2023
DOI: 10.55927/mudima.v3i5.3546
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Mixue are Everywhere: Prosumerism on Users Content Production in Tiktok

Abstract: Mixue is a franchise that is well-known for selling beverages and ice cream. Mixue's viral material on social media, like Tiktok, makes it easy to recognize the popularity of the Mixue’s products. This research intends to examine prosumers involved in audio-visual content development who contribute to the marketing of Mixue brand. This research uses interpretative content analysis to examine audio-visual contents created by Tiktok users. The results of the study indicate that videos created by Tiktok users act… Show more

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