A Cross-Cultural Comparison of the Use and Impact of Social Media on Consumer Behaviour


Oleh : Dr. Ni Made Asti Aksari, SE.,M.Bus.
dibuat pada : 2018
Fakultas/Jurusan : Fakultas Ekonomi dan Bisnis/Magister Manajemen

Kata Kunci :
Social media, Travel planning process, Consumer behavior

Abstrak :
The primary objective of this study is to explore the use and impact of social media among holiday travellers between two different cultural backgrounds. To achieve this objective, the study focuses on how active users from Indonesia and Australia interacts with social media during all stages of the holiday travel process. The nature of this study requires sufficient amount of time to complete, it is conducted for three years from 2017 to 2019. In 2017, the first phase of the study explored the use of social media among Indonesian travellers during all stages of the holiday travel process. This year, the study will focus on the second phase of the study to explore the use and impact of social media among Australian travellers. In 2019, phase three of the study, the results of phases one and two will be compared to evaluate whether different cultural backgrounds affects social media use and its impact on consumer behaviour in the holiday travel process. In this second phase of the study, semi-structured in-depth interviews with a total of around 30 research participants from Australia will be conducted. This study involves researchers from Indonesia and Australia. The rationale of partnering with Australia is because Indonesia and Australia have had a long relationship in a number of aspects, in particular tourism. Australia has been the largest market for tourism in Bali, therefore it is beneficial for Bali marketers to understand the behaviour of social media users from Australia in planning their holiday. At the same time, Indonesia also represents a large market in Australia for both leisure and education tourism. Furthermore, as this study also has a comparative nature, it is thus important that researchers from both countries are involved in this study.