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How Marketer Generated Content influences Social e-WOM generation – A Multiple Case Study from Indonesian Food and Beverage Industry
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With the advent of the internet and web 2.0 on handheld devices, there has been a surge in the use of the internet itself and most of this is being done on the different social media platforms. In the study that we conducted, we went and gathered information on the type of social media site that people are frequently use and it turned out to be Instagram, followed by Facebook and then other sites like Twitter as well as blogs or websites. This is mainly because the new generation which is between 18-34 years currently engage in each other on sites that are trending at the moment and Facebook is seen to be a thing of the past as compared to Instagram. Accordingly, the most preferable channels over many other social media platforms in Indonesia is Instagram. The digital marketers have since noticed this trend and have started utilizing Instagram as the main social account to interact with the users while other social media sites have been used as supplementary sites just to be able to reach all users of all ages. 

Place, publisher, year, edition, pages
2019. , p. 89
Keywords [en]
electronic word of mouth. eWom. Marketer Generated Content. MGC
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-44073ISRN: JU-IHH-FÖA-2-20190908OAI: oai:DiVA.org:hj-44073DiVA, id: diva2:1320633
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-05 Last updated: 2019-06-26Bibliographically approved

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  • apa
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  • Other locale
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