Digital Modeling through Observation of Content on Social Media in the Learning Process of Novice Entrepreneurial Communication Strategies

DOI

10.2991/assehr.k.201219.023How to use a DOI?

Keywords

Digital Modeling, Novice Entrepreneurs, Social Media

Abstract

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.

Copyright

© 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/).

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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  -