Digital PR in Green Economy Campaigns to Support Sustainable Reputation of Otsuka, Sosro, and Samsung

Kun Muhammad Adi; Mohammad Insan Romadhan

doi:10.55927/jsih.v4i3.394

Authors

Kun Muhammad Adi Universitas 17 Agustus 1945 Surabaya
Mohammad Insan Romadhan Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.55927/jsih.v4i3.394

Keywords:

Digital PR, Green Economy, Strategic Communication, Sustainability, Content Analysis

Abstract

This study examines how Digital Public Relations (Digital PR) strategies are implemented in green economy campaigns by three multinational corporations Otsuka, Sosro, and Samsung via digital channels. A quantitative approach was adopted, employing content analysis on 44 digital items sourced from official Instagram accounts and corporate websites between January and December 2024. The research assesses seven key indicators of digital communication, including hashtag use, message narrative, visualization, and call-to-action. Findings reveal that each company adopts a unique yet strategically aligned approach: Samsung emphasizes green technology innovation, Sosro fosters community participation through recycling initiatives, and Otsuka focuses on data-driven educational outreach. The analysis reveals that visual consistency, strategic use of hashtags, and participatory calls-to-action (CTAs) are key elements in enhancing the effectiveness of digital sustainability communication. A primary challenge identified is the suboptimal measurement of public perception regarding campaign effectiveness; proposed solutions include integrating two-way communication and leveraging digital platforms more strategically. Future research plans involve exploring public perceptions through surveys or interviews, as well as expanding the study to include other industrial sectors to increase the generalizability of the findings.

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