Hashtags and Identity Campaigns as Conversational Themes within the Salmine Fanbase: A Netnographic Study of Salma Salsabil’s Fan Community on X

Muhammad Fikri, Pandan Yudhapramesti, Sri Seti Indriani

Abstract


Salmine is a fan community established to support Indonesian singer Salma Salsabil. This fanbase is not only active in expressing emotional support but also plays a strategic role in shaping digital conversations through the use of hashtags on the social media platform X. This study aims to analyze one of the main themes within Salmine’s digital discourse, namely the use of hashtags as a means of constructing collective identity and executing digital campaign strategies. Employing a netnographic approach combined with cultural engagement, this research explores how hashtags are utilized to foster solidarity and expand the reach of fan-driven messages. Data were collected through online observation, documentation of social media posts, and data crawling via the NoLimit Dashboard to map the performance of hashtag campaigns. The findings reveal that Salmine’s digital campaigns, categorized under the Hashtag & Identity Campaign, generated a high level of interaction: 66,600 likes, 8,900 shares, and 9,000 talks, with a total engagement of 75,500. In total, 935 unique accounts were actively involved, and both reach and views were recorded at 2 million each. Prominent hashtags such as #ranxsalmasalsabil, #bungahatisalmasalsabil, and #rumahsalmasalsabil emerged as key elements in orchestrating collective conversations and reinforcing the community’s digital identity. These strategies were implemented collectively by both national and regional fan accounts, reflecting a high degree of participation and digital solidarity.

Keywords


Digital Fan Culture ; Fanbase Netnographic ; Hashtag Campaign ; Local Fanbase ; Salmine Fanbase

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DOI: https://doi.org/10.17509/jpis.v34i2.80830

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