{"title":"BENEFITS OF INSTAGRAM AS A PROMOTIONAL MEDIUM FOR SCARLETT WHITENING PRODUCTS","authors":"Doni Dirgantara","doi":"10.61317/js.v2i1.59","DOIUrl":null,"url":null,"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.","PeriodicalId":45401,"journal":{"name":"Asia-Pacific Journal of Business Administration","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2022-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia-Pacific Journal of Business Administration","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.61317/js.v2i1.59","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.
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