BENEFITS OF INSTAGRAM AS A PROMOTIONAL MEDIUM FOR SCARLETT WHITENING PRODUCTS

IF 3.3 Q2 BUSINESS

Asia-Pacific Journal of Business Administration Pub Date : 2022-10-20 DOI:10.61317/js.v2i1.59

Doni Dirgantara

引用次数: 0

Abstract

Technological developments make progress on the ease of communication, one of which is Instagram. Instagram has become a popular alternative media in marketing products, especially among generation Z. One of them is Scarlett Whitening products. Scarlett Whitening is a local product engaged in cosmetics and skin care. This study aims to analyze the strength of EWOM of Scarlett Whitening products carried out through Instagram social media. This research uses a qualitative research method with an interpretative descriptive research type that uses in-depth interview techniques as a data collection method. The results illustrate that Instagram EWOM in terms of the three dimensions described by Goyette, et.al is appropriate up to the content stage and plays a major role in convincing generation Z to make purchasing decisions on Scarlett Whitening products through Instagram social media.

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instagram作为scarlett美白产品的宣传媒介的好处

科技的发展使得交流变得更加便捷，Instagram就是其中之一。Instagram已经成为一种流行的产品营销替代媒体，尤其是在z世代中。其中一种是斯嘉丽美白产品。斯嘉丽美白是一个本地产品从事化妆品和皮肤护理。本研究旨在分析Scarlett美白产品通过Instagram社交媒体进行eom的力度。本研究采用定性研究方法和解释性描述性研究类型，采用深度访谈技术作为数据收集方法。研究结果表明，Goyette等人描述的三个维度的Instagram EWOM在内容阶段是合适的，并且在说服Z世代通过Instagram社交媒体购买Scarlett美白产品方面发挥了重要作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asia-Pacific Journal of Business Administration BUSINESS-

CiteScore

7.20

自引率

13.20%

发文量

期刊介绍： The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.