HOW BRAND EMPATHY CREATED: STUDY ON ORGANIC VIRAL CONTENT

Jasmine Alya Pramesthi; Chairunnisa Widya Priastuty

doi:10.38043/jids.v8i1.5039

Authors

Jasmine Alya Pramesthi Universitas Telkom
Chairunnisa Widya Priastuty Universitas Telkom

DOI:

https://doi.org/10.38043/jids.v8i1.5039

Keywords:

brand empathy, audience, content analysis

Abstract

This research explores and develops the concept of Brand Empathy which includes cognitive empathy, emotive empathy, and empathic action, in the context of viral content between Indomie and Mie Gaga on the TikTok platform, generated through AI storytelling. This research describes the empathy formed by significant discussions on social media, especially TikTok, regarding the story of Djajadi Djaja, the founder of Mie Gaga, and the journey of establishing the instant noodle brand. The research method uses qualitative content analysis with snowball sampling through social media content and comments on TikTok, Instagram, and Twitter. Positive and negative opinions play an important role in shaping Brand Empathy. With AI storytelling technology, viral content triggers intense reactions and leads consumers to Brand Empathy. The development of Brand Empathy involves cognitive empathy in understanding and identifying controversies, emotive empathy in emotional responses, and empathic action in tangible actions. The emotional attachment between the audience and the brand creates a parasocial relationship, which demonstrates consumer loyalty and brand reputation. This research provides deep insight into the complexity of e-WOM and introduces a new approach to understanding audience-brand interactions in the digital age through Brand Empathy. This research also highlights the role of cognitive empathy in Brand Empathy related to information dissemination, especially in the context of viral content about Mie Gaga and Indomie. Audiences actively understood and identified feelings, thoughts and perspectives related to the controversy.

Downloads

Download data is not yet available.

References

Blanke, E. S., Rauers, A., & Riediger, M. (2015). Nice to meet you-adult age differences in empathic accuracy for strangers. Psychology and Aging, 30(1), 149–159. https://doi.org/10.1037/a0038459

Cuff, B. M. P., Brown, S. J., Taylor, L., & Howat, D. J. (2016). Empathy: A review of the concept. Emotion Review, 8(2), 144–153. https://doi.org/10.1177/1754073914558466

Djamba, Y. K., & Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches. In Pearson Education Limited. https://doi.org/10.2307/3211488

Håkansson Eklund, J., & Summer Meranius, M. (2021). Toward a consensus on the nature of empathy: A review of reviews. Patient Education and Counseling, 104(2), 300–307. https://doi.org/10.1016/j.pec.2020.08.022

Helaluddin, H. W., & Wijaya, H. (2019). Analisis Data Kualitatif: Sebuah Tinjauan Teori & Praktik. Sekolah Tinggi Theologia Jaffray.

Kemp, A., Gravois, R., Syrdal, H., & McDougal, E. (2023). Storytelling is not just for marketing: Cultivating a storytelling culture throughout the organization. Business Horizons, 66(3), 313–324. https://doi.org/10.1016/j.bushor.2023.01.008

Kliszczak, J. (2020). The Ultimate Guide to Customer Empathy: Tips and Techniques.

Kuckartz, U., & Rädiker, S. (2023). Qualitative Content Analysis: Methods, Practice and Software. SAGE Publications.

Kusmardianto, A. D., & Rahayu, F. (2023). Anteseden dan Konsekuensi dari Parasocial Interaction dada Produk Kosmetik Lokal. Jurnal Pendidikan Tambusai, 7(1), 992–1001. https://doi.org/10.31004/jptam.v7i1.5380

Kwon, J., & Kotani, H. (2023). Head motion synchrony in unidirectional and bidirectional verbal communication. PLoS ONE, 18(5 May), 1–15. https://doi.org/10.1371/journal.pone.0286098

Miller, M. (2022). The 3 Parts of Empathy: Thoughts, Feelings and Actions. https://www.6seconds.org/2022/03/14/3-parts-of-empathy/

Pittelkow, M. M., aan het Rot, M., Seidel, L. J., Feyel, N., & Roest, A. M. (2021). Social Anxiety and Empathy: A Systematic Review and Meta-analysis. Journal of Anxiety Disorders, 78(May 2020). https://doi.org/10.1016/j.janxdis.2021.102357

Preckel, K., Kanske, P., & Singer, T. (2018). On the interaction of social affect and cognition: empathy, compassion and theory of mind. Current Opinion in Behavioral Sciences, 19, 1–6. https://doi.org/10.1016/j.cobeha.2017.07.010

Puspadini, M. (2023). Produsen Mie Gaga Buka Suara Soal Indomie dan Djajadi Djaja. https://www.cnbcindonesia.com/market/20230825154431-17-466210/produsen-mie-gaga-buka-suara-soal-indomie-dan-djajadi-djaja

Raggio, R. D., Walz, A. M., Godbole, M. B., & Folse, J. A. G. (2014). Gratitude in relationship marketing: Theoretical development and directions for future research. European Journal of Marketing, 48(1), 2–24. https://doi.org/10.1108/EJM-08-2009-0355

Ria, R. N., & Setiawan, T. (2021). Forensic Linguistic Analysis of Netizens ’ Hate Speech Acts in Tik-Tok Comment Section. BloLAE, 141–152.

Riess, H. (2017). The Science of Empathy. Journal of Patient Experience, 4(2), 74–77. https://doi.org/10.1177/2374373517699267

Rummel, M. (2023). What’s Your Story? An Analysis of Video Storytelling for Nonprofit Organizations.

Salmons, J. E. (2022). Doing Qualitative Research Online. SAGE Publications Ltd.

Scherer, H., Diaz, S., Iannone, N., McCarty, M., Branch, S., & Kelly, J. (2022). “Leave Britney alone!”: parasocial relationships and empathy. The Journal of Social Psychology, 162(1), 128–142. https://doi.org/10.1080/00224545.2021.1997889

Schneider, L. (2021). Expert Views on Customer Empathy.

Shuqair, S., Pinto, D. C., & Mattila, A. S. (2021). An empathy lens into peer service providers: Personal versus commercial hosts. International Journal of Hospitality Management, 99(February). https://doi.org/10.1016/j.ijhm.2021.103073

Szumowska, E., & Kruglanski, A. W. (2020). Curiosity as end and means. Current Opinion in Behavioral Sciences, 35, 35–39. https://doi.org/10.1016/j.cobeha.2020.06.008

Tracy, S. J. (2020). Qualitative Research Methods: Collecting Evidence, Crafting Analysis, Communicating Impact. John Wiley and Sons, Inc.

Trop, O. (2021). Brand Empathy Matters to Consumers, Hugely.

Villines, Z. (2023). Empaths and anxiety: Is there a link?