THE INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON BRAND COMMUNITY

Abstract
This article examines the relationship between internal corporate communication and brand community for millennial employees at digital startup companies in Jakarta. The research method uses a quantitative test with SEM-Model. Quantitative test is used to test the model between internal corporate communication and brand community. The dimensions used in the internal corporate communication variables in this study refer to research by Sharma & Kamalanabhan (2012) which consists of brand message effectiveness, brand feedback, and communication channels, while the dimensions of brand community variables used refer to the research by Nambisan & Nambisan (2008) namely the experience of information, socialization, human-machine interaction, and entertaining. The results of this study indicate that there is a strong influence between the company's internal communication management on brand community activities. To cite this article (7th APA style): Fortunisa, A. & Elsyah, R. D. (2022). The Influence of Internal Corporate Communication on Brand Community. Journal Communication Spectrum: Capturing New Perspectives in Communication, 12(1), xx-xx. https://doi.org/10.36782/jcs.v12i1.2245