User generated content sebagai strategi komunikasi pemasaran digital: studi kasus fenomena #shopeehaul
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Keywords:
#ShopeeHaul, User Generated Content, Digital Marketing
Abstract
The dynamic development of communication technology certainly brings changes in various aspects including marketing. The presence of digital channels brings new access for companies or brands to convey their marketing messages. The difference between analogue and digital marketing, of course, results in different marketing strategies. Changes in the orientation of the product to consumers also have an effect. In digital marketing, user generated content is an important feature, especially with the increasing number of social media users, including in Indonesia. As in the case of the '#Shopee Haul’ phenomenon, where user generated content becomes a digital marketing strategy that has a positive impact on product sales. This research focuses on how user generated content can be an effective digital marketing strategy from a user perspective, using descriptive qualitative methods and case studies. Primary data sources were obtained from interviews with informants who met the criteria (purposive sampling), and were supported by secondary data sources derived from participatory observation. As a result, user generated content can be an effective digital strategy due to the features attached to UGC itself, such as personal values and individual creativity, motivation to share information and social benefits.
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Sutopo, H.B. (2002). Metodologi Penelitian Kualitatif, Dasar Teori dan Terapannya dalam Penelitian. Surakarta : UNS Press
Spiller, L., & Tuten, T. (2015). Integrating metrics across the marketing curriculum: The digital and social media opportunity. Journal of Marketing Education, 37(2), 114-126.
Stevanov, B., Gračanin, D., Suzić, N., & Tešić, Z. (2017). Visibility of Industry 4.0 on social networks. In XVII International Scientific Conference on Industrial Systems (IS’17) (Vol. 1, pp. 78-83).
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Tham, A., Croy, G., & Mair, J. (2013). Social Media in Destination Choice: Distinctive Electronic Word-ofMouth Dimensions. Journal of Travel and Tourism Marketing, 30(1–2), 144–155. https://doi.org/10.1080/10548408.2 013.751272
Tsiakali, K. (2018). User-generated-content versus marketing-generated-content: Personality and content influence on traveler’s behavior. Journal of Hospitality Marketing & Management, 27(8), 946-972.
Vieira, V. A., Severo de Almeida, M. I., Gabler, C. B., Limongi, R., Costa, M., & Pires da Costa, M. (2021). Optimising digital marketing and social media strategy: from push to pull to performance. Journal of Marketing Management, 1-31.
Vy, L. M. (2021). The fomo effect on e-commerce marketing communication-a qualitative study on generation Z online shopping behavior in Vietnam based on Shopee Pte ltd as case study. (Doctoral dissertation, Vietnamese-German University).
Yang, H.-P. (Sophie), & Mutum, D. S. (2015). Electronic Word-of-Mouth for University Selection. In Journal of General Management (Vol. 40,Nomor 4, hal. 23–44). https://doi.org/10.1177/0306307015 04000403
Yap, K. B., Soetarto, B., & Sweeney, J. C. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective. Australasian Marketing Journal, 21(1), 66–74.https://doi.org/10.1016/j.ausmj.2012.09.001
Anderson, K. E. (2020). Getting acquainted with social networks and apps: it is time to talk about TikTok. Library Hi Tech News.
Ankerson, M. S. (2015). Social media and the “read-only” web: Reconfiguring social logics and historical boundaries. Social Media+ Society, 1(2), 2056305115621935.
Azpeitia, J. (2021). Social Media Marketing and its Effects on TikTok Users. (Bachelor Thesis, Vaasan Ammattikorkeakoulu University Of Applied Sciences, 2021). Diakses dari https://www.theseus.fi/bitstream/handle/10024/494757/Final%20Thesis%20Janell%20Azpeitia.pdf?sequence=2&isAllowed=y
Bailey, P. E. (2020). Emerging Digital Marketing Strategies Using Mobile Instant Messaging.
Banerjee, S., Dellarocas, C., & Zervas, G. (2021). Interacting User-Generated Content Technologies: How Questions & Answers Affect Consumer Reviews. Journal of Marketing Research. 00222437211020274.
Basrowi dan Sukidin. (2002). Metode Penelitian Kualitatif Perspektif Mikro. Surabaya: Insan Cendekia.
Chia, A. (2012). Welcome to me-mart: The politics of user-generated content in personal blogs. American Behavioral Scientist, 56(4), 421-438.
Choudhary, N., Gautam, C., & Arya, V. (2020). Digital Marketing Challenge And Opportunity With Reference To Tiktok-A New Rising Social Media Platform. Editorial Board, 9(10).
Colicev, A., Kumar, A., & O'Connor, P. (2019). Modeling the relationship between firm and user generated content and the stages of the marketing funnel. International Journal of Research in Marketing, 36(1), 100-116.
Erragcha, N., & Romdhane, R. (2014). New faces of marketing in the era of the web: from marketing 1.0 to marketing 3.0. Journal of Research in Marketing, 2(2), 137-142.
Estrella-Ramón, A., dan Ellis-Chadwick, F. (2017). Do different kinds of user-generated content in online brand communities really work?. Online Information Review, 41(7), 954— 968.
Geliskhanov Islam, Z., Yudina Tamara, N., & Babkin Alexander, V. (2018). Digital platforms in economics: essence, models, development trends. St. Petersburg State Polytechnical University Journal. Economics, 74(6), 22-36.
Heidrick, S. (2009). Corporate Governance Report 2009–Boards in turbulent times.
Hidayat, N. K., & Tobing, R. (2012). Enhancing Netizen As A Digital Marketing Activity Toward Strategic Branding: A Case Study of “XYZ” Brand. The Winners, 13(1), 58-65.
HootSuite. (2020). Digital 2020 Report. Diakses pada 20 April 2021 pukul 10.39 dari https://wearesocial.com/blog/2020/01/digital-2020/
Kotler, P., & Keller, K. L. (2008). Marketing strategy. London : Business Forum.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166-186.
Miles, Mathew B dan A. Michael Huberman. (1992). Analisis Data Kualitatif. Terjemahan Tjetjep Rohendi Rosidi. Jakarta: UI – Press.
Mohammad, J., Quoquab, F., Thurasamy, R., & Alolayyan, M. N. (2020). The Effect of User-Generated Content Quality on Brand Engagement: The Mediating Role of Functional and Emotional Values. Journal of Electronic Commerce Research, 21(1), 39
Moleong, Lexy J. (2001). Metodologi Penelitian Kualitatif. Bandung: Remaja Rosdakarya.
Mou, J. B. (2020). Study on social media marketing campaign strategy--TikTok and Instagram. (Doctoral dissertation, Massachusetts Institute of Technology).
Müller, J., & Christandl, F. (2019). Content is king–But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46-55.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10-29.
Mustonen, P. (2009). Social media: a new way to success?
Nguyen, H., Martin, B. A., & Kerr, G. (2021). Effects of Materialism on Brand-Related User-Generated Content and Positive WOM on Social Media. Australasian Marketing Journal, 18393349211054230.
O’Hern, M. S., & Kahle, L. R. (2013). The Empowered Customer: User-Generated Content and the Future of Marketing. Global Economics and Management Review, 18(1), 22–30. https://doi.org/10.1016/s2340-1540(13)70004-5
Organisation for Economic Co-operation and Development. (2007). Participative Web and User-Created Content. Directorate for Science, Technology and Industry Committee for Information, Computer, and Communications Policy. 1-66. https://doi.org/10.1787/9789264037472-en
Praditasetyo, D., & Saputri, M. E. (2021). Pengaruh Social Media Marketing Melalui Aplikasi Tiktok Terhadap Keputusan Pembelian Online Pada Shopee Indonesia. eProceedings of Management, 8(5).
Rensink, J. (2013). What motivates people to write online reviews and which role does personality play?
Rohmatulloh, C., & Sari, D. (2021). Pengaruh Online Customer Review Terhadap Minat Beli Dengan Kepercayaan Sebagai Variabel Intervening Pada Shopee. eProceedings of Management, 8(3).
Saefudin, A. (2008). Perkembangan Teknologi Komunikasi: Perspektif Komunikasi Peradaban. Mediator: Jurnal Komunikasi, 9(2), 383-392.
Sutopo, H.B. (2002). Metodologi Penelitian Kualitatif, Dasar Teori dan Terapannya dalam Penelitian. Surakarta : UNS Press
Spiller, L., & Tuten, T. (2015). Integrating metrics across the marketing curriculum: The digital and social media opportunity. Journal of Marketing Education, 37(2), 114-126.
Stevanov, B., Gračanin, D., Suzić, N., & Tešić, Z. (2017). Visibility of Industry 4.0 on social networks. In XVII International Scientific Conference on Industrial Systems (IS’17) (Vol. 1, pp. 78-83).
Tempo.co. (2020, September 17). Survei MarkPlus: Shopee Paling Diingat Konsumen E-Commerce. Diakses Oktober 12, 2021, dari Tempo.co: https://bisnis.tempo.co/read/1387374/surveimarkplus-shopee-paling-diingat-konsumen-e-commerce/full&view=ok
Tham, A., Croy, G., & Mair, J. (2013). Social Media in Destination Choice: Distinctive Electronic Word-ofMouth Dimensions. Journal of Travel and Tourism Marketing, 30(1–2), 144–155. https://doi.org/10.1080/10548408.2 013.751272
Tsiakali, K. (2018). User-generated-content versus marketing-generated-content: Personality and content influence on traveler’s behavior. Journal of Hospitality Marketing & Management, 27(8), 946-972.
Vieira, V. A., Severo de Almeida, M. I., Gabler, C. B., Limongi, R., Costa, M., & Pires da Costa, M. (2021). Optimising digital marketing and social media strategy: from push to pull to performance. Journal of Marketing Management, 1-31.
Vy, L. M. (2021). The fomo effect on e-commerce marketing communication-a qualitative study on generation Z online shopping behavior in Vietnam based on Shopee Pte ltd as case study. (Doctoral dissertation, Vietnamese-German University).
Yang, H.-P. (Sophie), & Mutum, D. S. (2015). Electronic Word-of-Mouth for University Selection. In Journal of General Management (Vol. 40,Nomor 4, hal. 23–44). https://doi.org/10.1177/0306307015 04000403
Yap, K. B., Soetarto, B., & Sweeney, J. C. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective. Australasian Marketing Journal, 21(1), 66–74.https://doi.org/10.1016/j.ausmj.2012.09.001
Published
2021-12-30
How to Cite
Nisrina, R. G. (2021). User generated content sebagai strategi komunikasi pemasaran digital: studi kasus fenomena #shopeehaul. Jurnal Komunikasi Profesional, 5(6), 558-571. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4463
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