DIGITAL MARKETING EFFECTIVENESS OF WOWMEN GROUP TOWARDS GENDER EQUITY AWARENESS

• Main Author: Puspita Sari, Andrie
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68027
• Institution: Institut Teknologi Bandung

This study seeks to investigate digital marketing effectiveness of social media platforms and how it links to gender equity awareness. Focusing on Wowmen Group (a women’s social media platform), the research aims to uncover Wowmen Group’s perception of gender equity and the awareness of their audience towards the issue. The goal of this study was to assess and enhance the effectiveness of digital marketing for a women's media platform, particularly with regard to increasing audience awareness of gender equity. In addition, this survey will shed light on how the audience views gender equity and how aware they are of it. Additionally, this research is necessary from an academic standpoint due to the dearth of studies and literature reviews on this subject, particularly regarding "how digital marketing functions for a women's media platform, especially in boosting gender equality awareness of their audience." Because this topic has not received much attention, this investigation is necessary to determine how things actually are. Furthermore, from a practical standpoint, the efficacy of digital marketing for gender equity is still far from ideal and expectations. For these reasons, this study was carried out to identify the gaps and indicate actions that should be taken to reach the ideal condition. This study uses interpretive research and uses mixed methods both qualitative and quantitative approaches. The methodology will focus on the use of interviews and questionnaires to examine the issue area, which are developed from the interpretivism approach. This study also utilizes an inductive approach that begins with observations and ends as the research process concludes. Additionally, this study also adopts a subjective approach, where language, perceptions, and subsequent acts of social actors produce social phenomena. Nowadays, society is very supportive about gender equity and gender equality. Wowmen Group perceive gender equity as a basic fundamental for the community to realize their potentials and for women to grow, develop and be powerful. However, there are some misconceptions in society that in order to be powerful women have to overcome men, but it is not how gender equity works. By using digital marketing, Wowmen Group can spread a bigger impact about gender equity. Wowmen Group is a media that wants to spread a big and wider campaign; thus, Wowmen Group use social media to reach a wider audience all around the world not limited to Indonesian people only. Wowmen Group have brought a big impact on inspiring people to take bigger steps forward. Thus, gender equity has been an issue in society that is slowly and steadily being addressed. Customers of Wowmen Group feel that the activities of Wowmen Group satisfy their needs on education of gender equity. These customers have several suggestions for Wowmen Group so that they can grow further in spreading gender equity awareness in their community. They suggest Wowmen Group to create more campaigns, collaborate with more organizations, create offline events, and up to smaller details such as adding more polls and quizzes to increase interaction with the audiences. This suggestion can help Wowmen Group grow further and have more impact in spreading gender equity awareness.