The effectiveness marketing strategy for ride-sharing transportation: intersecting social media, technology, and innovation

Eddy Yunus (), Daniel Susilo (), Slamet Riyadi (), Meithiana Indrasari () and Teguh Dwi Putranto ()
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Eddy Yunus: University Dr. Soetomo, Indonesia
Daniel Susilo: University Dr. Soetomo, Indonesia
Slamet Riyadi: University Dr. Soetomo, Indonesia
Meithiana Indrasari: University Dr. Soetomo, Indonesia
Teguh Dwi Putranto: Airlangga University, Indonesia

Entrepreneurship and Sustainability Issues, 2019, vol. 7, issue 2, 1424-1434

Abstract: This paper will discuss the effectiveness of marketing on social media and motivation of users on social media account. Data shows that younger populations are heavily addicted to social media and fragmented in artificial communities on social media. This paper will use Krippendorf’s Content Analysis as a tool to analyze two Instagram accounts of the most extensive online transportation provider application in Southeast Asia, Grab. Ethnomethodology also used to analyze qualitative data from Grab users, creating meaning about exposure on Grab marketing on social media. Results of this research show how an intersection (or the common grounds) of social media, technology, and innovation became an effective strategy on marketing for Grab for becoming the leader of online transportation in Southeast Asia.

Keywords: grab; Instagram; marketing; transportation; Indonesia; Singapore (search for similar items in EconPapers)
JEL-codes: M39 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:7:y:2019:i:2:p:1424-1434

DOI: 10.9770/jesi.2019.7.2(44)

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