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ASEAN Marketing Journal
Published by Universitas Indonesia
ISSN : 20855044     EISSN : 23562242     DOI : https://doi.org/10.7454
Core Subject : Social,
Social Sciences
ASEAN Marketing Journal (AMJ) is dedicated to exploring, disseminating and discussing the latest issues and developments of marketing, particularly those related or relevant to the advancement of marketing in South East Asia and beyond. The mission of the editorial board of AMJ is to present the latest thinking and research that tests, extends, and develops management theories or those contributes to marketing practices. Of particular interest are those contributions that share experience and suggest innovative solutions to ongoing or new concerns of those interested marketing issues. To be published in AMJ, a manuscript must make strong empirical and theoretical contributions and highlight the significance of those contributions to the marketing field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks while empirically examining issues with high importance for marketing theory and practice. Topic of interest: marketing in emerging economies, marketing ethics, consumer welfare, and marketing and public policy.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 5 Documents
 1 
Search results for , issue "Vol. 15, No. 2" : 5 Documents clear
How Do Firms Use Social Media: Topic Modeling of Twitter Brand Posts of Four Indonesian Skincare Brands Lestari, Annisafira L; Hananto, Arga
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Empirical paper Research Aims: This paper aims to identify the topics of social media posts (on Twitter) from local skincare brands in Indonesia. Design/methodology/approach: This descriptive study applied text analysis methods, specifically frequency analysis and topic modeling with the Latent Dirichlet Allocation (LDA) method. Data were collected from the top four skincare brands with over 10,000 followers using Twitter Academic API interfaced through the Twarc package in Python. The dataset contained 1290 tweets from Wardah, 17,491 tweets from Avoskin, 1,968 tweets from Somethinc, and 590 tweets from Whitelab. The data analysis used quanteda and topicmodels packages from R software. Research findings: The findings revealed that the brands’ tweets can be categorised into 8-10 topics, which can be distilled further into three significant functions proposed by Saxton and Waters (2014): information, promotion and mobilisation, and community building and dialogue. Theoretical Contribution/Originality: This study adds to the body of knowledge regarding social media marketing by adding insights into how local Indonesian brands carry out their social media marketing efforts. Practitioner/Policy Implication: The findings implied that marketing managers should emphasise providing timely and relevant information as a base that can be used to build dialogic communication efforts with their audience. Research limitation/Implications: This study only looked at four brands in the local skincare product category. In addition, this study applied automated topic modeling with LDA, which needed an a priori number of topics, which might affect the topic labelling. Furthermore, this study’s scope was limited to categorising the brand posts without examining the effects of brand post types on engagement metrics. Future studies can examine more samples by observing other product categories, applying thematic analysis to code each tweet, and comparing the results to topic modeling results. Lastly, future studies can examine the relationship between brand post types/categories and engagement metrics such as likes, comments, and retweets. Keywords: Cosmetics Brands, Social Media Marketing, Skincare, Topic Modeling, Twitter
The Role of Live Streaming in Building Consumer Trust, Engagement, and Purchase Intention in Indonesian Social Commerce Thrift Clothes Sellers Yasser, Amyra Salsabela; Gayatri, Gita
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: Examine the relationship between shopping values consumers perceive during live streaming and their trust, engagement, and intention to purchase from Indonesian social commerce thrift clothes sellers. Design/methodology/approach: Data was gathered through an online survey from consumers who have watched a live-streaming session of an online thrift clothes shop on Instagram. Data were analysed using covariance-based Structural Equation Modelling (SEM). Research Findings: The output shows that only the utilitarian value of live stream positively affects trust in products and sellers. The variable engagement was only significantly affected by hedonic value. Additionally, the only significant indirect relationship is between utilitarian value and consumer engagement mediated by trust in products. Lastly, utilitarian value, symbolic value, and engagement positively affect the intention to purchase from Indonesian thrift clothes shops on Instagram, while hedonic value affects it negatively. Theoretical Contribution/Originality: This study extended several research models by utilising the Stimulus – Organism – Response framework to see how perceived values of live streaming on s-commerce affect consumer engagement and purchasing intention when mediated by consumer’s trust in the seller and product. Practitioner/Policy Implication: Marketers and entrepreneurs who sell thrift clothes on Instagram should utilise the Instagram Live feature while focusing on the utilitarian value to increase consumer engagement and intention to purchase. Research limitation/Implications: Demography, number of samples, and differences in live streaming style and thrift clothes brands still need to be addressed.
The Effect of Social Media Brand Engagement on Customer Brand Loyalty: A Study on Skincare Brands Customers in Indonesia Atmaja, Dodi Ria; Sari, Riska Ware Arum
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Abstract

Abstract Manuscript type: Research Paper Research Aims: This research aims to examine the impact of brand engagement on social media on consumer brand loyalty (BL), by investigating the moderating roles of brand co-creation, brand trust, and brand experience variables. Design/methodology/approach: The study employed a purposive sampling method, involving 230 respondents. The data was analyzed using Structural Equation Modeling (SEM). Research Findings: The results show that brand experience can moderate the impact of brand co-creation (BCC) on brand loyalty (BL). However, social media brand engagement does not always have a direct impact on brand loyalty (BL), suggesting that other factors may influence consumer attitudes in the social media brand engagement dimension. Theoretical Contribution/Originality: This research contributes to the existing knowledge gap by examining the moderating effects of brand co-creation, brand trust, and brand experience on the relationship between social media brand engagement and consumer brand loyalty. Practitioner/Policy Implication: The managerial implications of this research for business people and brand owners are to maintain positive social media brand engagement to maintain consumer loyalty and brand stability. Research limitation/Implications: Future research is expected to involve more specific respondents and employ different measurement techniques. Keywords: Brand engagement, social media, brand loyalty, brand co-creation, brand trust, brand experience.
Effect of Influencer Marketing Strategy On Consumer behaviour In Fast Moving Consumer Goods firms In Ghana Bansah, Pearl Fafa; Gaffar, Vanessa; Disman, Disman; Yuliawati, Ayu Krishna
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research paper Research Aims: This study examines the influence of influencer marketing strategies on consumer purchasing behaviour among fast-moving consumer goods (FMCG) companies in Ghana. Design/methodology/approach: This study employs an explanatory (causal) research design. A 31-item questionnaire split into four categories was used to collect quantitative data. An online questionnaire was sent to FMCG consumers in Ghana's Greater Accra and Ashanti Regions, aged 18–48 years and older. Multiple regression analysis was performed to establish relationships between the study variables. Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, according to the findings of the study. Several factors, such as attractiveness, credibility, expertise, reach, and engagement, affect the influence of Ghanaian influencers on consumer purchasing behaviour in FMCG firms. It has been demonstrated that these factors have a positive and statistically significant effect on the purchasing behaviour of customers Theoretical Contribution/Originality: This study enhances the theoretical understanding of influencer marketing's efficacy and provides valuable insights for practitioners and marketers seeking to leverage influencer marketing to improve their brand's performance in the competitive FMCG market. Practitioner/Policy Implications: This study emphasises the need for strategic and authentic influencer marketing for Ghana's FMCG firms. To increase customer engagement, organisations must carefully identify influencers, emphasise trust and authenticity, improve product-related content, and encourage interactive involvement. Research limitation/implications: The concentration of FMCG firms in Ghana limits the generalisability of the study's findings to other industries or countries
The Influence of Risk Aversion on Brand Loyalty with Brand Trust and Brand Affect as Mediating Variables Wicaksono, Nurfuad
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Abstract

Currently cosmetic products are no longer only intended for women, but also for men. Thus, creating opportunities and a conducive environment for the emergence of new companies. With the increasing number of companies in the men's cosmetic industry today, how to build brand loyalty is one of the biggest challenges companies will face. This study aims to explore the relationship between risk aversion and brand loyalty, and test whether this relationship is mediated by brand trust and brand affect on the purchase of cosmetic and body care products by men. The selection of the sample was carried out using a purposive sampling method with 130 respondents whose criteria were male students at Ciputra University Surabaya. Data analysis used the SEM-PLS variant-based structural equation method with the SmartPLS 4 program. The results showed that risk aversion was statistically significant in influencing brand trust, brand affect, and brand loyalty. Brand trust and brand affect are also statistically significant in influencing brand loyalty. By analyzing brand loyalty and the variables that influence it, cosmetic and men's body care product companies can understand how to develop brand loyalty, especially by paying attention to the aspects of risk aversion, brand trust, brand affect, and brand loyalty.

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