Digital Modeling through Observation of Content on Social Media in the Learning Process of Novice Entrepreneurial Communication Strategies
- 10.2991/assehr.k.201219.023How to use a DOI?
- Digital Modeling, Novice Entrepreneurs, Social Media
This study aims to investigate digital modelling through observing content on social media in the learning process of novice entrepreneurial communication strategies. Novice entrepreneurs tend to follow and imitate other business strategies that have been successful and which can motivate them to learn their communication strategy content in digital media. Advances in communication technology include the nature, range, and speed that can influence the behavior being modeled, this makes electronic modeling a powerful tool/means for transcultural and socio-economic change. This study uses a qualitative research method with a case study design. Social cognitive theory is used to describe digital modeling carried out by novice entrepreneurs through observing content on social media in the learning process. Then in interpreting learning content on social media in the learning process, it is analyzed using reception theory. The research subjects came from novice entrepreneurs who were registered in the training assistance of the Cooperative and SME Department, Surakarta, Indonesia. Data collection techniques using in-depth interviews. The results showed the main focus of novice entrepreneurs in modeling through observing content on social media, among others, skills in making product photos/videos, maximizing the use of captions and hashtags to support photos to be more informative, and focusing on how to build a business and product identity/branding, and relational communication.
- © 2020, 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/).
Cite this article
TY - CONF AU - Miftahul Rozaq AU - Sri Hastjarjo AU - Yulius Slamet PY - 2020 DA - 2020/12/21 TI - Digital Modeling through Observation of Content on Social Media in the Learning Process of Novice Entrepreneurial Communication Strategies BT - Proceedings of the 6th International Conference on Social and Political Sciences (ICOSAPS 2020) PB - Atlantis Press SP - 153 EP - 161 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201219.023 DO - 10.2991/assehr.k.201219.023 ID - Rozaq2020 ER -