Netnografi Fanbase Salmine dalam Kampanye Pembuatan Konten di Media Sosial X

Abstract

This article discusses how the Salmine fanbase’s content campaign on X was conducted to promote Salma Salsabil. The objective of this study is to understand the interactions and digital culture that emerged within the content campaign, as well as the mechanisms of collective support employed by fans on X to promote Salma Salsabil. The method used was Kozinets’ netnography with a focus on social engagement. The research results show that the interactions and digital culture of the Salmine fanbase on X through the content creation campaign emerged as one of the dominant themes, generating 383 conversations with 143 unique participants. In terms of exposure, the campaign recorded 1.8 million views, 196,200 reach, and 459,800 impressions. Meanwhile, the mechanism of collective support was identified through the @salminecreators account, which served as the primary actor coordinating the campaign via the Ngobar (Creating Content Together) program, with X as the coordination space, and the practice of commenting, reposting, and liking (KRL) as forms of support among community members, while short-form video platforms such as TikTok, Shorts, and Instagram Reels were used as content distribution channels.