Author

  • Herman Winarto

    • University of Hang Tuah Surabaya, Indonesia
    • Indonesia

Abstract

The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds.The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media, but not many SMEs are successfully doing marketing communications with social networking media, such failure due to a lack of knowledge in utilizing the social networking media. Indonesia have many small and medium enterprises, and most of them found difficulties in marketing communication, this study was held with purpose to examine the marketing communication activity in social networking media facebook. The study used a qualitative approach, that used interview ,observation and documentation, to assess the activity of SMEs marketing communications in facebook page, the setting of the research was the SMEs who success performed marketing communication in social networking media facebook. The results of this study resulted in a model of marketing communication through social networking media facebook page, which is useful as a guide for SMEs who will do the marketing communications.

Keywords

References

  • Belch, G. E. & Belch, M. A. (2009). Advertising and Promotion: a Integrated Marketing CommunicationPerspective. New York: McGraw-Hill Companies, Inc.
  • Harris, L. & Rae, A. (2009). Social Network: the future of marketing for small business. Journal of Business Strategy , 30, 24-31
  • Herman. (2011). Identifikasi Tahapan Respon Fans atas Komunikasi Pemasaran Usaha Kecil dan Menegah Melalui Media Jaringan Sosial Facebook.
  • Keenan, A. & Shiri, A. (2009). Sociability and Social interaction on social networking websites. Library Review , 58, 438-450.
  • Lake, L. (2009). Understanding the role of social media in marketing ( http://www.marketing.about.com/lr/social_media_marketing/775635/1/)
  • Palmer, A. (2009). An experiential, social network-based approach to direct marketing. International Direct marketing journal , 3, 162-176.
  • Thackeray, R., Neiger, B. L., Hanson C. L. & McKenzie, J. F. (2008). Enhancing Promotional Strategies Within Social Marketing Programs:Use of Web 2.0 Social Media. Health Promotion practice , 9, 338-343
  • Zontanos, G. & Anderson, A. R. (2004). Relationships marketing and small business: an exploration of links in theory and practice. Qualitative Market Research , 7, 228-236 http://allfacebook.com/allfacebookstats-by-country_b88679.

Downloads

No downloads have been recorded for this article yet. Figures appear here once readers begin downloading the full text.

How to Cite

Winarto, H. (2015). Marketing Communication Model in Social Network Facebook. Information Management and Business Review, 7(4), 42-45. https://doi.org/10.22610/imbr.v7i4.1161

Share this article

License

Copyright (c) 2015 Herman Winarto (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team  edits and formats manuscripts to bring uniformity and standardization in published material.

This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.

Keywords

Section

Research Paper

Published in

Vol. 7 No. 4 (2015) Public Budgeting, Social Media Marketing & Finance View issue contents

Published

2015-08-30

Submissions

Have research to publish? Information Management and Business Review welcomes submissions.

Make a Submission