PROVING THE INFLUENCE OF NATIVE ADVERTISING IN DIGITAL COMIC OF 1% STUDIO TOWARDS ENGAGEMENT RATE BY APPLYING A NARRATIVE STRUCTURE

• Main Author: Mahesadzikri, Girindra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64431
• Institution: Institut Teknologi Bandung

Native advertising is a type of online advertisement designed to blend with the digital medium’s content. Digital comics are also known to be one of the native advertising methods. While native advertising in digital comics has a high engagement rate on social media, it is important to know exactly how it was achieved, since it is generally marketers’ goal in making advertising on social media. Knowing how it was achieved could help 1% Studio to engage more with the audiences on social media. The theory of narrative structure is used to find the influence of native advertising in digital comics towards engagement rate. Two narrative structures that could be analyzed are the characters and the mood of the scenes in the story. The characters are then coded into several archetypes that could be used in every story, and the interactions between them could form moods that could be analyzed. The data regarding the amount of character appearances, story mood, and engagement rate were cross-tabulated and showed that characters and story moods affect the engagement rate. Different character archetypes could affect the engagement rate positively/negatively. The same goes to the story mood. Not only that, both of the variables also have a joint effect towards the engagement rate. The results of the research showed that when story mood and characters are being put together ideally/badly, the joint effect towards the engagement rate is significantly greater, compared to the effect of each variable individually.