Web Series as a Digital Marketing Medium for Islamic Bank

Authors

  • Muhammad Yulian Ma'mun Universitas Islam Negeri Antasari Banjarmasin
  • Lola Malihah
  • Ahmad Taufiq
  • Noormadaniah Noormadaniah

Keywords:

digital marketing, Islamic bank, web series

Abstract

The digital era has revolutionized human lifestyle significantly, as internet makes the world seem limitless without boundaries. Web series is one form of new media that emerged from the internet. Many companies use web series as a digital marketing medium because it is more efficient and effective in reaching a wider range of consumers. This study uses a qualitative descriptive method with a case study approach. This study aims to describe and analyze the existence of 4 webseries produced by Bank Syariah Indonesia (BSI) as its digital marketing media. The results of this study indicate that the BSI web series contains affirmation of brand identity and shows its commitment in developing Islamic economics and finance as the largest Islamic bank in Indonesia. The web series produced by BSI are also a place for promotion through placements featuring several products placed in the web series scene, such as: mobile banking apps, home ownerschip financing, and working capital financing for entrepreneurs.

Author Biography

Muhammad Yulian Ma'mun, Universitas Islam Negeri Antasari Banjarmasin

Google Scholar

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Published

2023-05-22

How to Cite

Ma’mun, M. Y., Malihah, L., Taufiq, A., & Noormadaniah, N. (2023). Web Series as a Digital Marketing Medium for Islamic Bank. Asian Journal of Islamic Economics and Business, 1(1), 1–11. Retrieved from https://jurnal.uin-antasari.ac.id/index.php/ajieb/article/view/9337

Issue

Vol. 1 No. 1 (2023)

Section

Articles

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