Downloads: 53 | Views: 301
Research Paper | Business Management | Indonesia | Volume 9 Issue 12, December 2020 | Popularity: 6.8 / 10
Testing Marketplace Brand Post Categorization Using Quantitative Content Analysis and Holsti Formula
Reynara Napitupulu, Erni Martini
Abstract: Customer engagement is an important first step to building brand awareness in marketing through social media. Marketplace in Indonesia is facing intense competition in retaining its customers due to the high level of customer movement to other marketplaces and the disloyality of customers to a marketplace. Marketplace in Indonesia is already active in managing social media, but it is not yet known whether the content that has been shared has a relationship with the formation of customer engagement. This study aims to find out if the brand experience dimension can be used in measuring brand page categorization and consumer engagement in social media. This research was conducted using quantitative content analysis method. Data categorized by manual coding referred to brand experience and customer engagement categorization. The validity for categorization using intercoder agreement with Holtsi formulation. The results show that the brand experience dimension was greater than the minimum 0.7 or 70 % so the categorization was valid.
Keywords: Facebook, Social Media, Content Analysis, Customer Engagement, Holsti Formula
Edition: Volume 9 Issue 12, December 2020
Pages: 1541 - 1544
Make Sure to Disable the Pop-Up Blocker of Web Browser
Similar Articles
Downloads: 1 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1
Case Studies, Business Management, United States of America, Volume 13 Issue 6, June 2024
Pages: 1229 - 1233Driving Sales Growth through Digital Marketing Initiatives: Case Studies and Best Practices
Raghunath Reddy Koilakonda
Downloads: 6 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1
Analysis Study Research Paper, Business Management, India, Volume 13 Issue 8, August 2024
Pages: 433 - 436Understanding the Impact of Digital Marketing on Consumer Buying Behavior: A Study of E-commerce Portals in Hyderabad
Kokkula Raj Kumar
Downloads: 9 | Weekly Hits: ⮙1 | Monthly Hits: ⮙3
Informative Article, Business Management, India, Volume 12 Issue 10, October 2023
Pages: 428 - 429The Power of Listening - Transforming Leadership in the Age of Communication
Harvinder Singh
Downloads: 133 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1
Research Paper, Business Management, Indonesia, Volume 8 Issue 12, December 2019
Pages: 1655 - 1659The Effects of Advertising Awareness on Social Media towards Brand Equity of Telkom University
Muhammad Naufal Rizkia, Erni Martini
Downloads: 141
Research Paper, Business Management, Somalia, Volume 8 Issue 1, January 2019
Pages: 2061 - 2062The Effect of Customer Relationship Management and Organizational Performance in Mogadishu Somalia
Mohamed Dahir Mohamud