Predicting the Indonesian sustainable marketing communication on 2023 trends
Abstract views: 1202
,
PDF downloads: 789
Keywords:
sustainable marketing communication; micro business; influencer; 2023 trends, sustainable marketing communication, micro business, influencer, 2023 trends
Abstract
After being hit by the Covid 19 pandemic, Indonesia is still trying to rise from the economic downturn, especially with the many paralysed microbusinesses. Perspective updates have also weakened because of activity restrictions during the pandemic. Before the pandemic, the macro film industry was rapidly growing. Now, it is the turn of the microfilm industry to rise due to new ways of promotion without incurring expensive production costs. The role of sustainable marketing is needed to achieve this target for 2023. The Systematic Literature Review was used as the methodology to analyse the data in this research. The results show that the influencer marketing industry and the influencer agencies depend on social media.
References
Akser, M. (2020). Cinema, Life and Other Viruses: The Future of Filmmaking, Film Education and Film Studies in the Age of Covid-19 Pandemic. CINEJ Cinema Journal, 8(2), 1–13.
Al-Kandari, A. A., Gaither, T. K., Alfahad, M. M., Dashti, A. A., & Alsaber, A. R. (2019). An Arab perspective on social media: How banks in Kuwait use instagram for public relations. Public Relations Review. https://doi.org/10.1016/j.pubrev.2019.04.007
Behl, A., Gaur, J., Pereira, V., Yadav, R., & Laker, B. (2022). Role of big data analytics capabilities to improve sustainable competitive advantage of MSME service firms during COVID-19 – A multi-theoretical approach. Journal of Business Research, 148, 378–389. https://doi.org/10.1016/j.jbusres.2022.05.009
Briñol, P., Petty, R., & Tormala, Z. (2004). Self-validation of cognitive responses to advertisements. Journal of Consumer Research, 30(4), 559–573.
Chu, S., & Chen, H. (2019). Impact of consumers’ corporate social responsibility‐related activities in social media on brand attitude, electronic word‐of‐mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18(6), 453–462. https://doi.org/10.1002/cb.1784
Cocker, H., Mardon, R., & Daunt, K. L. (2021). Social media influencers and transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/EJM-07-2019-0567
Coco, S. L., & Eckert, S. (2020). #sponsored: Consumer insights on social media influencer marketing. Public Relations Inquiry, 9(2), 177–194. https://doi.org/10.1177/2046147X20920816
Coritama, M., & Susilo, D. (2022). Analysis of the Electronic Word of Mouth (E-Wom) Of the Film “KKNdi Desa Penari. Jurnal Spektrum Komunikasi, 10(15).
Daniel, S. (2020). Education and the COVID-19 pandemic. Prospects, 49, 91–96. https://doi.org/10.1007/s11125-020-09464-3
De Leon, M. V, Susilo, D., Putranto, T. D., Hartati, F. K., & Santos, R. R. T. (2021). Managing the uncertainty during COVID-19 pandemic: Communicating disaster and food industry sustainability. In Y. A.C., S. D.F., M. M.T., & R. R. (Eds.), 2nd International Conference Earth Science and Energy, ICESE 2020 (Vol. 819, Issue 1). IOP Publishing Ltd. https://doi.org/10.1088/1755-1315/819/1/012039
DeFord, D. (2022). Sustainable Digital Health Demands Cybersecurity Transformation. Frontiers of Health Services Management, 38(3), 31–38. https://doi.org/10.1097/HAP.0000000000000137
Enthoven, M. P. M., & Thelken, H. N. (2023). Activists’ and social entrepreneurs’ approaches towards consumer culture: Providing a protective space for sustainability transitions. Business Strategy and the Environment, 32(2), 991–1004. https://doi.org/10.1002/bse.3086
Faßmann, M., & Moss, C. (2016). Instagram als Marketing-Kanal : Die Positionierung ausgewählter Social-Media-Plattformen. In Essentials. https://doi.org/10.1007/978-3-658-14349-7_4
Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability, 15(2), 1594. https://doi.org/10.3390/su15021594
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77–87.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Iivari, N., Sharma, S., & Ventä-Olkkonen, L. (2020). Digital transformation of everyday life – How COVID-19 pandemic transformed the basic education of the young generation and why information management research should care? International Journal of Information Management, 55(June), 102183. https://doi.org/10.1016/j.ijinfomgt.2020.102183
Jin, S., Li, W., Dawson, I. G. J., Clark, B., Chen, S., & Frewer, L. J. (2022). Consumer responses to genetically modified food in China: The influence of existing general attitudes, affect and perceptions of risks and benefits. Food Quality and Preference, 99, 104543. https://doi.org/10.1016/j.foodqual.2022.104543
Jin, S., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
Jin, X. (Cathy), Bao, J., & Tang, C. (2022). Profiling and evaluating Chinese consumers regarding post-COVID-19 travel. Current Issues in Tourism, 25(5), 745–763. https://doi.org/10.1080/13683500.2021.1874313
Kang, J., & Wei, L. (2019). Let me be at my funniest: Instagram users’ motivations for using Finsta (a.k.a., fake Instagram). Social Science Journal. https://doi.org/10.1016/j.soscij.2018.12.005
Kapitan, S., van Esch, P., Soma, V., & Kietzmann, J. (2021). Influencer Marketing and Authenticity in Content Creation. Australasian Marketing Journal, 183933492110111. https://doi.org/10.1177/18393349211011171
Kosack, E., Stone, M., Sanders, K., Aravopoulou, E., Biron, D., Brodsky, S., Al Dhaen, E. S., Mahmoud, M., & Usacheva, A. (2021). Information management in the early stages of the COVID-19 pandemic. The Bottom Line.
Kuzior, A., Vasylieva, T., Kuzmenko, O., Koibichuk, V., & Brożek, P. (2022). Global Digital Convergence: Impact of Cybersecurity, Business Transparency, Economic Transformation, and AML Efficiency. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 195. https://doi.org/10.3390/joitmc8040195
Lê Giang Nam, H. T. D. (2018). Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(05), 4710–4714.
Müller-Pérez, J., Garza-Muñiz, V. S., Acevedo-Duque, Á., García-Salirrosas, E. E., Esponda-Pérez, J. A., & Álvarez-Becerra, R. (2022). The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools. Sustainability, 14(19), 12714. https://doi.org/10.3390/su141912714
Ong, Y. X., & Ito, N. (2019). “I want to go there too!” Evaluating social media influencer marketing effectiveness: a case study of Hokkaido’s DMO. In Information and communication technologies in tourism 2019 (pp. 132–144). Springer.
Pahrudin, Liu, L. W., & L., S. Y. (2022). What Is the Role of Tourism Management and Marketing toward Sustainable Tourism? A Bibliometric Analysis Approach. MDPI, 14(1).
Pick, M. (2021). Psychological ownership in social media influencer marketing. European Business Review, 33(1). https://doi.org/10.1108/EBR-08-2019-0165
Putranto, T., Suyanto, B., Ariadi, S., & Santos, R. (2021). The discourse of men’s facial care products in Instagram from the Foucauldian perspective. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(1). https://doi.org/10.25139/jsk.v5i1.3159
Soar, M. (2000). Encoding advertisements: Ideology and meaning in advertising production. Mass Communication & Society, 3, 415–437.
Soekiman, J. FX. S., Putranto, T. D., Susilo, D., & Garcia, E. M. A. (2021). Economic Sector during the COVID-19 Pandemic: Indonesian Instagram Users Behaviour. Webology, 18(1), 166–178. https://doi.org/10.14704/WEB/V18I1/WEB18081
Sugihartati, R., & Susilo, D. (2019). Acts against drugs and narcotics abuse: Measurement of the effectiveness campaign on Indonesian narcotics regulator Instagram. Journal of Drug and Alcohol Research. https://doi.org/10.4303/jdar/236079
Susilawati, S., Falefi, R., & Purwoko, A. (2020). Impact of COVID-19’s Pandemic on the Economy of Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(2). https://doi.org/10.33258/birci.v3i2.954
Velinov, E., Leroy, I., & Cetlova, H. (2022). Marketing Process in Information Security Context: Comparison Between Czech Republic and Belgium (pp. 567–577). https://doi.org/10.1007/978-3-030-90843-0_64
Watkins, B., & Lee, J. (2017). Communicating brand identity on social media: A case study of the use of instagram and twitter for collegiate athletic branding. International Journal of Sport Communication, 9(4), 476–498. https://doi.org/10.1123/ijsc.2016-0073
Wibowo, B. S., Rubiana, F., & Hartono, B. (2022). A data-driven investigation of successful local film profiles in the Indonesian box office. Jurnal Manajemen Indonesia, 22(3), 333. https://doi.org/10.25124/jmi.v22i3.4106
Wibowo, J. M., & Hariadi, S. (2022). Indonesia Sustainable Tourism Resilience in the COVID-19 Pandemic Era (Case Study of Five Indonesian Super- priority Destinations). Millennial Asia, 097639962211051. https://doi.org/10.1177/09763996221105143
Wilson, M., McDonald, S., Button, D., & McGarry, K. (2023). It Won’t Happen to Me: Surveying SME Attitudes to Cyber-security. Journal of Computer Information Systems, 63(2), 397–409. https://doi.org/10.1080/08874417.2022.2067791
Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising, 50(2), 160–178. https://doi.org/10.1080/00913367.2020.1857888
Zhou, L., & Wong, A. (2004). Consumer impulse buying and in-store stimuli in Chinese supermarkets. Journal of International Consumer Marketing, 16(2), 37–53.
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
Al-Kandari, A. A., Gaither, T. K., Alfahad, M. M., Dashti, A. A., & Alsaber, A. R. (2019). An Arab perspective on social media: How banks in Kuwait use instagram for public relations. Public Relations Review. https://doi.org/10.1016/j.pubrev.2019.04.007
Behl, A., Gaur, J., Pereira, V., Yadav, R., & Laker, B. (2022). Role of big data analytics capabilities to improve sustainable competitive advantage of MSME service firms during COVID-19 – A multi-theoretical approach. Journal of Business Research, 148, 378–389. https://doi.org/10.1016/j.jbusres.2022.05.009
Briñol, P., Petty, R., & Tormala, Z. (2004). Self-validation of cognitive responses to advertisements. Journal of Consumer Research, 30(4), 559–573.
Chu, S., & Chen, H. (2019). Impact of consumers’ corporate social responsibility‐related activities in social media on brand attitude, electronic word‐of‐mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18(6), 453–462. https://doi.org/10.1002/cb.1784
Cocker, H., Mardon, R., & Daunt, K. L. (2021). Social media influencers and transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/EJM-07-2019-0567
Coco, S. L., & Eckert, S. (2020). #sponsored: Consumer insights on social media influencer marketing. Public Relations Inquiry, 9(2), 177–194. https://doi.org/10.1177/2046147X20920816
Coritama, M., & Susilo, D. (2022). Analysis of the Electronic Word of Mouth (E-Wom) Of the Film “KKNdi Desa Penari. Jurnal Spektrum Komunikasi, 10(15).
Daniel, S. (2020). Education and the COVID-19 pandemic. Prospects, 49, 91–96. https://doi.org/10.1007/s11125-020-09464-3
De Leon, M. V, Susilo, D., Putranto, T. D., Hartati, F. K., & Santos, R. R. T. (2021). Managing the uncertainty during COVID-19 pandemic: Communicating disaster and food industry sustainability. In Y. A.C., S. D.F., M. M.T., & R. R. (Eds.), 2nd International Conference Earth Science and Energy, ICESE 2020 (Vol. 819, Issue 1). IOP Publishing Ltd. https://doi.org/10.1088/1755-1315/819/1/012039
DeFord, D. (2022). Sustainable Digital Health Demands Cybersecurity Transformation. Frontiers of Health Services Management, 38(3), 31–38. https://doi.org/10.1097/HAP.0000000000000137
Enthoven, M. P. M., & Thelken, H. N. (2023). Activists’ and social entrepreneurs’ approaches towards consumer culture: Providing a protective space for sustainability transitions. Business Strategy and the Environment, 32(2), 991–1004. https://doi.org/10.1002/bse.3086
Faßmann, M., & Moss, C. (2016). Instagram als Marketing-Kanal : Die Positionierung ausgewählter Social-Media-Plattformen. In Essentials. https://doi.org/10.1007/978-3-658-14349-7_4
Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability, 15(2), 1594. https://doi.org/10.3390/su15021594
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77–87.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Iivari, N., Sharma, S., & Ventä-Olkkonen, L. (2020). Digital transformation of everyday life – How COVID-19 pandemic transformed the basic education of the young generation and why information management research should care? International Journal of Information Management, 55(June), 102183. https://doi.org/10.1016/j.ijinfomgt.2020.102183
Jin, S., Li, W., Dawson, I. G. J., Clark, B., Chen, S., & Frewer, L. J. (2022). Consumer responses to genetically modified food in China: The influence of existing general attitudes, affect and perceptions of risks and benefits. Food Quality and Preference, 99, 104543. https://doi.org/10.1016/j.foodqual.2022.104543
Jin, S., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
Jin, X. (Cathy), Bao, J., & Tang, C. (2022). Profiling and evaluating Chinese consumers regarding post-COVID-19 travel. Current Issues in Tourism, 25(5), 745–763. https://doi.org/10.1080/13683500.2021.1874313
Kang, J., & Wei, L. (2019). Let me be at my funniest: Instagram users’ motivations for using Finsta (a.k.a., fake Instagram). Social Science Journal. https://doi.org/10.1016/j.soscij.2018.12.005
Kapitan, S., van Esch, P., Soma, V., & Kietzmann, J. (2021). Influencer Marketing and Authenticity in Content Creation. Australasian Marketing Journal, 183933492110111. https://doi.org/10.1177/18393349211011171
Kosack, E., Stone, M., Sanders, K., Aravopoulou, E., Biron, D., Brodsky, S., Al Dhaen, E. S., Mahmoud, M., & Usacheva, A. (2021). Information management in the early stages of the COVID-19 pandemic. The Bottom Line.
Kuzior, A., Vasylieva, T., Kuzmenko, O., Koibichuk, V., & Brożek, P. (2022). Global Digital Convergence: Impact of Cybersecurity, Business Transparency, Economic Transformation, and AML Efficiency. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 195. https://doi.org/10.3390/joitmc8040195
Lê Giang Nam, H. T. D. (2018). Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(05), 4710–4714.
Müller-Pérez, J., Garza-Muñiz, V. S., Acevedo-Duque, Á., García-Salirrosas, E. E., Esponda-Pérez, J. A., & Álvarez-Becerra, R. (2022). The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools. Sustainability, 14(19), 12714. https://doi.org/10.3390/su141912714
Ong, Y. X., & Ito, N. (2019). “I want to go there too!” Evaluating social media influencer marketing effectiveness: a case study of Hokkaido’s DMO. In Information and communication technologies in tourism 2019 (pp. 132–144). Springer.
Pahrudin, Liu, L. W., & L., S. Y. (2022). What Is the Role of Tourism Management and Marketing toward Sustainable Tourism? A Bibliometric Analysis Approach. MDPI, 14(1).
Pick, M. (2021). Psychological ownership in social media influencer marketing. European Business Review, 33(1). https://doi.org/10.1108/EBR-08-2019-0165
Putranto, T., Suyanto, B., Ariadi, S., & Santos, R. (2021). The discourse of men’s facial care products in Instagram from the Foucauldian perspective. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(1). https://doi.org/10.25139/jsk.v5i1.3159
Soar, M. (2000). Encoding advertisements: Ideology and meaning in advertising production. Mass Communication & Society, 3, 415–437.
Soekiman, J. FX. S., Putranto, T. D., Susilo, D., & Garcia, E. M. A. (2021). Economic Sector during the COVID-19 Pandemic: Indonesian Instagram Users Behaviour. Webology, 18(1), 166–178. https://doi.org/10.14704/WEB/V18I1/WEB18081
Sugihartati, R., & Susilo, D. (2019). Acts against drugs and narcotics abuse: Measurement of the effectiveness campaign on Indonesian narcotics regulator Instagram. Journal of Drug and Alcohol Research. https://doi.org/10.4303/jdar/236079
Susilawati, S., Falefi, R., & Purwoko, A. (2020). Impact of COVID-19’s Pandemic on the Economy of Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(2). https://doi.org/10.33258/birci.v3i2.954
Velinov, E., Leroy, I., & Cetlova, H. (2022). Marketing Process in Information Security Context: Comparison Between Czech Republic and Belgium (pp. 567–577). https://doi.org/10.1007/978-3-030-90843-0_64
Watkins, B., & Lee, J. (2017). Communicating brand identity on social media: A case study of the use of instagram and twitter for collegiate athletic branding. International Journal of Sport Communication, 9(4), 476–498. https://doi.org/10.1123/ijsc.2016-0073
Wibowo, B. S., Rubiana, F., & Hartono, B. (2022). A data-driven investigation of successful local film profiles in the Indonesian box office. Jurnal Manajemen Indonesia, 22(3), 333. https://doi.org/10.25124/jmi.v22i3.4106
Wibowo, J. M., & Hariadi, S. (2022). Indonesia Sustainable Tourism Resilience in the COVID-19 Pandemic Era (Case Study of Five Indonesian Super- priority Destinations). Millennial Asia, 097639962211051. https://doi.org/10.1177/09763996221105143
Wilson, M., McDonald, S., Button, D., & McGarry, K. (2023). It Won’t Happen to Me: Surveying SME Attitudes to Cyber-security. Journal of Computer Information Systems, 63(2), 397–409. https://doi.org/10.1080/08874417.2022.2067791
Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising, 50(2), 160–178. https://doi.org/10.1080/00913367.2020.1857888
Zhou, L., & Wong, A. (2004). Consumer impulse buying and in-store stimuli in Chinese supermarkets. Journal of International Consumer Marketing, 16(2), 37–53.
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
Published
2023-03-31
How to Cite
Diawati, P., Mutalov, I. C., Kasmi, M., Abdullah, A., & Yuliastuti, H. (2023). Predicting the Indonesian sustainable marketing communication on 2023 trends. Jurnal Studi Komunikasi, 7(1), 016-033. https://doi.org/10.25139/jsk.v7i1.6142
Issue
Section
Articles
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).
