ELECTRONIC WORD OF MOUTH SEBAGAI STRATEGI PUBLIC RELATION DI ERA DIGITAL

*Safira Hasna  -  Pascasarjana Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia, Indonesia
Irwansyah Irwansyah  -  Pascasarjana Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia
Received: 26 Mar 2019; Published: 30 Jun 2019.
Open Access Copyright 2019 Interaksi: Jurnal Ilmu Komunikasi
License URL: https://creativecommons.org/licenses/by-sa/4.0/

Citation Format:
Abstract
Tujuan dari penulisan ini adalah untuk mengembangkan dan memberikan pengertian mengenai strategi public relations (PR) di era digital dengan memanfaatkan media sosial yaitu electronic word of mouth. Dengan adanya pergesaran WOM tradisional, yaitu komunikasi dari mulut-ke mulut yang dapat dilakukan secara langsung, menjadikanWOM baru yaitu eWOM dengan menggunakan media sosial dan platform online lainnya secara luas, kapanpun, dan dimanapun. Tulisan ini juga berupaya melihat keakuratan bagaimana eWOM dapat menjangkau khalayaknya secara luas dan memberikan dampak positif bagi organisasi atau perusahaan. Metode penelitian yang digunakan adalah tinjauan literatur, dimana penulis mengumpulkan informasi tentang objek tertentu dari banyak sumber, ditulis dengan baik dan ditambah dengan pendapat penulis. Penulis menemukan bahwa selain eWOM dapat digunakan dalam industri marketing, eWOM juga dapat menjadi salah satu strategi PRdalam mencapai tujuannya yaitu citra dan reputasi yang baik di mata publik. Penelitian ini menemukan bahwa eWOM menjadi salah satu toolskomunikasi yang masih dianggap baru dan terus berkembang. Komunikasi eWOM bukan sekedar pesan yang disampaikan pada banyak orang tetapi suatu praktisi PR juga dapat menciptakan eWOMsendiri dengan menekankan pada kredibilitas sumber, konten / pesan, sehingga tercipta penyebaran pesan yang positif yang berdampak bagi citra dan reputasi perusahaan.
Keywords: Public Relations, Electronic Word Of Mouth, Social Media
Funding: Pascasarjana Ilmu Komunikasi FISIP UI

Article Metrics:

Article Info
Section: Articles
Language: EN
In Vol 8, No 1 (2019): Juni 2019
Statistics: 1032 1198
Others articles
Komunikasi Orangtua-Anak dalam Pengambilan Keputusan Pendidikan DRAMATURGI: PENCITRAAN PRABOWO SUBIANTO DI MEDIA SOSIAL TWITTER MENJELANG PEMILIHAN PRESIDEN 2014 FENOMENA PHUBBING DI ERA MILENIA (Ketergantungan Seseorang pada Smartphone terhadap Lingkungannya) Coorporate Social Responsibility : Bentuk Tanggung Jawab Sosial dan Kepedulian Perusahaan dengan Masyarakat Pengaruh Tingkat Pendidikan, Pengetahuan, Sikap dan Terpaan Iklan Layanan Masyarakat KB Versi Shireen Sungkar dan Teuku Wisnu di TV terhadap Perilaku KB pada Wanita atau Pria dalam Usia Subur STRATEGI KREATIF IKLAN LAYANAN MASYARAKAT (ILM) DALAM PEMASARAN SOSIAL
  1. Buku
  2. Broom, G. M. (2009). Cutlip & Center’s effective public relations (10th ed.). Brisbane: Pearson Education
  3. Christiansen, B., Yildiz, S., & Yildiz, E. (2014). Handbook of Research on Effective Marketing in Contemporary Globalism. Pennsylvania: IGI Global
  4. Griffin, Em. (2012). A First Look at Communication Theory. New York: Mc-Graw Hill
  5. Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. New York: CBS College Publishing
  6. Kelly, L. (2007). Beyond Buzz: The Next Generation of Word Of Mouth Marketing. New York: Amacom
  7. Kotler, P., Saunders, J., Armstrong, G., & Wong, V. (1999). Principles Of Marketing (Second Eur). Milan: Prentice Hall Erurope
  8. Artikel Jurnal
  9. Ariel, Y., & Avidar, R. (2015). Information, Interactivity, and Social Media. Atlantic Journal of Communication, 23(1), 19–30. https://doi.org/10.1080/15456870.2015.972404
  10. Bharadwaj, S. G., Varadarajan, P. R., & Fahy, J. (2006). Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions. Journal of Marketing, 57(4), 83. https://doi.org/10.2307/1252221
  11. Broom, G. M. (2009). Cutlip & Center’s effective public relations (10th ed.). Brisbane: Pearson Education
  12. Chan, Y. Y. Y., & Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity. Marketing Intelligence & Planning, 29(5), 488–516. https://doi.org/10.1108/02634501111153692
  13. Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
  14. Christiansen, B., Yildiz, S., & Yildiz, E. (2014). Handbook of Research on Effective Marketing in Contemporary Globalism. Pennsylvania: IGI Global
  15. Cronin, P., Ryan, F., & Coughlan, M. (2014). Undertaking a literature review: a step-by-step approach. British Journal of Nursing, 17(1), 38–43. https://doi.org/10.12968/bjon.2008.17.1.28059
  16. Doh, S.-J., & Hwang, J.-S. (2008). How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages. CyberPsychology & Behavior, 12(2), 193–197. https://doi.org/10.1089/cpb.2008.0109
  17. Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
  18. Georg, D. (2011). Public Relations in the Digital World : Global Relationship Management, (October 2014), 1–16. https://doi.org/10.13140/2.1.4752.1602
  19. Goyette, I., & Ricard, L. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal …, 23, 5–23. Retrieved from http://professor.business.ualberta.ca/paulmessinger/Research/~/media/business/FacultyAndStaff/MBEL/PaulMessinger/Documents/Research/Issue2/GoyetteEtAl.pdf
  20. Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. New York: CBS College Publishing
  21. Hoyer, W. D., McInnis, D. J., & Pieters, R. (2013). Consumer Behavior (Sixth Edition)
  22. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
  23. Kelly, L. (2007). Beyond Buzz: The Next Generation of Word Of Mouth Marketing. New York: Amacom
  24. Kotler, P., Saunders, J., Armstrong, G., & Wong, V. (1999). Principles Of Marketing (Second Eur). Milan: Prentice Hall Erurope
  25. Laskin, A. V. (2009). The evolution of models of public relations: An outsider’s perspective. Journal of Communication Management, 13(1), 37–54. https://doi.org/10.1108/13632540910931382
  26. Lee, S. H., Noh, S. E., & Kim, H. W. (2013). A mixed methods approach to electronic word-of-mouth in the open-market context. International Journal of Information Management, 33(4), 687–696. https://doi.org/10.1016/j.ijinfomgt.2013.03.002
  27. Lis, B., & Neßler, C. (2014). Electronic word of mouth. Business and Information Systems Engineering, 6(1), 63–65. https://doi.org/10.1007/s12599-013-0306-0
  28. Mirror, B., City, M., & City, M. (2016). Tapping influencers : A growing PR trend, 1–3
  29. Msimangira, I. (2012). The adoption of social media and two-way communication by the top thirty New Zealand organisations. A Thesis Submitted to AUT University
  30. Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61–67. https://doi.org/10.1016/j.jbusres.2007.11.017
  31. Ring, A., Tkaczynski, A., & Dolnicar, S. (2014). Word-of-Mouth Segments. Journal of Travel Research, 55(4), 481–492. https://doi.org/10.1177/0047287514563165
  32. Rivero, O., & Theodore, J. (2014). The Importance of Public Relations in Corporate Sustainability. Global Journal of Management and Business Research, 14(4), 1–5
  33. Sarma, A. D., & Choudhury, B. R. (2015). Analysing electronic word-of-mouth (ewom) in social media for consumer insights – a multidisciplinary approach. International Journal of Science, Technology & Management, 04(01), 978–990. Retrieved from http://www.ijstm.com/images/short_pdf/1426964477_877.pdf
  34. Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
  35. Tikito, I., & Soussi, N. (2019). Meta-analysis of Systematic Literature Review Methods. I.J. Modern Education and Computer Science, 2(February), 17–25. https://doi.org/10.5815/ijmecs.2019.02.03
  36. Tworzydlo, D. (2013). New Technologies in Public Relations. Marketing of Scientific and Research Organizations, 4(10)
  37. Wang, Y. (2015). Incorporating Social Media in Public Relations : A Synthesis of Social Media - Related Public Relations Research. Research Public Relations Journal, 9(3)
  38. Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research, 24(3), 258. https://doi.org/10.2307/3151636
  39. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services Marketing Strategy. Wiley International Encyclopedia of Marketing, (December 2017). https://doi.org/10.1002/9781444316568.wiem01055
  40. Artikel Internet
  41. SWAOnline. (2016). Mau Tahu Strategi WOM Go-Jek?. https://swa.co.id/business-champions/brands/mau-tahu-strategi-wom-go-jek
  42. Tempo.co. (2017). Inilah Resep Word of Mouth Marketing yang Dongkrak Go-Jek. https://swa.co.id/business-champions/brands/mau-tahu-strategi-wom-go-jek
  43. We Are Social, & Hootsuite. (2019). Digital 2019 INDONESIA. Retrieved from https://andi.link/wp-content/uploads/2019/02/Hootsuite-We-are-Social-Indonesian-Digital-Report-2019-dikompresi.pdf

Last update: 2021-02-23 07:37:51

No citation recorded.

Last update: 2021-02-23 07:37:52

No citation recorded.
Copyright 2019 Interaksi: Jurnal Ilmu Komunikasi
License URL: https://creativecommons.org/licenses/by-sa/4.0/

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.