Digital Strategy Research Articles

Social Media Preferences and Usage Behaviour among Indonesians Insights and Implications for Business Strategies

This study explores social media preferences and behaviors among Indonesian users aged 18 to 64, surveyed between August and September 2024. Utilizing a sample of 156 respondents, the research aims to uncover patterns in platform usage, content preferences, and receptivity to advertisements. The results reveal that Instagram is the most used and preferred social media platform among respondents, positioning it as a crucial channel for businesses targeting the Indonesian market. These findings offer valuable insights into the social media habits of Indonesian users, providing practical implications for businesses looking to optimize their digital marketing strategies. By identifying key trends in platform popularity, user behavior, and engagement with specific types of content, businesses can better tailor their digital outreach and advertising efforts. The study also highlights that users are most engaged during particular times of the day and show a strong preference for content related to entertainment, education, and career development. These insights allow businesses to strategically target users with personalized content that aligns with their interests and maximizes engagement. Furthermore, the importance of understanding consumer preferences in shaping effective advertising campaigns is emphasized, particularly in the rapidly evolving digital landscape of Indonesia. This study shows the dominance of Instagram platform among social users.

Youth activism and (de)personalized remix on TikTok

ABSTRACT Social media has provided everyday actors with a platform to share their personal stories and ideas. This has had a profound effect on activism, as movements are increasingly built up and amplified through the circulation of participants’ individualized motivations, experiences, and sentiments. TikTok has emerged as a salient site for studying this turn: it has proven to be a highly successful tool in activist campaigns, strongly affords personalized communication, and supports a main user base of young people known for emphasizing self-expression in their online participation. Since remix is the core form of sharing on TikTok, users are encouraged to insert and articulate themselves not only in the process of content creation, but in the process of circulation as well. Here, we focus on the way remix is exploited as a mode of personalizing activist content on TikTok, particularly among young users. We do so by qualitatively coding and analyzing remixed content associated with the digital activist organization Gen-Z for Change. We find that, despite expectations based on prior research and the observed behavior of older users, young users tended to resist personalization in their remix strategies. Yet, they simultaneously managed to assert their presence in ways that are meaningful on the app. Our results elaborate on digital activist strategies and the role of platform affordances therein, and add important nuance to common conceptions of youth political participation styles.

Development of Digital-Based Marketing Strategies: A Case Study on Franchiseglobal.com

This study aims to analyze the digital-based marketing strategy implemented by FranchiseGlobal.com in order to increase exposure, market penetration, and brand awareness in the franchise industry. Using qualitative descriptive methods and a case study approach, this study explores digital marketing strategies that utilize big data, digital platforms, and social media to reach potential franchisees. Data were obtained through interviews, documentation, and direct observation of FranchiseGlobal.com's marketing activities. The results of the study indicate that the digital marketing strategy implemented by FranchiseGlobal.com, both in the short, medium, and long term, has succeeded in increasing the number of website visitors and brand awareness, although there are still challenges in expanding penetration into international markets, especially ASEAN. This study concludes that digital-based marketing is a crucial component in developing a franchise business more widely and effectively, and provides recommendations for optimizing the use of big data and technological innovation in future marketing strategies.

Assessing the Effectiveness of Digital Marketing in Enhancing Tourist Experiences and Satisfaction: A Study of Thailand’s Tourism Services

Inbound digital marketing strategies play a vital role in the tourism industry, significantly influencing visitors’ decision-making processes, enhancing tourist experiences, and ensuring post-consumption satisfaction. This study explores the effectiveness of digital marketing strategies in shaping tourists’ perceptions of service quality and sustainability and their subsequent impact on overall satisfaction and behavioural intentions. This paper developed a conceptual framework and hypotheses through a comprehensive literature review to assess the causal relationships between digital marketing effectiveness, perceived destination service quality, perceived destination sustainability quality, tourist satisfaction, and behavioural intention. The empirical analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) on data collected from 195 international tourists in Thailand’s coastal regions. The results reveal that while digital marketing effectiveness directly influences tourists’ perceptions of service and sustainability quality, it indirectly influences tourist satisfaction and behavioural intentions through these perceptions. The findings highlight the critical role of aligning digital marketing strategies with service quality and sustainability initiatives. Moreover, the developed construct serves as a valuable tool for assessing and maintaining the destination image, helping tourism providers to improve their offerings and continuously foster long-term customer relationships.

Digital Transformation Strategy and Management

This literature review explores the evolving landscape of digital transformation strategy and management, emphasizing the critical role of strategic alignment and leadership in facilitating successful transformation initiatives. As organizations navigate the complexities of digital change, understanding the key drivers, barriers, and best practices becomes essential for achieving long-term competitive advantage. This review synthesizes existing research on digital transformation frameworks, management approaches, and the importance of fostering a culture of innovation and collaboration. It highlights the need for a comprehensive strategy that integrates technology investments with organizational goals, ultimately guiding firms toward effective adaptation in the digital economy. Keywords: Digital Transformation, Strategy, Management, Leadership, Innovation, Competitive Advantage.

Analisis Pengaruh Electronic Word of Mouth, Brand Image, Brand Trust terhadap Keputusan Pembelian pada Marketplace Shopee

This study aims to analyse the effect of Electronic Word of Mouth (e-WOM), brand image, and brand trust on purchasing decisions at the Shopee marketplace. The research method used is quantitative. Data was collected through questionnaires distributed to 100 Shopee users in Indonesia. The results of the analysis show that e-WOM, brand image, and brand trust have a positive and significant influence on purchasing decisions. Of the three variables, brand trust has the most dominant influence in shaping consumer decisions to make purchases. This research provides implications that Shopee needs to increase consumer trust and strengthen brand image to drive purchasing decisions through effective digital marketing strategies.

Gerindra Party's Legislative Election Campaign Communication Plan

The Gerindra Party's communication tactics during parliamentary elections are examined in this article. It emphasizes how the party has adjusted to the changing media environment by combining digital strategies on sites like Facebook and Twitter with more conventional techniques like town hall meetings. The study points to a knowledge gap regarding the creation and consumption of political messaging in Indonesia's ever-changing digital landscape. The study attempts to evaluate the efficacy of these tactics through a combination of media content analysis, interviews, and documentary reviews. The findings show that, despite difficulties with crisis management, Gerindra's strategy was effective in attracting a varied electorate. Political parties that are adjusting to internet communication and voter mobilization may find this study useful.

Efektivitas Penggunaan Influencer dalam Strategi Pemasaran Digital

Digital marketing strategies have come a long way, but a key challenge is reaching an increasingly fragmented audience. In this context, the use of influencers in digital marketing strategies has become an effective alternative. This research explores the effectiveness of using influencers in digital marketing strategies in the rapidly evolving social media era. This research utilizes the literature review method to integrate credible references relating to digital marketing resources. The results show that planned collaboration between companies and influencers not only increases the visibility of the goods or services offered, but also builds consumer trust, which contributes to increased conversion and customer loyalty. The findings provide practical insights for marketers to design more effective digital marketing strategies, emphasizing the importance of value alignment between companies and influencers and innovation in content creation. It is desired that this research can serve as a benchmark for companies in harnessing the potential of influencers as an integral part of their digital marketing strategy.

Analysis Of The Influence Of Digital Marketing Strategy Through Search Engine Optimization (SEO) In Increasing Sales Of Msme Products In Indonesia

This research aims to analyze digital marketing strategies through Search Engine Optimization (SEO) in increasing product sales. The object of this research is MSME actors in Indonesia. The inscriptors used in digital marketing are Accessibility, Interactivity, Entertainment, Credibility, Irritation, Informativeness. This type of research is a descriptive research with a quantitative approach and the analysis used is a partial Least Square (PLS) model analysis carried out by evaluating the outer model and evaluating the inner model. The number of respondents representing MSME actors was 150 respondents. The results of the study show that Accessibility has a significant positive effect on Product Sales. Accessibility has no positive and insignificant effect on SEO (Search Engine Optimization). Credibility has a positive but not significant effect on Product Sales. Credibility has a significant positive effect on SEO (Search Engine Optimization). Entertainment has a significant positive effect on Product Sales. Entertainment has a positive but not significant effect on SEO (Search Engine Optimization). Informativeness has a significant positive effect on Product Sales. Informativeness has a significant positive effect on SEO (Search Engine Optimization). Interactivity has a positive but not significant effect on Product Sales. Interactivity has a positive but not significant effect on SEO (Search Engine Optimization). Irritation had a positive but not significant effect on Product Sales. Irritation has a significant positive effect on SEO (Search Engine Optimization).

The Influence Of Digital Marketing And VAT (Value Added Tax) Literacy On Consumer Purchasing Behavior

This study aimed to examine the impact of digital marketing and VAT (Value Added Tax) literacy on consumer purchasing behavior. It investigates how marketing through digital media, along with VAT literacy, can affect respondents as consumers across both online and offline platforms. The research employs a quantitative approach, utilizing primary data collected through questionnaires and multiple linear regression techniques. The population consists of 387 students from “Universitas Advent Indonesia,” who graduated in 2023, with a sample of 151 students from the economics faculty. The sampling method used is probability sampling, resulting in 82 respondents. The independent variables are digital marketing and VAT (Value Added Tax) literacy, while the dependent variable is consumer purchasing behavior. This study utilizes SPSS 27 software. The findings indicate that digital marketing and VAT literacy, when considered together, influence consumer purchasing behavior. Additionally, the results of the study shows that effective digital marketing strategies can strengthen consumer relationships and enhance loyalty, making them essential in today’s digital age. However, VAT literacy has little impact on purchasing behavior since the surveyed respondents already have high VAT literacy.

Усовершенствование первичной медико-санитарной помощи с применением цифровых технологий: методология разработки инструментария оценки «цифровой зрелости» и научно обоснованные рекомендации

The digitalization of the economy, especially within the framework of the concept of Industry 4.0, has a significant impact on the medical field. In healthcare, digital technologies such as telemedicine technologies, decision support systems and artificial intelligence increase the availability and quality of medical services. The purpose of the study is to develop scientifically based recommendations for improving primary health care using the developed tools for assessing the «digital maturity» of primary care organizations. Materials and methods. To develop recommendations, a methodology was used to assess the «digital maturity» of medical organizations providing primary health care. Experts assessed the indicators of «digital maturity», and their significance was determined through a weighted average. The results of the assessment made it possible to identify the main, additional and excluded indicators, which became the basis for further development of recommendations. Results. Based on the developed methodology, classifications of the levels of «digital maturity» of medical organizations providing primary health care, ranging from low to high levels, were created. These classifications made it possible to identify key aspects that need improvement, including digital infrastructure, information system functionality, the use of artificial intelligence, as well as digital literacy of medical personnel. Conclusions. The digital transformation of primary health care contributes to improving the quality and accessibility of medical services, especially in remote regions. The developed methodology makes it possible to objectively assess the level of digitalization and formulate recommendations for individual digital transformation strategies in the regions of Russia. It is important to continue monitoring and research to assess the long-term effects of digitalization.

Follow the Leader Or Not: Firms’ renaming strategy in nascent and growth stages of a global digital field

Drawing on literature about isomorphism within institutional fields, this study investigates the dynamics of institutional fields in their nascent and growth stages, focusing on legitimacy differences between central and non-central field positions. Specifically, in the context of a global digital field, we analyze how the cross-border legitimacy gap between a leader country (central position) and a follower country (non-central position) influences the digital renaming strategies of firms in the follower country, as well as audience reactions. In the nascent stage, where field uncertainty is high, this legitimacy difference intensifies uncertainty in the follower country, discouraging firms from adopting digital names. In contrast, during the growth stage, as uncertainty about the future of the digital field lessens, the legitimacy difference offers an opportunity for arbitrage, motivating firms to embrace digital renaming. This renaming strategy attracts greater investment from institutional investors in the growth stage compared to the nascent stage. Our empirical analysis, based on the digital renaming of publicly listed Chinese firms from 2012 to 2018, supports these findings. This study advances the field isomorphism literature by highlighting the impact of legitimacy differences between field positions and the distinctive features of the growth stage.

The Impact of Marketing Mix and Digital Integrated Marketing Communication on Improving Private Vocational Colleges Image in Chonburi Province

This research aims to explore the role of digital marketing communication and the marketing mix in creating and enhancing the image of private vocational colleges in Chonburi Province. The study focuses on four main objectives: (1) analyzing the demographics of students at these institutions, (2) examining the digital marketing strategies employed by the colleges, (3) investigating the application of the marketing mix, and (4) assessing the relationship between digital marketing communication and the marketing mix in enhancing the colleges' image. Using a mixed-methods approach, the research collected quantitative data from 388 students and qualitative insights from interviews with five college administrators. The findings reveal that the majority of students are male, enrolled in industrial programs, and generally have positive opinions about the digital marketing efforts and marketing mix employed by their institutions. College administrators recognize the significant impact of these strategies, particularly in areas such as curriculum development, service delivery, and public relations, which play a crucial role in strengthening the institution's image. This research highlights the importance of integrating digital marketing communication and the marketing mix to create a strong and memorable image for vocational colleges. By effectively meeting the needs and expectations of students, parents, and other stakeholders, these institutions can enhance their reputation and appeal.

Community learning for marketing management and digital marketing of Jasmine Rice by Nong Hin Housewives Group, Ratchaburi Province

Background and Aim: The Nong Hin Housewives Group has been instrumental in cultivating and marketing Jasmine rice, a product renowned for its quality. However, the group faces challenges in adopting modern marketing strategies, particularly in the digital realm. This study aims to analyze the current marketing practices, identify gaps in digital marketing skills, and develop a framework for effective community learning. By leveraging digital tools, the group can enhance its marketing efforts, reach a broader audience, and increase product sales. Materials and Methods: This study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews. Surveys were distributed to 200 community members across different generations to assess their digital media usage and preferences. In-depth interviews were conducted with key members of the Nong Hin Housewives Group to understand their marketing challenges and aspirations. Data were analyzed using statistical methods for the survey responses and thematic analysis for qualitative data. Results: The findings reveal a significant disparity in digital media usage among different generations, with Facebook emerging as the most popular platform. The data indicate that 66.50% of respondents actively use Facebook for marketing purposes. The study also identified challenges related to digital literacy within the community, affecting the effective use of online marketing tools. Despite these challenges, there is a strong interest in learning and adapting to digital marketing strategies. Conclusion: The research underscores the importance of community learning in enhancing the marketing management and digital marketing capabilities of the Nong Hin Housewives Group. By investing in digital literacy training and developing tailored marketing strategies, the group can significantly improve its outreach and sales of Jasmine rice. The study emphasizes the need for ongoing support and resources to facilitate the transition into effective digital marketing practices.

Can digital technology adoption promote environmental innovation in small and medium-sized enterprises (SMEs)? Evidence from China

Despite the widespread acknowledgment in both industry and academia of the substantial potential of digital technology for fostering innovation and sustainable development, there remains uncertainty surrounding whether integrating these technologies can improve environmental innovation in small and medium-sized enterprises (SMEs) due to the liability of smallness. This paper utilizes a panel dataset comprising 1036 Chinese manufacturing SMEs listed between 2011 and 2020 to investigate the influence of different digital technology adoption strategies—specifically, digital technology adoption breadth (DTAB) and digital technology adoption depth (DTAD)—on SMEs' environmental innovation. Additionally, we examine the moderating effects of government subsidies and industrial agglomeration on these relationships. The results reveal that (1) DTAB has a negative effect on SMEs' environmental innovation; (2) DTAD positively affects SMEs' environmental innovation; and (3) both government R&D subsidies and environmental subsidies can positively moderate the relationships among DTAB, DTAD, and environmental innovation within SMEs. These findings are extended and upheld after undergoing a series of further analyses, endogeneity analyses, and robustness tests. Our research suggests that SMEs are not as suited to the broad adoption of digital technologies as large firms; instead, they should focus on the deep application of specific digital technologies to promote environmental innovation.

Participatory Community Learning to Develop a Digital Market Management System for Community Enterprises and Stable Occupation Groups Nam Phrik Kaeng Krua Khanong, Song Khanong Subdistrict, Sam Phran District, Nakhon Pathom Province

Background and Aim: Digital Marketing Management is critical for successfully promoting products and services in the digital age. It allows businesses to reach a larger audience, interact with customers in real-time, and tailor strategies based on data insights to boost growth and brand awareness. This study investigates the digital marketing practices of the Song Khanong Occupation Group in Prik Kaeng Krua Khanong, Nakhon Pathom Province, aiming to enhance customer engagement, brand awareness, and sales outcomes by focusing on Generation Z and Baby Boomers. Materials and Methods: A mixed-methods approach was utilized, combining surveys of 200 community members on digital media usage, content preferences, brand perception, and customer satisfaction, along with interviews with key stakeholders about marketing strategies. Data analysis involved calculating mean scores to assess satisfaction with digital marketing elements. Results: Results showed high satisfaction among Generation Z, with Facebook as the preferred platform (mean score: 4.86). Infographics and videos received the highest scores (4.93 and 4.80, respectively), while Baby Boomers valued brand aesthetics (overall score: 4.77). Tools like Chatbots and QR Codes enhanced user experience significantly. Conclusion: The study underscores the need for effective digital marketing strategies in community enterprises to boost engagement and brand recognition. High satisfaction levels indicate that tailored content and a robust online presence are essential for customer retention. Future efforts should focus on continuous improvement and leveraging technology for better communication, enabling sustainable growth for community enterprises in Song Khanong.

Flags, sports, and the common good: the nationalism that advances the gambling industry

This study investigates how nationalist sentiments enable the gambling industry to capitalize on national markets. With the help of qualitative content analytical tools, we analyzed 500 curated social media posts targeting Finnish and Swedish audiences. The study compared narrative templates, identifying speaker positions (inside/outside sociocultural context) and types of nationalist connotations (surface-level/in-depth). The results are displayed in a four-field matrix that reveals that Finland’s state gambling monopoly, Veikkaus, leverages ‘cultural nationalism’ to highlight its social role, portraying itself as a supporter of Finnish values, sports, and civil society. In contrast, international gambling companies and former domestic monopolies in Sweden’s license-based regulatory system use more mechanical, ‘sports-nationalist’ symbols, though the former monopoly companies occasionally refer to traditional Swedish cultural identity symbols. Compared to Veikkaus, the Swedish operators approach the national market as commercial outsiders, seeking public trust through sports associations. The study sheds light on how regulatory systems shape digital capitalist strategies for targeting national consumers on the social media.

Deep Traces of Social Media: A Study on its Economic and Psyshological Effects

The rapid spread of social media platforms has deeply affected modern societies and led to significant changes in economic and psychological fields. This article aims to examine the deep traces of this phenomenon by focusing on the economic effects and psychological consequences of social media. It covers topics such as the economic effects of social media, its effects on consumer behavior, the transformation of advertising and commerce, as well as revenue models and innovations in the business world. In particular, the development of digital marketing strategies, brand awareness creation processes and their effects on businesses' customer relationship management were examined. In terms of psychological effects, the effects of social media on individuals, social connections, self-perception and psychological health are discussed. New psychological conditions such as loneliness, anxiety, social comparison and digital fatigue are among the problems that arise with the widespread use of social media. This article provides a critical review to understand the complex effects of social media on today's societies and lay the foundation for future research.

Digitalization's influence on corporate sustainability strategies in the context of new environmental law

Following the implementation of the new environmental law, this paper investigates the impact of digitalization on corporate sustainability, grounded in digital economy strategies and sustainable development principles. Utilizing a sample of Chinese A-share listed companies from 2015 to 2021, the study explores how corporate digitalization influences their sustainable development and the underlying mechanisms involved. The findings indicate that corporate digitalization significantly improves sustainable development, with internal control quality and financing constraints acting as partial mediators in this process. Based on these findings, recommendations are provided to help Chinese listed companies implement the sustainable development strategies.

Digitalize and stabilize: corporate digital transformation and performance volatility

ABSTRACT Digital transformation has emerged worldwide as a defining element of corporate strategies, driven by the rapid evolution of technologies. Understanding how digital transformation impacts firm performance and uncovering its underlying mechanisms has become essential for both theoretical exploration and practical application. This study investigates the impact of corporate digital transformation on performance volatility. We find that digitalization significantly attenuates firm performance fluctuations. This effect is primarily attributable to the synergistic interplay of strategic guidance, organizational empowerment, environmental support, and digital achievement. We show that digital transformation enhances performance stability by reducing information asymmetry between firms and their stakeholders. Our results indicate that these stabilizing effects are particularly pronounced in state-owned enterprises. The results are robust after addressing endogeneity concerns. This research contributes to the discourse on digital transformation strategies and their implications for corporate performance and risk management in emerging markets.