bandung

In the modern world, engagement becomes one of the vital aspects that should be carefully considered by a company to build its brand image based on its value. Engagement is an outcome of an interaction between the customer and the company itself through two-way and continuous communication. Currently, social media becomes one of the platforms for the company to perform this kind of communication, and Twitter is no exception. Twitter can create an instant interaction, resulting in a genuine, real-time interaction between users like no other social media platform. Through social media, in particular Twitter, the company shares a piece of information which is packaged in such a way that it could attract customers as many as possible. Through that way, an interested customer will give their feedback to the related information by liking it, putting their comments on it (reply) or sharing the information on their social media account (retweet). This kind of activity, while being observed on certain circumstances and period, will result in a measurable output called “engagement rate”. Engagement rate shows how far a company could reach out the customers through a social media platform, and it is highly recommended for a company to have an ever-growing social media platform as the usage of social media has become more frequent than ever. This study is trying to learn and map out the role of social media manager in a sports team, in particular Formula One. As the most successful Formula One team in the “Hybrid Era” Mercedes-AMG F1 Team also has a very successful social media team that could deliver a piece of interesting information about their on-track and off-track activity, as well as gradually reshaping the image of Mercedes brand itself to be a luxurious, high-performance automotive brand as currently known. This study is conducted by examining Mercedes-AMG F1 Team’s activity in social media, in particular Twitter, then comparing it with another Formula One, to see how far Mercedes-AMG F1 Team can reach out their fans and also formulate the pattern of the shared contents, as well as learning about the quality of the shared contents through measurable manner.