Received:
2019-09-16 | Accepted:
2019-09-30 | Published:
2019-12-15
Title
The effectiveness marketing strategy for ride-sharing transportation: intersecting social media, technology, and innovation
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.
Keywords
grab, Instagram, marketing, transportation, Indonesia, Singapore
JEL classifications
M39
URI
http://jssidoi.org/jesi/article/447
DOI
Pages
1424-1434
Funding
This work is a part of the ongoing Marketing Communication Research project sponsored by Dr. Soetomo University, Indonesia. All authors express their gratitude to the Rector of Dr. Soetomo University for research support.
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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