Author Information
Fitria Khairum Nisa, Tidar University, IndonesiaWahyu Eka Putri, Tidar University, Indonesia
Prinisa Nurul Ikasari, TIdar University, Indonesia
Muhamad Iqbal, Brawijaya University, Indonesia
Abstract
Mie Gaga, an Indonesian instant noodle brand, became trending due to the emergence of content on social media X and TikTok regarding a past conflict between the owners of Mie Gaga and Indomie. One of the account owners on X and TikTok created content about the story of the split between Djajadi-Salim partnership regarding Indomie, which stated that the Mie Gaga brand came from the initial shareholder of Indomie who was “removed” by other shareholders. This story then went viral on many social media and news portals. This study aims to analyze storytelling content in tweets and videos regarding the feud between Mie Gaga and Indomie, as well as to analyze whether this phenomenon is a form of marketing communication strategy. Storytelling marketing is used as literature to analyze the study results. This study uses a qualitative approach through the multimodality method in social semiotics to understand the meaning of texts in the media. The results of this study indicate that photos, videos, and several narratives contain elements of product promotion while using a storytelling style to build relationships with the audience. In that storytelling, the content carries the company’s personal story which is packaged emotionally and highlights its position as a “victim” of the Mie Gaga and Indomie feud. This viral feud on X and TikTok can be considered as a form of storytelling marketing. Thus, authentic and emotional storytelling marketing can be used as a communication tool in building relationships between brands and consumers.
Paper Information
Conference: ACSS2025Stream: Journalism and Communications
This paper is part of the ACSS2025 Conference Proceedings (View)
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To cite this article:
Nisa F., Putri W., Ikasari P., & Iqbal M. (2025) Betrayal Story: Is It a New Storytelling Marketing? ISSN: 2186-2303 – The Asian Conference on the Social Sciences 2025: Official Conference Proceedings (pp. 477-493) https://doi.org/10.22492/issn.2186-2303.2025.39
To link to this article: https://doi.org/10.22492/issn.2186-2303.2025.39
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