Proceedings of the 7th International Conference on Social and Political Sciences (ICoSaPS 2022)

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Social Media and Product Branding for MSMEs Actors

Authors
Ido Prijana Hadi1, *
1Faculty of Humanities and Creative Industries, Department of Communication Science, Petra Christian University, Jl. Siwalankerto, 121-131, Surabaya, Indonesia
*Corresponding author. Email: ido@petra.ac.id
Corresponding Author
Ido Prijana Hadi
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-77-0_54How to use a DOI?
Keywords
Social Media; Branding; Interaction; MSMEs
Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Indonesia thrive and provide hope for small businesses. They are starting from the culinary business, fashion, education, automotive, agribusiness, tour & travel, innovative products, internet technology, cosmetics/beauty, event-organizer, cleaning services, children’s needs, etc. MSMEs are business activities carried out by individuals or privately owned business entities. The focus of MSME business is ordinarily on one Line of business. Moreover, it is easy to start compared to large-scale businesses. This study uses a qualitative approach with phenomenological methods. This study seeks to reveal the experiences of MSME actors when interpreting the various uses of social media in supporting their businesses. The subjects of this study amounted to 14 MSME actors of various ages, moreover, various types of businesses. Data collection techniques is by conducting in-depth interviews, namely to reveal the natural story of each individual’s life experience. The results showed that social media such as Facebook, Instagram, YouTube, Twitter, TikTok, Whatsapp, and Line provided space for interaction and communication between sellers and consumers. Social media helps the branding process attract users’ attention and expand new followers as potential customers. The implication of this study is to maintain politeness in communicating with the language without being abbreviated. Moreover, caring for consumers.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Social and Political Sciences (ICoSaPS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
978-2-494069-77-0
ISSN
2352-5398
DOI
10.2991/978-2-494069-77-0_54How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ido Prijana Hadi
PY  - 2022
DA  - 2022/12/30
TI  - Social Media and Product Branding for MSMEs Actors
BT  - Proceedings of the 7th International Conference on Social and Political Sciences (ICoSaPS 2022)
PB  - Atlantis Press
SP  - 394
EP  - 405
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-77-0_54
DO  - 10.2991/978-2-494069-77-0_54
ID  - Hadi2022
ER  -