Wijaya, Bambang Sukma and Sutawidjaya, Ahmad Hidayat (2015) Planted with Word-of-Mouth, Flourished with Social Media Communications: How a Small Business Brand in Indonesia Grows Globally in the ‘Land’ of Branderpreneurship. International Journal of Applied Business and Economic Research, Vol.13 (No.05). pp. 3393-3408. ISSN 0972-7302
Preview |
Text (pdf)
planted-with-word-of-mouth-flourished-with-social-media-communications.pdf - Published Version Download (660kB) | Preview |
Abstract
The power of communications through Word-of-Mouth (WOM) and the efficacy of social media in communicating the brand values are also used by Small and Medium Enterprises (SME) or small business brands in Indonesia. This research examines a small business brand, Maicih Spicy Chips (known with the global brand ‘Spicy Granny’), which is able to demonstrate a phenomenal performance, with the spirit of Branderpreneurship. Using case study method, the researchers saw the main strength of Maicih is on identifying and communicating values. Besides good at capturing insights of urban youth who like a challenge and associate it with a spicy level of the chips product, Maicih also succeeded in communicating the brand values through word-of-mouth and strengthened by the use of social media to reach a wider audience, as well as in expanding the distribution network of its brand values globally.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Social Media Communications, Word-of-Mouth, Small Business Brand, Maicih, Branderpreneurship, Global Brand, Indonesia |
| Subjects: | Communication Science > Mass Media Communication Communication Science > Mass Media |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 01 May 2016 09:27 |
| Last Modified: | 01 May 2016 09:27 |
| URI: | https://repository.bakrie.ac.id/id/eprint/72 |
Actions (login required)
 |
View Item |