Digital Marketing Communication Innovation: A Gender Bias on @Mbasiticom Instagram Content
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Keywords:
Marketing Innovation; Communication Model; Indonesian Household Servant; Social Media; Digital Marketing
Abstract
Marketing innovation recently occurred and had well growth in social media due to digital marketing efficiency and social media’s spread in producing informative content. Household servant industry is part of it with the content of @Mbasiticom Instagram account frequently produce content of their services that show a new change in marketing and also an innovation in marketing field, However, as household servant industry is known as exploitative in their respective field, @mbasiticom doesn’t escape this system which causing harmful stigma between women and society. With the content analysis, a new perspective is discovered upon the industry, how women and gender equality study is still relevant even to this day.
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Susilo, D., Prabowo, T. L., & Putranto, T. D. (2019). Communicating secure based feeling: Content analysis on indonesian police official account. International Journal of Engineering and Advanced Technology, 8(6). https://doi.org/10.35940/ijeat.F8377.088619
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Anwartinna, M. (2019). Responsifitas Pemerintah Terhadap Problematika Tenaga Kerja Indonesia (TKI). Journal of Governance Innovation, 1(2). https://doi.org/10.36636/jogiv.v1i2.361
Batara, H., & Susilo, D. (2022). The Effect of Rebranding Lays to Customer Loyalty with Brand Image as A Mediation Variable. LONTAR: Jurnal Ilmu Komunikasi, 10(2), 113–125.
Coritama, M., Daniel Susilo, & Rismi. (2022). Analysis of the Electronic Word of Mouth (E-Wom) Of the Film “KKN di Desa Penari.” Jurnal Spektrum Komunikasi, 10(4), 291–305. https://doi.org/10.37826/spektrum.v10i4.361
Ding, A. W., & Li, S. (2021). National response strategies and marketing innovations during the COVID-19 pandemic. Business Horizons, 64(2). https://doi.org/10.1016/j.bushor.2020.12.005
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4). https://doi.org/10.1080/15332667.2019.1705742
Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62(1). https://doi.org/10.1111/j.1365-2648.2007.04569.x
Engels, F., & Untermann, E. (2021). The Origin Of The Family, Private Property And The State. In Politics and Kinship: a Reader. https://doi.org/10.4324/9781003003595-17
Fikria, S. (2012). Interpretasi Khalayak terhadap Sosok Perempuan dalam Iklan Produk Kebutuhan Rumah Tangga (Analisis Resepsi terhadap Iklan di Televisi) Penelitian. Ilmu Komunikasi.
Fitri Ariana Putri, & Riyadi, A. (2021). Nilai Keikhlasan: Analisis Isi Program Reality Show Pantang Ngemis di GTV. Jurnal Komunikasi Islam, 11(01). https://doi.org/10.15642/jki.2021.11.01.159-176
Greeley, D. M., & Porter, S. L. (1998). Women of the Commonwealth: Work, Family, and Social Change in Nineteenth-Century Massachusetts. History of Education Quarterly, 38(1). https://doi.org/10.2307/369669
Hussain, I., Mu, S., Mohiuddin, M., Danish, R. Q., & Sair, S. A. (2020). Effects of sustainable brand equity and marketing innovation on market performance in hospitality industry: Mediating effects of sustainable competitive advantage. Sustainability (Switzerland), 12(7). https://doi.org/10.3390/su12072939
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1). https://doi.org/10.1007/s11747-020-00733-3
Nisa, K. (2019). Analisis Faktor-Faktor yang Mempengaruhi Tingkat Migrasi Tenaga Kerja Indonesia (TKI) (Studi Kasus Pada 6 Provinsi Tahun 2008-2017). FEB UIN Syarif Hidayatullah.
Patma, T. S., Wardana, L. W., Wibowo, A., Narmaditya, B. S., & Akbarina, F. (2021). The impact of social media marketing for Indonesian SMEs sustainability: Lesson from Covid-19 pandemic. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1953679
Purchase, S., & Volery, T. (2020). Marketing innovation: a systematic review. Journal of Marketing Management, 36(9–10). https://doi.org/10.1080/0267257X.2020.1774631
PUSPANINGRUM, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12). https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Rayat, A., Rayat, M., & Rayat, L. (2017). The impact of social media marketing on brand loyalty. Annals of Applied Sport Science, 5(1). https://doi.org/10.18869/acadpub.aassjournal.5.1.73
Rizaldi, M., & Qodariyah, A. L. (2021). Hubungan Bilateral Indonesia-Malaysia dalam Persoalan TKI Ilegal Tahun 2004-2011. CHRONOLOGIA, 2(3). https://doi.org/10.22236/jhe.v2i3.6393
Sheeha, I. (2020). Household servants in early modern domestic tragedy. In Household Servants in Early Modern Domestic Tragedy. https://doi.org/10.4324/9781003047940
Simpson, K. (2014). Social class in to the lighthouse. In The Cambridge Companion to to the Lighthouse. https://doi.org/10.1017/CCO9781107280342.011
Sinha, N. (2021). Who is (not) a servant, anyway? Domestic servants and service in early colonial India. In Modern Asian Studies (Vol. 55, Issue 1). https://doi.org/10.1017/S0026749X19000271
Susilo, D. (2022). Teori - teori Komunikasi Manusia. Gramedia.
Susilo, D., Prabowo, T. L., & Putranto, T. D. (2019). Communicating secure based feeling: Content analysis on indonesian police official account. International Journal of Engineering and Advanced Technology, 8(6). https://doi.org/10.35940/ijeat.F8377.088619
Ungerman, O., & Dědková, J. (2019). Marketing innovations in Industry 4.0 and their impacts on current enterprises. Applied Sciences (Switzerland), 9(18). https://doi.org/10.3390/app9183685
Wang, Y., Hong, A., Li, X., & Gao, J. (2020). Marketing innovations during a global crisis: A study of China firms’ response to COVID-19. Journal of Business Research, 116. https://doi.org/10.1016/j.jbusres.2020.05.029
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1). https://doi.org/10.3390/su13010189
Published
2023-07-10
How to Cite
Arimbawa, I. G. A. P., Husain, M. N., Nurhayati, Usman, A., & Pratama, D. (2023). Digital Marketing Communication Innovation: A Gender Bias on @Mbasiticom Instagram Content. Jurnal Komunikasi Profesional, 7(4), 493 - 505. https://doi.org/10.25139/jkp.v7i4.6594
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