Analysis of Mabello Indonesia’s Electronic Word of Mouth in Increasing Local Product Competitiveness Through Social Media

Andi Afiyah (), Tuti Bahfiarti () and Muhammad Akbar ()
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Andi Afiyah: Universitas Hasanuddin, Department of Communication, Faculty of Social and Political Science
Tuti Bahfiarti: Universitas Hasanuddin, Department of Communication, Faculty of Social and Political Science
Muhammad Akbar: Universitas Hasanuddin, Department of Communication, Faculty of Social and Political Science

A chapter in Proceedings of the 2nd International Conference on Administrative Science (ICAS 2024), 2025, pp 136-146 from Springer

Abstract: Abstract This study explores the role of Electronic Word of Mouth (e-WOM) in enhancing the competitiveness of Mabello Indonesia, a local cosmetic brand from South Sulawesi, through social media. Using a qualitative descriptive method, this study. analyzes Mabello Indonesia’s e-WOM strategy through Sernovitz’s (2009) five-dimensional model—Talkers, Topics, Tools, Taking Part, and Tracking. Data was collected through in-depth interviews with Mabello staff and consumers who actively shared reviews on social media. The results of this study show that Mabello effectively leverages e-WOM through several key strategies. First, by engaging influencers and active consumers as primary talkers. Second, focusing on product benefits as the main topic of communication. Third, utilizing giveaways and question-and-answer (Q&A) sessions as tools to increase interaction. Fourth, actively participating in consumer conversations to address negative word of mouth. Lastly, by carefully monitoring and responding to reviews, questions, and complaints to overcome e-WOM barriers. The study contributes to the literature on digital marketing by providing actionable insights for MSMEs to optimize e-WOM strategies, ultimately strengthening their competitiveness in the digital era.

Keywords: Digital Marketing Strategy; Electronic Word of Mouth (e-WOM); Local Cosmetic Industy; MSMEs; Social Media (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-791-5_16

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