Social media influence on the promotion of sustainable fisheries management: Insight from Indonesian blue swimming crab

Abstract

Abstract Blue swimming crab is one of potential fisheries commodities in Indonesia that has been mainly exported to America. Crab industry contributed to national economy due to high export volume and value. The use of social media has surged due to digitalization, becoming a crucial marketing strategy for maximizing business profits. The role of social media in non-profit organizations for fisheries sustainability campaigns remains unexplored. Therefore, this study aimed to analyze to the role of social media in promoting sustainable blue swimming crab fisheries programs in Indonesia. Data was collected for 14 days from 31 social media users on various platforms, such as Instagram, Facebook, LinkedIn, and YouTube. SmartPLS 3.2.9 was applied to analyze the effect of recall, recognition, alternative, and recalling on blue swimming crabs fishery programs on interaction and effectiveness consumer brand engagement (CBE). Results showed that the most recognized fisheries sustainability programs for blue swimming crabs were crab apartment and GTK-5 Minutes. Meanwhile, the crab enlargement program and APRI Youth Innovation were known through moment-open recruitment. Knowing and following APRI’s social media has significant effect on CBE’s interaction and effectiveness. Social media could also be used as a marketing strategy to promote sustainable fisheries management programs The research reveals the significance of social media in fostering consumer engagement and promoting sustainable practices in fisheries management programs by non-profit organization through effective marketing strategies.