Telaah literatur terhadap perkembangan social network sites (sns) sebagai sarana dan strategi pemasaran
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Keywords:
Advertisement (ads), Digital Marketing, eWOM, Literature Review, dan Social Network Sites (SNS)
Abstract
Meningkatnya penggunaan sosial media tidak hanya memberikan perubahan pandangan khalayak terhadap internet namun juga mengubah bagaimana khalayak berkomunikasi dan berinteraksi. Dalam hal ini, Social Network Sites (SNS) seperti Facebook, Instagram, Twitter, LinkedIn, dan lain sebagainya memberikan pengaruh yang sangat signifikan dalam berbagai industri khususnya pemasaran (marketing). Dengan meningkatnya pengguna SNS, strategi pemasaran beralih ke digital - digital marketing. Hal ini menyebabkan pelaku bisnis harus melakukan adaptasi melalui ekspansi strategi. Dengan demikian, studi penelitian ini dibuat dengan menggunakan metode telaah literatur terhadap pemanfaatan SNS oleh industri sebagai sarana dan strategi pemasaran suatu produk melalui electronic word-of-mouth (eWOM), periklanan, serta membangun relasi dengan konsumen. Hasil studi menunjukkan bahwa strategi eWOM dan periklanan pada SNS merupakan strategi yang tepat untuk meningkatkan citra dan minat beli konsumen akan suatu produk. Walaupun tidak jauh berbeda dengan hasil dari telaah literatur pada beberapa jurnal yang dipilih namun dapat dilihat bahwa kedua strategi memiliki pandangan yang sejajar bahwa SNS menjadi medium yang paling populer saat ini dimana kehadirannya terbukti dapat meningkatkan keterlibatan konsumen dalam membangun citra terhadap suatu produk. Penelitian diharapkan dapat memberikan kontribusi pada kajian terkait SNS dan digital marketing sehingga institusi, perusahaan, aktor terkait, dan pemangku kepentingan yang bergerak di industri pemasaran dapat menggunakan penelitian sebagai pertimbangan dalam mengembangkan strategi komunikasi pemasaran yang terintegrasi pada era saat ini. Walaupun SNS menjadi topik populer dalam setiap pembahasan, studi penelitian terkait dengan engagement konsumen dan komunikasi eWOM dan iklan pada SNS masih tergolong terbatas. Dengan demikian, penelitian ini dibuat untuk melengkapi gap tersebut.
References
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Kucukemiroglu, S., & Kara, A. (2015). Online word-of-mouth communication on social networking sites. International Journal of Commerce and Management, 25(1), 2–20. https://doi.org/10.1108/IJCoMA-11-2012-0070
Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior, 64, 710–718. https://doi.org/10.1016/J.CHB.2016.07.027
Lin, S., Yang, S., Ma, M., & Huang, J. (2018). Value co-creation on social media. International Journal of Contemporary Hospitality Management, 30(4), 2153–2174. https://doi.org/10.1108/IJCHM-08-2016-0484
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Mukherjee, K., & Banerjee, N. (2019). Social networking sites and customers’ attitude towards advertisements. Journal of Research in Interactive Marketing, 13(4), 477–491. https://doi.org/10.1108/JRIM-06-2018-0081
Musetti, A., Manari, T., Billieux, J., Starcevic, V., & Schimmenti, A. (2022). Problematic social networking sites use and attachment: A systematic review. Computers in Human Behavior, 131, 107199. https://doi.org/10.1016/J.CHB.2022.107199
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Porter, M., & Kramer, M. (2011). Creating Shared Value. Harvard Business Review, 89, 62–77.
Salvation, M., & Azura Adzharuddin, N. (2014). The Influence of Social Network Sites (SNS) upon Academic Performance of Malaysian Students. International Journal of Humanities and Social Science, 4(10). www.ijhssnet.com
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Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31–53. https://doi.org/10.1108/JRIM-02-2014-0007
Spiliotopoulos, T., & Oakley, I. (2020). An exploration of motives and behavior across Facebook and Twitter. Journal of Systems and Information Technology, 22(2), 201–222. https://doi.org/10.1108/JSIT-12-2019-0258/FULL/PDF
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Torraco, R. J. (2016). Writing Integrative Reviews of the Literature: Methods and Purposes. International Journal of Adult Vocational Education and Technology (IJAVET), 7(3), 62–70.
Valenzuela, S., Kim, Y., & de Zuniga, H. G. (2012). Social Networks that Matter: Exploring the Role of Political Discussion for Online Political Participation. International Journal of Public Opinion Research, 24(2), 163–184.
Zaraket, S. (2021). Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth. Routledge.
Zhang, Y., & Leung, L. (2014). A review of social networking service (SNS) research in communication journals from 2006 to 2011. New Media & Society, 17(7), 1007–1024. https://doi.org/10.1177/1461444813520477
Zhao, X., Lampe, C., & Ellison, N. B. (2016). The Social Media Ecology: User Perceptions, Strategies and Challenges. Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems, 89–100. https://doi.org/10.1145/2858036.2858333
Zulkanain, N. A., Miskon, S., Abdullah, N. S., Ali, N. M., & Bahari, M. (2018). Social Network Sites (SNS) Utilization in Learning Landscape – Systematic Literature Review. Advances in Intelligent Systems and Computing, 843, 963–972. https://doi.org/10.1007/978-3-319-99007-1_89
Aggarwal, C. C., & Yu, P. S. (2012). On the network effect in Web 2.0 applications. Electronic Commerce Research and Applications, 11(2), 142–151. https://doi.org/10.1016/J.ELERAP.2011.11.001
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172–180. https://doi.org/https://doi.org/10.1016/j.indmarman.2015.09.003
Arya, V., Sethi, D., & Verma, H. (2018). Are emojis fascinating brand value more than textual language? Mediating role of brand communication to SNS and brand attachment. Corporate Communications: An International Journal, 23(4), 648–670. https://doi.org/10.1108/CCIJ-03-2018-0036
Barassi, V., & Treré, E. (2012). Does Web 3.0 come after Web 2.0? Deconstructing theoretical assumptions through practice: New Media & Society, 14(8), 1269–1285. https://doi.org/10.1177/1461444812445878
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016
Baumeister, R. F. (2013). Writing a Literature Review. The Portable Mentor (Prinstein, Ed.).
Carlos Martins Rodrigues Pinho, J., & Soares, A. M. (2011). Examining the technology acceptance model in the adoption of social networks. Journal of Research in Interactive Marketing, 5(2/3), 116–129. https://doi.org/10.1108/17505931111187767
Chadwick, R. (2012). Encyclopedia of Applied Ethics (Second Edition). In E.-C. R. Chadwick (Ed.), Encyclopedia of Applied Ethics (Second Edition). Academic Press.
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Dogra, P. (2021). Predictors Of Social Networking Sites (SNS) Influence For Restaurant Industry. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12, 1579–1584. https://doi.org/10.17762/turcomat.v12i5.2130
Fink, A. (2014). Conducting research literature reviews: from the internet to paper (4th ed.) .
Ghorbanzadeh, D., Zakieva, R. R., Kuznetsova, M., Ismael, A. M., & Ahmed, A. A. A. (2022). Generating destination brand awareness and image through the firm’s social media. Kybernetes, ahead-of-print(ahead-of-print). https://doi.org/10.1108/K-09-2021-0931
Gironda, J. T., & Korgaonkar, P. K. (2014). Understanding consumers’ social networking site usage. Journal of Marketing Management, 30(5–6), 571–605. https://doi.org/10.1080/0267257X.2013.851106
Griffiths, M. D., Kuss, D. J., & Demetrovics, Z. (2014). Chapter 6 - Social Networking Addiction: An Overview of Preliminary Findings. In K. P. Rosenberg & L. C. Feder (Eds.), Behavioral Addictions (pp. 119–141). Academic Press. https://doi.org/https://doi.org/10.1016/B978-0-12-407724-9.00006-9
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364. https://doi.org/10.1108/JRME-07-2020-0097
Hampton, K. N., Goulet, L. S. , Rainie, L., & Purcell, K. (2011). Social Networking Sites and Our Lives. Pew Research Center’s Internet & American Life Project.
Harris, L., & Dennis, C. (2011). Engaging customers on Facebook: Challenges for e‐retailers. Journal of Consumer Behaviour, 10, 338–346. https://doi.org/10.1002/cb.375
Hsu, C.-L., & Park, H. W. (2011). Sociology of Hyperlink Networks of Web 1.0, Web 2.0, and Twitter: A Case Study of South Korea. Social Science Computer Review, 29(3), 354–368. https://doi.org/10.1177/0894439310382517
Kaul, V. (2012). Changing Paradigms of Media Landscape in the Digital Age. Mass Communication and Journalism, 2(2), 2–9.
Kaur, K., & Kumar, P. (2021). Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry. The TQM Journal, ahead-of-print(ahead-of-print). https://doi.org/10.1108/TQM-03-2021-0074
Kem, S. (2022). Digital 2022: Indonesia — DataReportal – Global Digital Insights. Datareportal.Com. https://datareportal.com/reports/digital-2022-indonesia
Kucukemiroglu, S., & Kara, A. (2015). Online word-of-mouth communication on social networking sites. International Journal of Commerce and Management, 25(1), 2–20. https://doi.org/10.1108/IJCoMA-11-2012-0070
Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior, 64, 710–718. https://doi.org/10.1016/J.CHB.2016.07.027
Lin, S., Yang, S., Ma, M., & Huang, J. (2018). Value co-creation on social media. International Journal of Contemporary Hospitality Management, 30(4), 2153–2174. https://doi.org/10.1108/IJCHM-08-2016-0484
Machi, L. A., & McEvoy, B. T. (2016). The Literature Review: Six Steps to Success (3 Edition). Corwin.
Mcalexander, J., Schouten, J., & Koenig, H. (2002). Building Brand Community. Journal of Marketing, 66. https://doi.org/10.1509/jmkg.66.1.38.18451
Moqbel, M., Nevo, S., & Kock, N. (2013). Organizational members’ use of social networking sites and job performance: An exploratory study. Information Technology & People, 26(3), 240–264. https://doi.org/10.1108/ITP-10-2012-0110/FULL/XML
Mukherjee, K., & Banerjee, N. (2019). Social networking sites and customers’ attitude towards advertisements. Journal of Research in Interactive Marketing, 13(4), 477–491. https://doi.org/10.1108/JRIM-06-2018-0081
Musetti, A., Manari, T., Billieux, J., Starcevic, V., & Schimmenti, A. (2022). Problematic social networking sites use and attachment: A systematic review. Computers in Human Behavior, 131, 107199. https://doi.org/10.1016/J.CHB.2022.107199
Nakano, D., & Muniz, J. , J. (2018). Writing the literature review for empirical papers. Production, 28.
Nielsen. (n.d.). The paid social media advertising industry update and best practices 2013.
Porter, M., & Kramer, M. (2011). Creating Shared Value. Harvard Business Review, 89, 62–77.
Salvation, M., & Azura Adzharuddin, N. (2014). The Influence of Social Network Sites (SNS) upon Academic Performance of Malaysian Students. International Journal of Humanities and Social Science, 4(10). www.ijhssnet.com
Santos, M. L. B. dos. (2022). The “so-called” UGC: an updated definition of user-generated content in the age of social media. Online Information Review, 46(1), 95–113. https://doi.org/10.1108/OIR-06-2020-0258
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31–53. https://doi.org/10.1108/JRIM-02-2014-0007
Spiliotopoulos, T., & Oakley, I. (2020). An exploration of motives and behavior across Facebook and Twitter. Journal of Systems and Information Technology, 22(2), 201–222. https://doi.org/10.1108/JSIT-12-2019-0258/FULL/PDF
Statista Research Department. (2022). Global social networks ranked by number of users 2022. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Susilo, B., Studi, P., Informasi, S., Pontianak, S., Merdeka, J., No, B., 372 Pontianak, K., Barat, T., & Pemanfaatan, A. (2018). Pemasaran Digital: Segmentasi Demografi Pengguna Media Sosial di Kota Pontianak. Jurnal Eksplora Informatika, 8(1), 69–79. https://doi.org/10.30864/eksplora.v8i1.163
Tabassum, S., Khwaja, M., & Zaman, U. (2020). Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions? Information (Switzerland), 11, 1–16. https://doi.org/10.3390/info11120545
Teng, T., Li, H., Fang, Y., & Shen, L. (2022). Understanding the differential effectiveness of marketer versus user-generated advertisements in closed social networking sites: an empirical study of WeChat. Internet Research, ahead-of-print(ahead-of-print). https://doi.org/10.1108/INTR-04-2021-0268
Torraco, R. J. (2016). Writing Integrative Reviews of the Literature: Methods and Purposes. International Journal of Adult Vocational Education and Technology (IJAVET), 7(3), 62–70.
Valenzuela, S., Kim, Y., & de Zuniga, H. G. (2012). Social Networks that Matter: Exploring the Role of Political Discussion for Online Political Participation. International Journal of Public Opinion Research, 24(2), 163–184.
Zaraket, S. (2021). Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth. Routledge.
Zhang, Y., & Leung, L. (2014). A review of social networking service (SNS) research in communication journals from 2006 to 2011. New Media & Society, 17(7), 1007–1024. https://doi.org/10.1177/1461444813520477
Zhao, X., Lampe, C., & Ellison, N. B. (2016). The Social Media Ecology: User Perceptions, Strategies and Challenges. Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems, 89–100. https://doi.org/10.1145/2858036.2858333
Zulkanain, N. A., Miskon, S., Abdullah, N. S., Ali, N. M., & Bahari, M. (2018). Social Network Sites (SNS) Utilization in Learning Landscape – Systematic Literature Review. Advances in Intelligent Systems and Computing, 843, 963–972. https://doi.org/10.1007/978-3-319-99007-1_89
Published
2022-09-28
How to Cite
Alayya, J., Putri, G. A., Sekarwangi, Y., & Irwansyah. (2022). Telaah literatur terhadap perkembangan social network sites (sns) sebagai sarana dan strategi pemasaran. Jurnal Komunikasi Profesional, 6(4), 354-373. https://doi.org/10.25139/jkp.v6i4.4543
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