IDEAS home Printed from https://ideas.repec.org/a/ssi/jouesi/v7y2019i2p1424-1434.html
   My bibliography  Save this article

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)
    as

    Download full text from publisher

    File URL: https://jssidoi.org/jesi/uploads/articles/26/Yunus_The_effectiveness_marketing_strategy_for_ridesharing_transportation_intersecting_social_media_technology_and_innovation.pdf
    Download Restriction: no
    File URL: https://jssidoi.org/jesi/article/447
    Download Restriction: no
    File URL: https://libkey.io/10.9770/jesi.2019.7.2(44)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    2. Tafesse, Wondwesen & Wood, Bronwyn P., 2021. "Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Laura Nistor, 2019. "The Case of Omni-Channel Consumers. A Qualitative Study regarding Students’ Clothing Consumption Habits," Postmodern Openings, Editura Lumen, Department of Economics, vol. 10(3), pages 44-71, September.
    4. Li, Jian & Huang, Jinsong & Li, Yaqi, 2023. "Examining the effects of authenticity fit and association fit: A digital human avatar endorsement model," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Johnstone, Leanne & Lindh, Cecilia, 2022. "Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman, 2021. "A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 526-544, September.
    7. Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Nouman Shafique & Hassan Ahmad, 2021. "“Celebrity Avatar†Feasting on In-Game Items: A Gamers’ Play Arena," SAGE Open, , vol. 11(2), pages 21582440211, May.
    8. Ma. Corazon C. Villanueva & Antonino F. Alejandro & Ghiezel D. Regala, 2024. "Effect of Food Vlogging on Attitudes and Purchase Intention of Diners’ Restaurant Selection," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(4), pages 1673-1684, April.
    9. Sokolova, Karina & Kefi, Hajer, 2020. "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Zhang, Xiaoping & Zhang, Shihan, 2024. "Investigating impulse purchases in live streaming e-commerce: A perspective of match-ups," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    11. Galina ILIEVA & Diyana BOTEVA, 2023. "Effects of electronic word-of-mouth (eWOM) drivers on customers' behaviour," Eastern Journal of European Studies, Centre for European Studies, Alexandru Ioan Cuza University, vol. 14, pages 58-78, November.
    12. Yu, Shubin & Hu, Yangjuan, 2020. "When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    13. Farivar, Samira & Wang, Fang & Yuan, Yufei, 2021. "Opinion leadership vs. para-social relationship: Key factors in influencer marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    14. Purani, Keyoor & Kumar, Deepak S. & Sahadev, Sunil, 2019. "e-Loyalty among millennials: Personal characteristics and social influences," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 215-223.
    15. Jiangbo Zou & Xiaokang Fu, 2024. "Understanding the purchase intention in live streaming from the perspective of social image," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    16. Băcilă Mihai F. & Ciornea Raluca & Drule Alexandra M. & Cohut Andreea M., 2019. "Investigation of the Attitudes Towards Celebrities Endorsed Advertisements – Audience Groups Comparison," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 5-17, December.
    17. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    18. Teng, Weichen & Su, Yaohua & Liao, Tien-Tien & Wei, Cang-Liang, 2020. "An exploration of celebrity business ventures and their appeal to fans and non-fans," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    19. Nkosinamandla Shezi, 2022. "Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 41-57.
    20. Sakib, MD Nazmus & Zolfagharian, Mohammadali & Yazdanparast, Atefeh, 2020. "Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ssi:jouesi:v:7:y:2019:i:2:p:1424-1434. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Manuela Tvaronaviciene (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.