The Impact of Social Media Usage on the Effectiveness of Military Recruitment: The Moderating Role of Economic Conditions

Toni Toni and Haliansyah Haliansyah

Studies in Media and Communication, 2025, vol. 13, issue 2, 38-49

Abstract: This study examines the impact of social media usage on military recruitment effectiveness and assesses the moderating role of economic conditions in the Jakarta region. By using social media usage like Facebook, Instagram, YouTube, and Tik Tok, this study investigates how these platforms enhance recruitment processes by targeting specific demographics, improving communication, and fostering engagement within various economic conditions. This study employs a quantitative research design with a case study approach focused on the Jakarta region. A simple random sampling technique was used to select 350 respondents, including military recruiters and potential recruits. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM) PLS. The findings show a significant positive relationship between social media usage and recruitment effectiveness. Platforms like Instagram and YouTube demonstrated higher effectiveness due to their visual and interactive nature. The moderating analysis revealed that economic conditions significantly influenced the relationship, with areas experiencing higher unemployment rates showing a stronger impact of social media campaigns on recruitment success. The results of this study contribute to the growing literature on digital marketing and recruitment by highlighting the importance of social media utilisation in recruitment strategies in military organisations. Additionally, this research provides insights for policymakers in military organisations in optimising recruitment strategies to align with regional economic dynamics and technological trends.

Date: 2025
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