TY - CHAP
T1 - Analyzing the use of social media communication strategies in Indonesia and Malaysia
T2 - insights and implications
AU - Tjiptono, Fandy
AU - Khan, Ghazala
AU - Yeong, Ewe Soo
PY - 2022
Y1 - 2022
N2 - High social media penetration in Indonesia (60% of its population) and Malaysia (81% of population) has compelled businesses to adopt social media marketing strategies for many purposes. The real-time, interactive, and borderless features of social media enable businesses to engage and connect with customers, share information, build brand image and retain customers. This chapter aims to draw relevant and important insights from social media consumption in Indonesia and Malaysia by consumers and businesses and develop/propose a typology of social media marketing strategies for the B2C sector. The typology is based on two dimensions (engagement and commerce) and results in four social media marketing strategies (Social Media Optimization Strategy, Social Media Engagement-Focused Strategy, Social Media Commercial-Focused Strategy and Social Media Early Extension Strategy). The chapter commences with a background to social media usage among Indonesians and Malaysians, followed by a brief comparison of the usage before and after the COVID-19 pandemic. Based on the analyses of social media marketing strategies utilized by B2C firms, a typology of social media strategies is presented. The chapter concludes with social media marketing implications and addresses future challenges.
AB - High social media penetration in Indonesia (60% of its population) and Malaysia (81% of population) has compelled businesses to adopt social media marketing strategies for many purposes. The real-time, interactive, and borderless features of social media enable businesses to engage and connect with customers, share information, build brand image and retain customers. This chapter aims to draw relevant and important insights from social media consumption in Indonesia and Malaysia by consumers and businesses and develop/propose a typology of social media marketing strategies for the B2C sector. The typology is based on two dimensions (engagement and commerce) and results in four social media marketing strategies (Social Media Optimization Strategy, Social Media Engagement-Focused Strategy, Social Media Commercial-Focused Strategy and Social Media Early Extension Strategy). The chapter commences with a background to social media usage among Indonesians and Malaysians, followed by a brief comparison of the usage before and after the COVID-19 pandemic. Based on the analyses of social media marketing strategies utilized by B2C firms, a typology of social media strategies is presented. The chapter concludes with social media marketing implications and addresses future challenges.
KW - Optimization strategy
KW - Engagement-focused strategy
KW - Commercial-focused strategy
KW - Early-extension strategy
U2 - 10.1007/978-3-030-81337-6_11
DO - 10.1007/978-3-030-81337-6_11
M3 - Chapter (Book)
SN - 9783030813369
T3 - Palgrave Studies of Marketing in Emerging Economies
SP - 247
EP - 275
BT - Marketing Communications in Emerging Economies, Volume II
A2 - Anning-Dorson, Thomas
A2 - Hinson, Robert E.
A2 - Coffie, Stanley
A2 - Bosah, Genevieve
A2 - Abdul-Hamid, Ibn Kailan
PB - Palgrave Macmillan
CY - Cham Switzerland
ER -