Correlation between Negative News Exposure and NCT 127 Brand Image on Social Media X in the Case of EX Member NCT 127

Abstract

Media sosial merupakan platfrom daring, dimana pengguna dapat dengan mudah berpartisipasi dan berbagi termasuk berita negatif yang apat mempengaruhi citra individu atau kelompok. Penelitian ini bertujuan untuk mengetahui korelasi antara terpaan berita negatif dengan brand image NCT 127 di media sosial X, dalam kasus mantan anggota boy group tersebut. Penelitian ini memiliki kebaruan dalam pendekatannya, yaitu dengan menggunakan teori penilaian sosial untuk menganalisis bagaimana pengikut NCT 127 di media sosial X dapat menerima atau menolak informasi negatif berdasarkan sikap awal mereka terhadap grup tersebut. Selain itu, penelitian ini memberikan kontribusi dengan menambah wawasan mengenai studi brand image dalam industri hiburan. Penelitian ini menggunakan pendekatan kuantitatif asosiatif dan menggunakan teknik sampling non-probabilitas sampel dengan jumlah responden sebanyak 100 orang. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner secara online, dan menggunakan Uji korelasi Pearson Product Moment. Berdasarkan hasil perhitungan diperoleh nilai koefisien korelasi sebesar -0,012 yang berarti variabel memiliki hubungan yang lemah dan cenderung negatif, Penelitian ini menemukan bahwasanya meskipun terdapat korelasi negatif antara terpaan berita negatif dengan brand image NCT 127, hubungan tersebut sangat lemah sehingga dampak tidak signifikan terhadap citra boygroup secara keseluruhan

Social media is an online platform, where users can easily participate and share including negative news that can affect the image of an individual or group. This study aims to determine the correlation between negative news exposure and NCT 127's brand image on social media X, in the case of former boy group members. This research is novel in its approach, which uses social appraisal theory to analyze how NCT 127 followers on social media X may accept or reject negative information based on their initial attitude towards the group. In addition, this research contributes by adding insight into the study of brand image in the entertainment industry. This research uses an associative quantitative approach and uses a non-probability sample sampling technique with a total of 100 respondents. The data collection technique was carried out through distributing questionnaires online, and using the Pearson Product Moment correlation test. Based on the calculation results, the correlation coefficient value is -0.012, which means that the variables have a weak relationship and tend to be negative. This study found that although there is a negative correlation between negative news exposure and NCT 127's brand image, the relationship is so weak that it has an insignificant impact on the boy group's overall image.