Social Media Preference as a Media of Business Marketing Communication of SMEs in Rawamangun East Jakarta

DOI

10.2991/aicmar-18.2019.36How to use a DOI?

Keywords

social media; marketing communications Business; SME’s; AHP

Abstract

This research aims to identify the preferences of SMEs to popular social media as a medium of interpersonal communication today i.e. Facebook, Twitter, YouTube and Instagram to be used as marketing communication media of its business. The analysis refers to the Kietzmann Honeycomb Framework covering 7 social media functions of presence, sharing, relationship, identity, conversation, reputation and group. Research conducted on SMEs in Rawamangun Village, Pulogadung District, East Jakarta. Preferences of SMEs to social media measured by Analytic Hierarchy Process (AHP). The data was taken through in-depth interviews of several SMEs in Rawamangun who have used social media in their business marketing communications activities. The results of research indicate the preferences of SMEs to social media and the reasons for its use as a media of business marketing communication.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Gatot Prabantoro
AU  - Jusuf Hariyanto
PY  - 2019/02
DA  - 2019/02
TI  - Social Media Preference as a Media of Business Marketing Communication of SMEs in Rawamangun East Jakarta
BT  - Proceedings of the 5th Annual International Conference on Management Research (AICMaR 2018)
PB  - Atlantis Press
SP  - 165
EP  - 169
SN  - 2352-5428
UR  - https://doi.org/10.2991/aicmar-18.2019.36
DO  - 10.2991/aicmar-18.2019.36
ID  - Prabantoro2019/02
ER  -