Analyzing the use of social media communication strategies in Indonesia and Malaysia: insights and implications

Fandy Tjiptono, Ghazala Khan, Ewe Soo Yeong

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationMarketing Communications in Emerging Economies, Volume II
Subtitle of host publicationConceptual Issues and Empirical Evidence
EditorsThomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid
Place of PublicationCham Switzerland
PublisherPalgrave Macmillan
Chapter11
Pages247-275
Number of pages29
Edition1st
ISBN (Electronic)9783030813376
ISBN (Print)9783030813369
DOIs
Publication statusPublished - 2022

Publication series

NamePalgrave Studies of Marketing in Emerging Economies
ISSN (Print)2730-5554
ISSN (Electronic)2730-5562

Keywords

  • Optimization strategy
  • Engagement-focused strategy
  • Commercial-focused strategy
  • Early-extension strategy

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