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Pengaruh Information Privacy Concerns, Uses & Gratification, dan Self-Disclosure terhadap Consumer Marketing Comfort pada praktik Social Media Marketing Studi Kasus : Instagram di Indonesia
This study tries to analyze marketing ethics which consists information privacy concerns, uses & gratification, and self-disclosure by examining Communication Privacy Management theory on marketers’ activities that stimulate marketing comfort. This research was conducted in relation to the transition from conventional-based marketing to digital-based marketing has experienced a significant enhancement in recent years. The research was conducted using a purposive sampling method with a total of 370 respondents who were active users of Instagram for the last 6 months. This study uses Partial Least Squares – Structural Equation Modeling (PLS-SEM) and the results show that information privacy concern and uses & gratification have a direct effect on marketing comfort, but different result on self-disclosure which does not have a direct effect on marketing comfort. By understanding what factors are drive consumers’ convenience toward to social media marketing practices, this study proposes some strategies for marketers that can improve trust and deteriorate consumers’ worries about digital-based marketing practices..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13212 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| Edisi | - |
| Subjek | Ethics Social media Consumer trust Digital Marketing |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 173 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |