Detail Consumer Community as a Cyber Marketing Public Relations Strategy and Implementation: An Ethical Consideration (presented in Indonesia International Conference on Communication - IICC, at Jakarta, 22-23 November 2010) Bibliografi Author: Kartikawangi, Dorien ; Henriques, Eletherius Are Embu Topik: communication; cyber marketing public relations; computer mediated communication; communication ethics Bahasa: (EN )     Penerbit: Department of Communication, Faculty of Social and Political Science Universitas Indonesia     Tempat Terbit: Depok    Tahun Terbit: 2010     Jenis: Papers/Makalah - pada seminar internasional Fulltext: Ethics on Cyber MPR-Dorien-Embu.pdf (50.28KB; 20 download) Cover IICC2.pdf (645.76KB; 4 download) Abstract The aim of this paper is to explain the ethic issue of consumer community as cyber marketing public relations strategy and implementation. This explanation is derived from theoretical framework of computer mediated communication theory and the implementation of business communication competence strategies that are firmly in marketing and communication theories on 4Ps (Product, Price, Place, Promotion) to 4Cs (Consumer need and want, Consumer Cost, Convenience, Communication). Methods used for this research is in line with a constructivist paradigm with qualitative and interpretive approach. Finding shows that there is a significant role of consumer communitization in the case of cyber marketing public relations in order to develop conversation as well as collaboration with consumer. The implementation of consumer communitization bring about significant benefit in stabilization and commercialization its products or services. It is low budget with high impact on return. Some consumer communities are created and maintained by loyal consumer, but it also can be created and maintained by companies as well. The topics in this community communication are flourish and fruitful on specific product or service. To complete their cyber marketing public relations, they create off air activities such as touring, community development, bazaar, seminar and discussion that can be categorized as community edutainment. Since these communities have a strong impact to companies and its product or service, it should manage carefully regarding to the positive and negative conversation and discussion that may arise among member. Positive topic may help increasing product or service selling but the other way around, negative topic may ruin product or service selling brutally. In this case, an ethical consideration should be placed in order to preventing the worst. As conclusion, unique approach should be used in designing and implementing strategic cyber marketing public relations management. The uniqueness is especially on the communitizing consumer in creating effective communication that may increase product or service selling. This model is low budget with high impact in return. It is also promising in the future but not much company willing to use it regarding to the readiness of the company and the ethical consideration. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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