Using PESTEL Framework to Analyze User-Generated Content Usage on Social Media: The Case of Indonesian Tourism and Travelling Business on Instagram

Paramadita, S and Sasongko, A H and Candra, S (2019) Using PESTEL Framework to Analyze User-Generated Content Usage on Social Media: The Case of Indonesian Tourism and Travelling Business on Instagram. In: WOMELA-GG 2019, 26 January 2019, Medan, Indonesia.

[thumbnail of PDF]
Preview
Text (PDF)
eai.26-1-2019.2283139.pdf - Published Version

Download (301kB) | Preview

Abstract

The objective of this study is to empirically compare the effectivity of user-generated-content usage throughout social media with other traditional advertisement medias such as television, radio, and printed media in terms of consumers’ buying decision throughout Indonesia’s tourism business. Nowadays, millennials generation tend to choose travelling experiences rather than buying goods. Furthermore, social media such as Instagram has played an important role in millennials generation’s life; they engage in social media on a daily basis. This study used mixed method approached with PESTEL Framework as qualitative method and questionnaire deployment as quantitative method resulting in exploratory sequential research design. Questionnaires has been deployed to 245 social media users and the data was processed with SPSS. Based on the research applied, user-generated-content usage inside Instagram application as new marketing media for Indonesian tourism business has proven to be more effective compare to other traditional marketing media as people intend to trust words-of-mouth better than far-fetched traditional advertisements

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: pestel instagram social media
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 22 Nov 2021 12:44
Last Modified: 22 Nov 2021 12:44
URI: https://eprints.eudl.eu/id/eprint/8566

Actions (login required)

View Item
View Item