Detail Consumer Response to Promotion in Social Media A Study Using AISAS Model (presented at The 7th International Conference on Knowledge-Based Economy and Global Management at Tainan, Taiwan, 2-3 November 2011) Bibliografi Author: Nugroho, A.Y. Agung ; CHARLIE, CAROLINE Topik: AISAS model; Promotion; Social Networking Sites; Facebook; JABFUNG-AYN-2016-B03 Bahasa: (EN )     Penerbit: Southern Taiwan University of Science and Technology     Tempat Terbit: Tainan, Taiwan    Tahun Terbit: 2011     Jenis: Papers/Makalah - pada seminar internasional Fulltext: Consumer Response to Promotion in Social Media A Study Using AISAS Model(1).pdf (3.64MB; 9 download) Consumer Response to Promotion in Social Media A Study Using AISAS Model - text - plus cover.pdf (1.92MB; 3 download) Abstract In the recent years social networking have grown popularity throughout the world. Social media has enabled people to connect over internet sites like Facebook - the world's largest social network One of its attractive features is the "fan page ". Users can create and manage their own page, as well as link and share it to friends in their network This has become a promoting media for business to reach the target market. Online advertising industry grows along with the development of online audiences. For marketers, social networks provide opportunities to closely engage with customers to enable them develop more targeted advertising and marketing campaigns. The study aims to determine factors that influence Facebook users to join a'fan page" and to measure its promotion effectiveness according to Attention-Interest-Search-Action-Share (AISAS) framework model developed by the Dentsu Group. The framework is considered to be the appropriate concept for online customer behavior study. The research method used in this study is an explorative study. The data collection applied an online survey targeted to the Facebook users with a population of students of Atma Jaya Catholic University of Indonesia as 95 respondents collected through purposive sample technique. The study shows that joining a fan page was mainly driven by interests to the respective products and the various events created by the company. In general, promotions through Facebook fan page can be relatively effective to reach target audiences. According to the AISAS framework it is also revealed that that the highest consumer response to the fan page on Facebook is on the element of Attention with a mean score of 3.33, and the lowest is the Action element with a mean score of 2.74. However, the Share element has a higher mean score than the Action. This indicates that the promotion through the fan page successfully create attention on the target audience's mind about a certain product and encourage them to share it, although they do not necessarily perform an action or buy the product. Further research on fan page use for specific products and with a wider sample of Facebook users are recommended. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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