The Role of Commercial Advertising on Social Media to Develop Small Business in the Muslimah Entrepreneur Community

DOI

10.2991/978-2-494069-07-7_36How to use a DOI?

Keywords

Commercial Advertising; Social Media; Muslim Entrepreneur Community

Abstract

Today, social media is considered the most effective medium for promotion and advertising. Especially for commercial advertisements whose contents build awareness of a brand or trademark. Not only well-known brands, but small entrepreneurs also feel most helped by social media, so television or radio, as well as newspapers and magazines, are abandoned. Product or brand owners can post photos or videos of business products on social media accounts, such as Facebook and Instagram. And it will be seen by many. Currently, the circulation of mobile phones is more than the total population, because one person may have 2 or more devices (gadgets). Websindo.com data states that 56% of the total population of Indonesia already uses the internet, with an average of 50% more active social media users than total users. This figure shows enormous potential, especially since women are considered very fanatic about gadgets and social media. This research was conducted in a qualitative descriptive manner, with primary and secondary data sources. Interviews were conducted with 10 Muslim entrepreneurs who are members of the Binjai Muslim Entrepreneurs Association (IPEMI) community. The results show that commercial advertisements produced by Muslim entrepreneurs through social media have an effective role in developing small businesses and promoting their business products. The social media they use as media for product commercial advertisements are Facebook, Instagram, Tik Tok, and Snap Video. Social media causes the distance between products and brands to be closer and directly accessible. Because most of the products are household products, it is very suitable for followers to access social media belonging to Muslim businessmen IPEMI Binjai. What is interesting is that commercial advertisements are made independently, not using the services of a production house or advertising agency. Just take advantage of the photo and video features on their smartphones. However, technically, photos and videos of commercial advertisements have not been maximized. Professional ad creation training is required so that the resulting image or video quality can be better. So that it is more interesting to buy for those who look through social media.

Copyright

© 2023 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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TY  - CONF
AU  - Corry Novrica A. P. Sinaga
AU  - Rafieqah Nalar Rizky
PY  - 2022
DA  - 2022/11/15
TI  - The Role of Commercial Advertising on Social Media to Develop Small Business in the Muslimah Entrepreneur Community
BT  - Proceedings of the International Conference on Communication, Policy and Social Science (InCCluSi 2022)
PB  - Atlantis Press
SP  - 323
EP  - 329
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-07-7_36
DO  - 10.2991/978-2-494069-07-7_36
ID  - Sinaga2022
ER  -