Strategi Noise: Eksplorasi Netnografi Konten Noise Di Akun Tiktok UMKM Indonesia
DOI:
https://doi.org/10.30587/jurnalmanajerial.v13i01.10846Keywords:
Attention Economy, unhinged marketing, noise strategy, TikTok, MSMEs, netnographyAbstract
Background: The rising number of TikTok users in Indonesia intensifies competition for audience engagement. Consequently, MSMEs innovate by employing chaotic and disruptive content presented in a humorous and ludicrous manner, referred to as noise.
Aim: The purpose of this study is to examine how Indonesian MSMEs create and narrate noise content on TikTok, how audiences react to this content in the context of local digital culture, and to determine the prerequisites for success, efficacy constraints, and dangers of employing noise as a marketing communication strategy for MSMEs in the face of attention economy competition.
Methodology: a retrospective netnography of postings from five Indonesian MSME TikTok accounts conducted between May and October. Data extraction via Apify.com encompassed 495 videos and 1,426 comments. A purposive sampling method with a maximum variation strategy was employed. Inductive thematic analysis was performed in five stages. Continuous engagement, triangulation, peer debriefing, and negative case analysis validate the findings.
Results and Discussion: Five MSME accounts show a variety of noise characteristics, including cultural adaptation, aggressive integration, raw editing, memes, and AI-generated content, according to the research findings. Positive resonance, which is typified by a sense of in-group belonging and shared humor, and interrogative replies, which comprise inquiries expressing interest and a need for more information, are the two primary types of audience responses. The congruence of brand identity, audience expectations, and message delivery all affect how effective noise strategy is. While @geroz_official only reached 1.74% because of the predominance of repetitive hard selling and little story innovation, the @danielbudianto28 account obtained the greatest engagement rate of 8.25% because of a soft selling strategy and contextual content diversity.
Conclusion: The noise strategy represents a daring and inventive approach to engaging viewers in a congested media landscape. The five MSMEs recognized that incorporating noise would yield distinction along with cost reductions.
Implications for Research: The noise strategy can be regarded as a strategic and sustainable innovation that facilitates algorithmic negotiation among creators, viewers, and platforms. The Noisy Marketing Implementation Framework was developed for SMEs to encompass tools for evaluating preparation, content guidelines, risk mitigation checklists, and performance indicators.
Limitations: This analysis pertains to five micro, small, and medium-sized firms (MSMEs) within the F&B and service sectors, encompasses a six-month observation period, concentrates on public comments, lacks long-term data regarding brand loyalty, and is restricted to a single platform.
Downloads
References
Adyatma, M. R. F. (2022). MSMEs’ Strategy for Delivering Messages through TikTok Content. Jurnal ASPIKOM, 7(1), 202. https://doi.org/10.24329/aspikom.v7i1.996
Afkar, M. A., & Yusmaneli. (2023). Model Bisnis TikTok Shop dan Implikasinya terhadap Ekonomi Digital di Indonesia. Journal of Law and Economics, 2(1), 41–51. https://doi.org/10.56347/jle.v2i1.180
Apidana, H. Y., & Rusvinasari, D. (2024). Social Media Usage On MSMEs’ Performance: The Moderating Role Of Innovation Capability. Jurnal Manajemen, 28(1), 175–199. https://doi.org/10.24912/jm.v28i1.1805
Arie Bowo, F., Anisah, A., & Marthalia, L. (2024). Meme Marketing: Generation Z Consumer Behavior on Social Media. Jurnal Indonesia Sosial Sains, 5(02), 188–201. https://doi.org/10.59141/jiss.v5i02.995
Asante, I. O., Jiang, Y., Luo, X., & Ankrah Twumasi, M. (2022). The Organic Marketing Nexus: The Effect of Unpaid Marketing Practices on Consumer Engagement. Sustainability, 15(1), 148. https://doi.org/10.3390/su15010148
Athaide, G. A., Jeon, J., Raj, S. P., Sivakumar, K., & Xiong, G. (2025). Marketing innovations and digital technologies: A systematic review, proposed framework, and future research agenda. Journal of Product Innovation Management, 42(1), 144–165. https://doi.org/10.1111/jpim.12741
Bádéjọ, F. A., & Gordon, R. (2022). See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing. Marketing Theory, 22(2), 229–249. https://doi.org/10.1177/14705931221074724
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149
Bashirzadeh, Y., Mai, R., & Faure, C. (2022). How rich is too rich? Visual design elements in digital marketing communications. International Journal of Research in Marketing, 39(1), 58–76. https://doi.org/10.1016/j.ijresmar.2021.06.008
Béal, M., Lécuyer, C., & Guitart, I. (2025). Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands. Journal of Interactive Marketing, 60(2), 196–215. https://doi.org/10.1177/10949968241266828
Borah, A., Banerjee, S., Lin, Y.-T., Jain, A., & Eisingerich, A. B. (2020). Improvised Marketing Interventions in Social Media. Journal of Marketing, 84(2), 69–91. https://doi.org/10.1177/0022242919899383
Boukes, M., Chu, X., Noon, M. F. A., Liu, R., Araujo, T., & Kroon, A. C. (2022). Comparing user-content interactivity and audience diversity across news and satire: differences in online engagement between satire, regular news and partisan news. Journal of Information Technology & Politics, 19(1), 98–117. https://doi.org/10.1080/19331681.2021.1927928
Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su15064760
Bruineberg, J. (2025). Rethinking the cognitive foundations of the attention economy. Philosophical Psychology, 1–23. https://doi.org/10.1080/09515089.2025.2502428
Cao, N., Isa, N. M., & Perumal, S. (2024). Effects of Prior Negative Experience and Personality Traits on WeChat and TikTok Ad Avoidance among Chinese Gen Y and Gen Z. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 95–115. https://doi.org/10.3390/jtaer19010006
Celis, C. (2015). TOWARDS AN IMMANENT CRITIQUE OF THE ATTENTION ECONOMY Labour, Time, and Power in Post-Fordist Capitalism.
Chen, Z., Guo, W., & Zhang, Y. (2025). Does Serendipity Affect Democratic Consequences? Examining the Role of Algorithmic Awareness, Intolerance of Uncertainty in Incidental News Exposure and Online Political Participation. Interacting with Computers, 37(4), 282–299. https://doi.org/10.1093/iwc/iwae045
Chinki, Rana, S., Yadav, M. P., & Sinha, N. (2025). Crafting narratives to influence consumers: a systematic review of storytelling marketing. Asia-Pacific Journal of Business Administration. https://doi.org/10.1108/APJBA-12-2024-0693
Davenport, T. H., & Beck, J. C. (2001). The Attention economy. Ubiquity, 2001(May), 1. https://doi.org/10.1145/376625.376626
Drossos, D., Coursaris, C., & Kagiouli, E. (2024). Social media marketing content strategy: A comprehensive framework and empirically supported guidelines for brand posts on Facebook pages. Journal of Consumer Behaviour, 23(3), 1175–1192. https://doi.org/10.1002/cb.2269
Dzik-Walczak, A., Czaja, M., Kopczewski, T., & Urban, B. (2024). The Attention Economy: How Influencers are Redefining Marketing Engagement. SSRN. https://doi.org/10.2139/ssrn.4855562
Eka Febrianti, D. (2024). Strategi Pemasaran Media Sosial (Unhinged Marketing) Toko Lucky Bundle di Instagram dalam Meningkatkan Brand Awareness [universitas multimedia nusantara]. https://kc.umn.ac.id/id/eprint/35033/
Fieiras-Ceide, C., Vaz-Álvarez, M., & Túñez-López, M. (2023). Designing personalisation of European public service media (PSM): trends on algorithms and artificial intelligence for content distribution. El Profesional de La Información. https://doi.org/10.3145/epi.2023.may.11
Fletcher, K.-A., & Gbadamosi, A. (2024). Examining social media live stream’s influence on the consumer decision-making: a thematic analysis. Electronic Commerce Research, 24(3), 2175–2205. https://doi.org/10.1007/s10660-022-09623-y
Freeman, R., Marder, B., Gorton, M., & Angell, R. (2023). Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements. Information Technology & People, 36(6), 2312–2337. https://doi.org/10.1108/ITP-09-2021-0679
Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability, 15(2), 1594. https://doi.org/10.3390/su15021594
Glaser, B. G., & Strauss, A. L. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. . Aldine Publishing Company.
Guba, E. G., & Yvonna S. Lincoln. (1985). Naturalistic Inquiry. . Sage.
Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569–592. https://doi.org/10.2501/S0265048708080153
He, W., Gordon, M. L., Popowski, L., & Bernstein, M. S. (2023). Cura: Curation at Social Media Scale. Proceedings of the ACM on Human-Computer Interaction, 7(CSCW2), 1–33. https://doi.org/10.1145/3610186
Heinonen, K., & Medberg, G. (2018). Netnography as a tool for understanding customers: implications for service research and practice. Journal of Services Marketing, 32(6), 657–679. https://doi.org/10.1108/JSM-08-2017-0294
Heo, H., & Lee, S. (2025). Consumer Information-Seeking and Cross-Media Campaigns: An Interactive Marketing Perspective on Multi-Platform Strategies and Attitudes Toward Innovative Products. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 68. https://doi.org/10.3390/jtaer20020068
Hödl, T., & Myrach, T. (2023). Content Creators Between Platform Control and User Autonomy. Business & Information Systems Engineering, 65(5), 497–519. https://doi.org/10.1007/s12599-023-00808-9
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45(1), 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Ingrassia, M., Bellia, C., Giurdanella, C., Columba, P., & Chironi, S. (2022). Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 50. https://doi.org/10.3390/joitmc8010050
Jung, A.-R., & Heo, J. (2021). Does cluttered social media environment hurt advertising effectiveness? The moderation of ad types and personalization. Journal of Research in Interactive Marketing, 15(4), 592–606. https://doi.org/10.1108/JRIM-11-2020-0238
Kemenko Perekonomian. (2025). Dukung Pengembangan Ekosistem Ekonomi Digital, Pemerintah Dorong Peningkatan Infrastruktur dan Sumber Daya Manusia. https://www.ekon.go.id/publikasi/detail/6452/dukung-pengembangan-ekosistem-ekonomi-digital-pemerintah-dorong-peningkatan-infrastruktur-dan-sumber-daya-manusia
Kemp, S. (2025, February 25). Digital 2025: Indonesia. Https://Datareportal.Com/Reports/Digital-2025-Indonesia.
Khan, A., Rezaei, S., & Valaei, N. (2022). Social commerce advertising avoidance and shopping cart abandonment: A fs/QCA analysis of German consumers. Journal of Retailing and Consumer Services, 67, 102976. https://doi.org/10.1016/j.jretconser.2022.102976
Khan, H. U., Naz, A., Alarfaj, F. K., & Almusallam, N. (2025). A transformer-based architecture for collaborative filtering modeling in personalized recommender systems. Scientific Reports, 15(1), 24503. https://doi.org/10.1038/s41598-025-08931-1
Kim, J., & Kim, M. (2024). Viral Dynamics on Social Media: Enhancing Brand Engagement through Meme Marketing Strategies. Journal of Current Issues & Research in Advertising, 1–18. https://doi.org/10.1080/10641734.2024.2390850
Klimashevskaia, A., Jannach, D., Elahi, M., & Trattner, C. (2024). A survey on popularity bias in recommender systems. User Modeling and User-Adapted Interaction, 34(5), 1777–1834. https://doi.org/10.1007/s11257-024-09406-0
Kozinets, V. R. (2015). Netnography: Redefined. Sage.
Kozlov, A. (2024, June 15). Gen Z vs Gen Alpha vs Millennials: Social Media Habits. Https://Www.Wearethereach.Com/Insights/Gen-z-vs-Gen-Alpha-vs-Millennials-Social-Media-Habits.
Lasser, J., & Poechhacker, N. (2025). Designing social media content recommendation algorithms for societal good. Annals of the New York Academy of Sciences, 1548(1), 20–28. https://doi.org/10.1111/nyas.15359
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Liu, G., Chen, Y., & Ko, W. W. (2024). The influence of marketing exploitation and exploration on business-to-business small and medium-sized enterprises’ pioneering orientation. Industrial Marketing Management, 117, 131–147. https://doi.org/10.1016/j.indmarman.2023.12.012
Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3), 376–402. https://doi.org/10.1080/02650487.2020.1788311
Ma, Y., & Hu, Y. (2021). Business Model Innovation and Experimentation in Transforming Economies: ByteDance and TikTok. Management and Organization Review, 17(2), 382–388. https://doi.org/10.1017/mor.2020.69
Madasari, O. (2021). Shall We Dance? Defining Sexuality and Controlling the Body in Contemporary Indonesia. Religions, 12(4), 264. https://doi.org/10.3390/rel12040264
Martínez-Peláez, R., Ochoa-Brust, A., Rivera, S., Félix, V. G., Ostos, R., Brito, H., Félix, R. A., & Mena, L. J. (2023). Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology. Sustainability, 15(14), 11221. https://doi.org/10.3390/su151411221
Matosas-López, L. (2021). The Management of Digital Marketing Strategies in Social Network Services: A Comparison between American and European Organizations. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 65. https://doi.org/10.3390/joitmc7010065
Medina, M., Portilla, I., & Pereira, T. (2023). Questioning Media Audience Engagement for Advertising Purposes and Content Creation. Revista de Comunicación, 22(2), 339–352. https://doi.org/10.26441/RC22.2-2023-3159
Metzler, H., & Garcia, D. (2024). Social Drivers and Algorithmic Mechanisms on Digital Media. Perspectives on Psychological Science, 19(5), 735–748. https://doi.org/10.1177/17456916231185057
Michalos, A. C., & Simon, H. A. (1970). The Sciences of the Artificial. Technology and Culture, 11(1), 118. https://doi.org/10.2307/3102825
Milli, S., Carroll, M., Wang, Y., Pandey, S., Zhao, S., & Dragan, A. D. (2025). Engagement, user satisfaction, and the amplification of divisive content on social media. PNAS Nexus, 4(3). https://doi.org/10.1093/pnasnexus/pgaf062
Mochon, D., & Schwartz, J. (2024). The confrontation effect: When users engage more with ideology-inconsistent content online. Organizational Behavior and Human Decision Processes, 185, 104366. https://doi.org/10.1016/j.obhdp.2024.104366
Mukherjee, S., & Althuizen, N. (2020). Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing, 37(4), 772–788. https://doi.org/10.1016/j.ijresmar.2020.02.008
Newton, G., Zappavigna, M., Drysdale, K., & Newman, C. E. (2022). More than Humor: Memes as Bonding Icons for Belonging in Donor-Conceived People. Social Media + Society, 8(1). https://doi.org/10.1177/20563051211069055
Ning, Y., Hu, C., Tu, T., & Li, D. (2022). Offensive or amusing? The study on the influence of brand-to-brand teasing on consumer engagement behavioral intention based on social media. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.966254
Nurhakim, F. (2025, June 19). Pedagang di TikTok Shop-Tokopedia Cetak Kenaikan Penjualan 95%. Https://Www.Bloombergtechnoz.Com/Detail-News/74666/Pedagang-Di-Tiktok-Shop-Tokopedia-Cetak-Kenaikan-Penjualan-95.
Oba, D., Howe, H. S., & Fitzsimons, G. J. (2025). Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers. Journal of Consumer Research, 52(1), 70–92. https://doi.org/10.1093/jcr/ucae051
Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice (4th ed). Sage.
PBK. (n.d.). FRESIDEN REPUBLIK INDONESIA 2-DEWAN PERWAKILAN RAKYAT REPUBLIK INDONESIA dan PRESIDEN REPUBLIK INDONESIA. Retrieved October 20, 2025, from https://peraturan.bpk.go.id/Details/229798/uu-no-27-tahun-2022
Peña-Fernández, S., Larrondo-Ureta, A., & Moraes-i-Grass, J. (2022). Current affairs on TikTok. Virality and entertainment for digital natives. El Profesional de La Información. https://doi.org/10.3145/epi.2022.ene.06
Pink, S., & Morgan, J. (2013). Short‐Term Ethnography: Intense Routes to Knowing. Symbolic Interaction, 36(3), 351–361. https://doi.org/10.1002/symb.66
Reviglio, U., & Agosti, C. (2020). Thinking Outside the Black-Box: The Case for “Algorithmic Sovereignty” in Social Media. Social Media + Society, 6(2). https://doi.org/10.1177/2056305120915613
Richter, S., Richter, A., & Franklin, D. (2025). Sticky Narratives: How Micro-Influencers Engage and Retain Their Audience Through Storytelling. Australasian Marketing Journal. https://doi.org/10.1177/14413582251340442
Ridwan Maksum, I., Yayuk Sri Rahayu, A., & Kusumawardhani, D. (2020). A Social Enterprise Approach to Empowering Micro, Small and Medium Enterprises (SMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 6(3), 50. https://doi.org/10.3390/joitmc6030050
Rizvanović, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186, 122128. https://doi.org/10.1016/j.techfore.2022.122128
Rosário, A., & Raimundo, R. (2021). Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003–3024. https://doi.org/10.3390/jtaer16070164
Saavedra Torres, J. L., Bhattarai, A., Dang, A., & Rawal, M. (2024). Do you want to be roasted? The boundaries of using dark humor as a brand-to-brand communication strategy. Journal of Research in Interactive Marketing, 18(2), 220–237. https://doi.org/10.1108/JRIM-12-2022-0370
Sangiorgio, E., Di Marco, N., Etta, G., Cinelli, M., Cerqueti, R., & Quattrociocchi, W. (2025). Evaluating the effect of viral posts on social media engagement. Scientific Reports, 15(1), 639. https://doi.org/10.1038/s41598-024-84960-6
Schreiner, T. F., Mandler, T., van Heerde, H. J., & Haiduk, C. (2025). Dynamics of pre-release consumer buzz: Driving communication, search, and participation for market performance. Journal of the Academy of Marketing Science, 53(5), 1261–1281. https://doi.org/10.1007/s11747-024-01077-y
Schwandt, T. A. (2000). Three epistemological stances for qualitative inquiry: Interpretivism, hermeneutics, and social constructionism. In Handbook of qualitative research. Sage Publishing.
Schwemmer, C. (2021). The Limited Influence of Right-Wing Movements on Social Media User Engagement. Social Media + Society, 7(3). https://doi.org/10.1177/20563051211041650
Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Singh, S. (2025). Berapa Banyak Orang yang Menggunakan TikTok (Statistik Pengguna Aktif 2025). https://www.demandsage.com/tiktok-user-statistics/
Speck, P. S., & Elliott, M. T. (1997). The Antecedents and Consequences of Perceived Advertising Clutter. Journal of Current Issues & Research in Advertising, 19(2), 39–54. https://doi.org/10.1080/10641734.1997.10524436
Steen, E., Yurechko, K., & Klug, D. (2023). You Can (Not) Say What You Want: Using Algospeak to Contest and Evade Algorithmic Content Moderation on TikTok. Social Media + Society, 9(3). https://doi.org/10.1177/20563051231194586
Strzelecki, A., Jaciow, M., & Wolny, R. (2024). Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda. International Journal of Consumer Studies, 48(6). https://doi.org/10.1111/ijcs.70001
Sugiyono. (2016). Metode Penelitian Manajemen (5th ed.). ALFABETA, cv.
Suhaimi, I. F., & Batubara, M. (2023). Viral Marketing Pada Usaha Mikro Kecil Menengah (UMKM) Halal. Jurnal Ilmiah Ekonomi Islam, 9(01), 1448–1456. https://doi.org/10.29040/jiei.v9i1.8503
Swart, J. (2021). Experiencing Algorithms: How Young People Understand, Feel About, and Engage With Algorithmic News Selection on Social Media. Social Media + Society, 7(2). https://doi.org/10.1177/20563051211008828
Syalsabila, N., & Hermina, N. (2023). The Interrelations Of Celebrity Endorsement, Social Media Use, And Customer Engagement In Achieving Customer Purchase Decision. Jurnal Manajerial, 10(01), 1. https://doi.org/10.30587/jurnalmanajerial.v10i1.4650
Toar, Y. (2025). Hubungan Influencer Marketing Terhadap Kepercayaan Konsumen Dengan Keputusan Pembelian Produk Kecantikan Sebagai Variabel Moderasi. Jurnal Manajerial, 12(03), 430–449. https://doi.org/10.30587/jurnalmanajerial.v12i03.9857
Veloutsou, C. (2023). Enlightening the brand building–audience response link. Journal of Brand Management, 30(6), 550–566. https://doi.org/10.1057/s41262-023-00331-y
Wahid, R., Mero, J., & Ritala, P. (2023). Editorial: Written by ChatGPT, illustrated by Midjourney: generative AI for content marketing. Asia Pacific Journal of Marketing and Logistics, 35(8), 1813–1822. https://doi.org/10.1108/APJML-10-2023-994
Warren, C., Carter, E. P., & McGraw, A. P. (2019). Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes. International Journal of Advertising, 38(7), 1025–1045. https://doi.org/10.1080/02650487.2019.1620090
Wei, S., Gao, J., Zhao, T., & Deng, S. (2025). Influence of Goal-Framing Type and Product Type on Consumer Decision-Making: Dual Evidence from Behavior and Eye Movement. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 237. https://doi.org/10.3390/jtaer20030237
Wibisono, D. (2023). INCREASING EPISTEMIC VALUE AND RATE THROUGH FLOW VALUE CO-CREATION PERSPECTIVE OF SERVICE-DOMINANT LOGIC THEORY. Jurnal Manajerial, 10. https://doi.org/10.30587/manajerial.v10i03.5607
Wu, B. T., & Newell, S. J. (2003). The Impact of Noise on Recall of Advertisements. Journal of Marketing Theory and Practice, 11(2), 56–65. https://doi.org/10.1080/10696679.2003.11658496
Zeng, J., & Kaye, D. B. V. (2022). From content moderation to visibility moderation : A case study of platform governance on TikTok. Policy & Internet, 14(1), 79–95. https://doi.org/10.1002/poi3.287
Zhang, M., & Wang, Z. (2024). A study on the backlash mechanism in the propagation of brand marketing information in social network. Social Network Analysis and Mining, 14(1), 216. https://doi.org/10.1007/s13278-024-01378-8
Ященко, О. (2025). ІНФОРМАЦІЙНИЙ ШУМ ТА МАРКЕТИНГОВІ ІНСТРУМЕНТИ ДЛЯ ЙОГО ПОДОЛАННЯ. Economic Journal of Lesya Ukrainka Volyn National University, 4(40), 151–157. https://doi.org/10.29038/2786-4618-2024-04-151-157
