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

Authors

Yunus, Eddy
University Dr. Soetomo, Surabaya, Indonesia https://www.unitomo.ac.id/
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Susilo, Daniel
University Dr. Soetomo, Surabaya, Indonesia https://www.unitomo.ac.id/
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Riyadi, Slamet
University Dr. Soetomo, Surabaya, Indonesia https://www.unitomo.ac.id/
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Indrasari, Meithiana
University Dr. Soetomo, Surabaya, Indonesia https://www.unitomo.ac.id/
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Putranto, Teguh Dwi
Airlangga University, Surabaya, Indonesia http://www.unair.ac.id
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Journal title

Entrepreneurship and Sustainability Issues

Volume

7


Number

2


Issue date

December 2019


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 1316  |  PDF downloads: 614

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