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The effectiveness marketing strategy for ride-sharing transportation: intersecting social media, technology, and innovation

Author

Listed:
  • Eddy Yunus

    (University Dr. Soetomo, Indonesia)

  • Daniel Susilo

    (University Dr. Soetomo, Indonesia)

  • Slamet Riyadi

    (University Dr. Soetomo, Indonesia)

  • Meithiana Indrasari

    (University Dr. Soetomo, Indonesia)

  • Teguh Dwi Putranto

    (Airlangga University, Indonesia)

Abstract

This paper will discuss the effectiveness of marketing on social media and motivation of users on social media account. Data shows that younger populations are heavily addicted to social media and fragmented in artificial communities on social media. This paper will use Krippendorf’s Content Analysis as a tool to analyze two Instagram accounts of the most extensive online transportation provider application in Southeast Asia, Grab. Ethnomethodology also used to analyze qualitative data from Grab users, creating meaning about exposure on Grab marketing on social media. Results of this research show how an intersection (or the common grounds) of social media, technology, and innovation became an effective strategy on marketing for Grab for becoming the leader of online transportation in Southeast Asia.

Suggested Citation

  • Eddy Yunus & Daniel Susilo & Slamet Riyadi & Meithiana Indrasari & Teguh Dwi Putranto, 2019. "The effectiveness marketing strategy for ride-sharing transportation: intersecting social media, technology, and innovation," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 1424-1434, December.
    • Handle: RePEc:ssi:jouesi:v:7:y:2019:i:2:p:1424-1434
    DOI: 10.9770/jesi.2019.7.2(44)
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    References listed on IDEAS

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    1. McCormick, Karla, 2016. "Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 39-45.
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    Cited by:

    1. Leonidas G. Anthopoulos & Dimitrios N. Tzimos, 2021. "Carpooling Platforms as Smart City Projects: A Bibliometric Analysis and Systematic Literature Review," Sustainability, MDPI, vol. 13(19), pages 1-29, September.
    2. Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 3(1), pages 29-40, March.
    3. Jolanta Sabaitytė & Vida Davidavičienė & Gerard Frederick Van Kleef, 2020. "The Peculiarities of Low-Cost Carrier Development in Europe," Energies, MDPI, vol. 13(3), pages 1-19, February.
    4. Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Post-Print hal-03583744, HAL.
    5. Charles David A. Icasiano & Araz Taeihagh, 2021. "Governance of the Risks of Ridesharing in Southeast Asia: An In-Depth Analysis," Sustainability, MDPI, vol. 13(11), pages 1-32, June.

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    More about this item

    Keywords

    grab; Instagram; marketing; transportation; Indonesia; Singapore;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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