Strategi Negative Word of Mouth dalam Pesan Persuasif Akun X @GerakanBDS_ID
DOI:
https://doi.org/10.24076/ywh4c444Keywords:
BDS, Boikot, Pesan PersuasifAbstract
Media sosial, khususnya akun X @gerakanbds_id, menjadi sarana penting dalam menyebarkan pesan persuasif aksi boikot produk berasosiasi Israel. Strategi Negative Word of Mouth (NWOM) digunakan untuk memobilisasi opini publik dan mendukung aksi kolektif melalui pesan yang memadukan kewajiban moral, solidaritas sosial, dan tekanan ekonomi. Metode kualitatif dengan pendekatan analisis konten diterapkan pada 10.214 unggahan periode April 2022–Januari 2025 yang dikumpulkan melalui web scraping dan dianalisis menggunakan model IndoBERT. Sebanyak 4.408 unggahan diidentifikasi mengandung NWOM, terdiri dari 195 unggahan berkategori kewajiban moral, 402 solidaritas sosial, dan 259 tekanan ekonomi. Hasil menunjukkan NWOM efektif membentuk kesadaran publik, memperkuat identitas kolektif, dan mendorong aksi boikot sebagai perlawanan terhadap ketidakadilan.
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