Bantuan Kemanusiaan Palestina sebagai Upaya Pemulihan Citra Brand (Analisis Isi pada Instagram Scarlett dan Cretivox)

This study uses message content analysis using the theoretical framework of The Nine Block Conversation Planner (Kelly, 2007) which classifies communication messages into nine themes, including Aspiration and Beliefs, David and Goliath, Avalanche About to Roll, Anxieties, How to, Glitz and Glam, Seasonal / Event Related, Personalities / Personal Stories, Contrarian or Counterintuitive. This framework helps researchers in identifying message patterns and communication strategies implemented by both brands. Meanwhile, the method used is a qualitative approach with a descriptive research type. Data collection techniques were carried out through direct observation on the official Instagram accounts of Scarlett and Cretivox and documentation. Data were analyzed using qualitative data analysis techniques that include data reduction, data presentation (data display), and drawing conclusions.

The research results show that the Palestinian humanitarian aid content published by Scarlett and Cretivox predominantly emphasizes the themes of aspirations and beliefs, emphasizing the values of caring, solidarity, and support for global humanitarian issues. In conclusion, humanitarian aid published through Instagram is not only a means of demonstrating social empathy but also a strategic instrument in restoring brand image. By implementing appropriate communication patterns within the Nine Block Conversation Planner framework, brands are able to manage public perception more effectively, strengthen consumer trust, and create a sustainable positive image.