EXPLORING THE ANTECEDENTS AND CONSEQUENCES OF USER-GENERATED CONTENT TOWARD SMALL MEDIUM-SIZED ENTERPRISES ON TWITTER CASE STUDY: FOOD AND BEVERAGES INDUSTRY AT GREATER JAKARTA AREA

• Main Author: Stefany Puteri, Gabriella
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64426
• Institution: Institut Teknologi Bandung

Twitter is now becoming a popular microblogging platform due to its improvement on some features. Similar to other social media, Twitter is also perceived to be a platform for the users to share their thoughts and feelings toward something they experience in a real time since it can be operated well on every type of device. On the other side, there is a phenomenon that can differentiate Twitter from other social media. Twitter can be used for small-medium sized enterprises, particularly in the Greater Jakarta Area, where some small medium-sized enterprises in the food and beverages industry got exposure because of Twitter users' content which consists of stories about their experience. Most of the sellers are not using social media to attract the customers. They only focus on how to produce a good product quality to sell it and strive to make the customers feel satisfied with the product. It turned out that the satisfied customers are now voluntarily generating content on their Twitter to attract other Twitter users also to buy the product. Through @drhaltekehalte Twitter account, they share the information of delicious small-medium sized enterprises that work in the food and beverages industry. As an impact, Twitter users' awareness toward the small medium-sized enterprises have been increasing without developing any marketing strategy. This research aims to explore this phenomenon through three dimensions: what motivates the content maker to share their experience on Twitter, what motivates other Twitter users to do purchase, and what consequences the enterprises feel due to this phenomenon. As an output, the writer can find the cause of the user-generated content and impact of user-generated content, especially for small medium-sized enterprises in order to give further solutions to give more significant impact for all the parties involved. This research uses qualitative approach and semi-structured interviews to collect the data and chooses purposive and snowball sampling to select the participants which comes from the buyers, sellers, and Twitter account owner. To analyze the data, the writer uses constructed grounded theory to give deeper understanding of each factor that found from this research. The result shows that there is motivation of consuming and motivation of sharing that will lead them to consequences which are giving contribution through promoting and purchasing. The consequences are also felt by the enterprises through the sales growth of the enterprises.