Universitas Indonesia Conferences, 7th International Symposium of Journal Antropologi Indonesia

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Understanding Consumer Digital Behavior Through E-WOM; Investigate Social Listening As A New Digital Ethnography Methods
Herda Prabadipta

Building: Soegondo Building
Room: 126
Date: 2019-07-23 03:30 PM – 05:00 PM
Last modified: 2019-06-18

Abstract


Electronic Word of Mouth (E-WOM) creates opportunities for businesses to get to know their consumers further through digital data. Things that can be understood from E-WOM are not only a mere consumer seeming such as positive or negative sentiments, but also consumer habits or digital culture that have long been circulating and implemented in the virtual community that they convey through texts artifact on social media. Therefore, E-WOM has become crucial in business so that companies start thinking about how to capture, analyze and maximize the virtual data. One of common analysis-method to capture and analyze social media data was carried out using digital ethnography or netnography techniques. However in practical marketing research nowadays, many large companies have used the social listening concept to capture and analyze E-WOM that have been posted by their consumers or potential customer on social media realm. The concept of social listening offers a new way to interact with consumers, namely as observers who "listen" carefully to what they say and do, but do not intervene in any way and unprompted to do so. Social listening is a new method that strictly separates the boundary between virtual reality and offline reality, providing an opportunity for researchers to create a study based on virtual data independently since researchers should not give any space to interact objects at all. This method certainly also have limitations, which will be explained more comprehensively in this study. Therefore, this study aims to investigate how organizations perform digital ethnography using social listening to understand their consumer habit and digital culture. This study uses a qualitative approach and case design study to understand the phenomenon of social listening research methods and its outcomes for corporate marketing research.