scholarly journals Kiprah Aktor Warganet melalui Media Sosial dalam Pemasaran Digital: Studi Kasus pada #HondaBeAT

2021 ◽  
Vol 11 (1) ◽  
pp. 19
Author(s):  
Bambang Arianto ◽  
Andriya Risdwiyanto
Keyword(s):  
Social Media ◽  
Millennial Generation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Building Relationships ◽  
Generation Z ◽  
Service Brand ◽  
Social Media Platforms ◽  
Use Of Social Media

<em><span lang="EN-US">This study aims to determine the role of netizen actors on social media in the digital marketing of a product brand, like #HondaBeAT. Nowadays, the use of social media to exchange information is increasing for the dissemination of messages and other contents. In the digital marketing ecosystem, social media plays an important role in introducing products, enhancing a positive image, and building relationships with customers. The use of social media platforms, such as Twitter and Instagram, has attracted the attention of the younger generation, especially the millennial generation (Y) and the post-millennial generation (Z). The level of effectiveness of digital marketing is also influenced and determined by the progress of netizen actors, such as followers, influencers, and buzzers. Their role is increasingly important to convey information more effectively through various product and service brand content on various social media platforms. This study uses a qualitative approach to analyze data from social media conversations on Twitter and Instagram within a certain period of time with the help of the Drone Emprit Academic (DEA) application. This research reveals the progress of netizen actors on the company’s official accounts of Twitter and Instagram as a basic understanding for designing and compiling digital marketing strategies using product brand hashtags. This study also found that the netizen actors studied had their respective roles in strengthening the delivery of messages and content on social media.</span></em>

scholarly journals Understanding Digital Consumer: Generation Z Online Shopping Prefences

2019 ◽  
Vol 8 (2) ◽  
pp. 925-929
Keyword(s):  
Social Media ◽  
Information Needs ◽  
Online Shopping ◽  
Descriptive Analysis ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Generation Z ◽  
First Choice ◽  
Social Media Platforms

This research tests the preferences of generation Z in online shopping, which platforms they use more often and become their choice in shopping online. This study used a direct survey to collect data from 513 respondents with consumers intercepting randomly in several locations Survey questions are compiled from previous research questions and focus group discussions (FGD). the collected data is processed qualitatively uses descriptive analysis to clearly describe the preferences of generation Z. The results showed that generation z preference on online shopping was influenced by high visual-person involvement with images or images, the need for justice, instant thinking, clear information needs in online shopping affecting their choice of social media as a first choice but they also appreciated the market places platform because of its convenience features. Generation Z was chosen in this study because this generation has an important role in determining the standards of online marketing. This research is important for the world of digital marketing where the results of this study are useful to support the planning of effective and efficient digital marketing strategies. Online shopping has become a trend today and can be done more easily through the presence of an online shopping platform. Nevertheless social media is also an alternative in shopping online. Many of consumers use social media platforms to shop online. Both types of platforms, which are preferred and what determines the preferences for shopping online is really important to understand for help business to decide effective and efficient marketing strategies for them

scholarly journals Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses

2019 ◽  
Vol 44 (1) ◽  
pp. 17-35
Author(s):  
Seerat Sohal ◽  
Harsandaldeep Kaur
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Developed Countries ◽  
Political Campaigns ◽  
Marketing Strategies ◽  
Political Marketing ◽  
Political Advertisements ◽  
Use Of Social Media ◽  
The Relationship

The present study is an endeavour to broaden the research on the use of social media websites in political campaigns beyond the ambit of developed countries. This article focuses on scrutinizing the role of YouTube during 2014 Indian Parliamentary elections—the first ‘social media’-based elections in India. The methodology of data collection incorporates the content analysis of 147 YouTube-based audio–visual political advertisements, associating the message characteristics (natures, types and appeals) with message reach (number of views) and viewer engagement (types of comments). The results reveal the failure of the viewers to recognize the association between message reach and viewers’ engagement with message characteristics, confirming the ‘marginal’ use of YouTube. However, the study recommends the incorporation of contemporary, Internet-based social media advertising tools along with the traditional tools in the future political marketing campaigns. This article is instrumental for political marketers and consultants in devising political marketing strategies.

Political ‘apptivism’ in the Middle East: The case of iNakba

2019 ◽  
Vol 26 (3) ◽  
pp. 658-673
Author(s):  
Oren Golan ◽  
Noam Tirosh
Keyword(s):  
Social Media ◽  
Arab World ◽  
Educational Tool ◽  
Ethnographic Fieldwork ◽  
Agents Of Change ◽  
Social Media Platforms ◽  
Grassroots Level ◽  
Use Of Social Media ◽  
Scholarly Attention

The use of social media in the Arab world has drawn an increasing amount of scholarly attention. Research addressing ‘Arab Spring’ upheavals and Islamic military movements has demonstrated grassroots level and often spontaneous uses of social media platforms. However, little attention has been paid to political apps as an emergent means of communication. Specifically, this study asks how users and developers view the use of political apps within the Israeli–Palestinian context by focusing on iNakba – an app that enables users to navigate Palestinian villages that were destroyed during the 1948 war and its aftermath. Ethnographic fieldwork and qualitative analysis of interviews with iNakba users and developers uncover three key facets of the app: (1) crowd mobilization, (2) educational tool that reanimates the invisible landscape of pre-1948 Palestine, and (3) promoting the Palestinian narrative. The study illuminates the role of political apps as agents of change for identity building and shaping users’ political consciousness.

scholarly journals The role of social media in e-Government: systematic literature review and case of Jordan

2020 ◽  
Vol 338 ◽  
pp. 363-379
Author(s):  
Nemer Aburumman ◽  
Róbert Szilágyi
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Web Of Science ◽  
The World ◽  
Social Media Platforms ◽  
Main Determinants ◽  
Governmental Institutions ◽  
Use Of Social Media

Social media has become a new revolution in communications and most governments around the world use these platforms as two-way communication between them and the citizens. The Jordanian government started using these platforms early, so this paper came to examine the Jordanian's practice on these platforms. The paper use two way of analysis, the first one was a systematic literature review in the largest two databases (Scopus and Web of Science). After the literature has been analysed and the paper found the best practices for governments around the world, three main determinants were identified for any government to start the use of social media (presence, up to date information and interaction). The most popular Jordanian's social platforms (Facebook, Twitter, and YouTube) have been selected to start the analyses and 52 Jordanian governmental institutions (all the 25 ministries and 27 institutions belong to the prime ministry) have been analysed. After the institutions' websites and their pages or accounts on social media platforms scanned and analysed, most of the institutions have fulfilled the first two criteria (presence) and 77% shows that they have appearances on social media and (up to date information) 67% of the institutions regularly updated their information. But for the last criteria (interaction) we have found that the institutions still need to improve their interactions with the citizens since the results showed only 38% of these institutions have interaction on their pages or accounts on social media.

Social Media for Political Change

2015 ◽  
pp. 55-66 ◽  
Author(s):  
Mohamad Alkhouja
Keyword(s):  
Social Media ◽  
Arab World ◽  
Power Balance ◽  
Social Media Platforms ◽  
Online Activism ◽  
Inherent Nature ◽  
Use Of Social Media ◽  
Media Firms ◽  
The Impact

This chapter discusses the role of social media in the uprisings of the Arab world. It argues that the seemingly democratizing impact of online activism is not due to the inherent nature of social media as a tool for democracy but rather an outcome of the equilibrium of forces that shaped the use of social media platforms by all three main players. Activists, governments, and social media firms formed a triangle of powers that influenced the use of social media during the Arab movements. In a different context, the outcome of such power balance can arguably inhibit citizens' rights and empower governments. To this end, the chapter first explores the use of social media platforms from the perspective of activists, governments, and social media firms, then presents a framework to understand the impact of all three in shaping the use of social media during the uprisings. The chapter then concludes that the projections of the role of social media on other movements in the world must not be made without understanding the underlying complexities and dynamics of these movements.

scholarly journals Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards

2018 ◽  
Vol 13 (2) ◽  
pp. 41-56
Author(s):  
Rashmiranjan Choudhury ◽  
Priyakrushna Mohanty
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Service Industry ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Tourism Marketing ◽  
The Social ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Effective Use

Marketing has reached new heights with social media platforms. In the changing scenario of the service industry, tourism is seen to receive the most attention from customers, stakeholders and other sectors through social media. The development of communication technology has enriched social media marketing. In India, Facebook has taken a lead role because of its market outreach and user count. Different tourism associates use this medium to showcase their products and services. In this context, Kerala is way ahead in social media marketing strategies while Odisha is in the niece states. This paper aims to analyse the social media marketing strategies adopted by the Odisha tourism board and other tourism boards through a comparative analysis. The study suggests some strategic measures for Odisha tourism board to ensure the effective use of social media in tourism.

scholarly journals ROLE OF SOCIAL MEDIA IN MARKETING OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) PRODUCT DURING COVID 19 PANDEMIC

2020 ◽  
Vol 1 (2) ◽  
pp. 239-249
Author(s):  
Arifah Hidayati ◽  
Melvi Yansi
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Good Prospect ◽  
Medium Enterprises ◽  
The Impact ◽  
Online Buying ◽  
Insight Into

This study aims to explain how the role of social media in marketing MSME products during the Covid 19 pandemic in DKI Jakarta. This research method is qualitative by using phenomenological predictions. The results of this study explain that MSMEs are more dominant in using the TikTok, Instagram, Facebook, and WhatsApp applications in promoting their products because they are easier to implement and can attract more consumer interest through interesting videos and photos. Therefore, social media provides a good prospect for increasing the sales of MSME products in DKI Jakarta which is experiencing the impact of the COVID-19 pandemic. This is because the digital marketing system provides an online buying and selling platform, in order to facilitate the ordering and purchasing process. So that consumers can interact with MSME owners to make transactions directly. The results of this study suggest that MSME have to understand and add insight into the importance of digital marketing strategies to support the sustainability of MSME businesses. Digital marketing is an opportunity that can be developed to achieve maximum business benefits during the COVID-19 pandemic.

Pendampingan Digital Marketing Sebagai Strategi Pemasaran Usaha Budidaya Lele

2021 ◽  
Vol 4 (2) ◽  
pp. 187
Author(s):  
Khusnul Rofida Novianti ◽  
Kenny Roz ◽  
Chalimatuz Sa'diyah
Keyword(s):  
Social Media ◽  
Fish Consumption ◽  
Nutritional Value ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Indonesian Government ◽  
Social Media Platforms ◽  
Community Movement

Since 2018, the Indonesian government through the Ministry of Maritime Affairs and Fisheries has encouraged people to increase fish consumption through the Fish Eating Community Movement (GEMARIKAN) program. One of the popular fisheries commodities and has high nutritional value is catfish. Unfortunately, the catfish farming business is not widely known and uses technology and good marketing strategies. For this reason, assistance is needed regarding digital marketing in the catfish cultivation business in Mulyoagung Village, Dau District, Malang Regency. The implementation of this activity is carried out in a combination of online and offline, creating Google My Business, as well as using digital marketing in the catfish cultivation business. The results of this activity are brands, Google My Business links, and several social media platforms that are used as marketing strategies whose development will continue to be monitored regularly

Social Media for Political Change

2014 ◽  
pp. 26-36
Author(s):  
Mohamad Alkhouja
Keyword(s):  
Social Media ◽  
Arab World ◽  
Power Balance ◽  
Social Media Platforms ◽  
Online Activism ◽  
Inherent Nature ◽  
Use Of Social Media ◽  
Media Firms ◽  
The Impact

This chapter discusses the role of social media in the uprisings of the Arab world. It argues that the seemingly democratizing impact of online activism is not due to the inherent nature of social media as a tool for democracy but rather an outcome of the equilibrium of forces that shaped the use of social media platforms by all three main players. Activists, governments, and social media firms formed a triangle of powers that influenced the use of social media during the Arab movements. In a different context, the outcome of such power balance can arguably inhibit citizens' rights and empower governments. To this end, the chapter first explores the use of social media platforms from the perspective of activists, governments, and social media firms, then presents a framework to understand the impact of all three in shaping the use of social media during the uprisings. The chapter then concludes that the projections of the role of social media on other movements in the world must not be made without understanding the underlying complexities and dynamics of these movements.

Data literacies for the postdemographic social media self

First Monday ◽  
2017 ◽  
Author(s):  
Anthony McCosker
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Potential Role ◽  
Continuous Production ◽  
Presentation Of Self ◽  
Social Data ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Media Practices

In a postdemographic world, characterized by the continuous production and calculation of social data in the form of likes, comments, shares, keywords, locations or hashtags, social media platforms are designed with techniques of market segmentation in mind. “Datafication” challenges the agency of participatory social media practices and traditional accounts of the presentation of self in the use of social media. In the process, a tension or paradox arises between the personal, curative or performative character of social media practices and the calculative design and commercial usefulness of platforms and apps. In this paper I interrogate this paradox, and explore the potential role of metrics and analytics for emergent data literacies. By drawing together common self-oriented metrics across dominant platforms, the paper emphasizes analytics targets around a) profile, b) activity, c) interactivity and d) visibility, as a step toward developing new data literacies.

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