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Social media marketing in Indonesian Social Enterprise: The effect of members’ level of participation on brand trust and brand commitment

Social enterprises, as one of the way of doing business
are on the rise and emerging from the innovations of decades of
social initiatives. In simple way, social enterprises use the business
platform to achieve social and/or environmental objectives whilst
simultaneously seeking a financial return. In Indonesia, the number
of social enterprise are rapidly growing in line with National
Entrepreneurship Movement, Government Initiative to increase
numbers of entrepreneur in Indonesia. This year, Indonesian
Government allocate 100 billion Indonesian rupiahs to encourage and
develop small medium enterprise.
In 2016, there are approximately 132,7 million people in Indonesia
who are using the internet actively. This makes Indonesia as the 6th
largest internet user in the world. Most of them were using the
internet to access Online shop (62%) or using the internet for
business purpose (34,2%). Based on the data from Indonesian
Ministry of Communication and Information there are 129,2 million
people or about 97,4% people in Indonesia actively accessing social
media. This fact related with the condition that many entrepreneurs
nowadays using social media as their business platform, including
many of social entrepreneurs in Indonesia.
We do agree that internet has revolutionized communication,
allowing individuals and organizations to overcome geographical and
time constraints. Consequently, that allows consumers and companies
to connect around the world at any time. Social media as a part of the
revolutionized communication are defined as ―a second generation
of Web development and design, that aims to facilitate
communication, secures information sharing, interoperability, and
collaboration on the World Wide Web. With their increasing use
recently, these sites are perceived as tools for creating online
communities of users who share interests, activities, and objectives.
Many companies view the use of online communities in social media
as a profitable marketing tool from which they can derive several
benefits. Through social media, consumers share experiences with
and suggest ideas to others while developing new relationships within
their communities. Previous research has shown the activity will
impact brand trust and brand commitment that considered as
important factors in enhancing relationships between business and its
consumer.
Therefore, this study intends to identify the benefits that participants
in online communities seek and examine the relationships between
members’ levels of participation, brand trust, and brand commitment
by using Partial Least Square. Sample of this study consisted of
member or follower in several social media from selected social
enterprise in Indonesia.
Findings of this study expected to provide significant insights for the
researchers and marketers. Thus, the study contributes to the
understanding of consumer behavior in social media and from the
practical perspective, the study suggests some strategies to effectively
design marketing strategies which can strengthen the relationships
with current consumers and attract potential consumers.

Ketersediaan

Informasi Detail

Judul Seri

No. Panggil

-

Penerbit

Tokyo, Japan : World Academy of Science, Engineering and Technology (WASET)., 2017

Deskripsi Fisik

-

Bahasa

English

ISBN/ISSN

-

Klasifikasi

-

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

SOCIAL MEDIA
BRAND TRUST
BRAND COMMITMENT
SOCIAL ENTERPRISE

Info Detail Spesifik

Makalah dipresentasikan pada "ICMM 2017 : 19th International Conference on Marketing Management". World Academy of Science, Engineering and Technology (WASET). TOKYO, JAPAN, 28-29 May-2017.

Pernyataan Tanggungjawab

Irsanti Hasyim, Christian Wibisono, Angela Teressia

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