Brand Community Way in Digital Era: Valuable Interaction of Business, Sociability, and Usability in Indonesian Consumers Experience

DOI

10.2991/aebmr.k.210305.007How to use a DOI?

Keywords

Digital Marketing Communication, Online Brand Community, Social Media, Indonesia

Abstract

This paper focuses on the study of Indonesian brand community and the practice of digital marketing communication on social media. This literature reviews, observation, and qualitative data analysis conducted to adopt the concept of valuing the community life includes the business values, sociability values, and usability values. The sample taken from the most valuable Indonesian brand and its online brand communities for each line of business such as Airline, Banking and Finance, Entertainment, Personal Care, Home Care, Real Estate, Retail, Automotive, Telecom Provider, and Hardware retail. Results showed that business value of brand is reflected on the financial values. However, the significant contribution to the values is achieved through the existence of brand community both online and offline. Sociability values and usability values supported the success of business values. Sociability values more influenced to the communities based on the active participants, reciprocity on the interaction, trustworthiness among the members and others. Usability values also develop community power to achieve inter-member cohesiveness such as productivity, user satisfaction, minimize the error and others. Furthermore, brand communities are the way of consumer society in digital era. It’s have broader targets for building people engagement and business sustainability.

Copyright

© 2021, 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  - Zinggara Hidayat
PY  - 2021
DA  - 2021/03/08
TI  - Brand Community Way in Digital Era: Valuable Interaction of Business, Sociability, and Usability in Indonesian Consumers Experience
BT  - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
PB  - Atlantis Press
SP  - 31
EP  - 37
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210305.007
DO  - 10.2991/aebmr.k.210305.007
ID  - Hidayat2021
ER  -