Optimalisasi Strategi Pemasaran Media Sosial melalui Kerangka Konseptual N-REL untuk Meningkatkan Keterlibatan Pelanggan
Abstract
This study aims to explore the social media marketing strategies employed by business leaders to enhance customer engagement and to identify how these strategies contribute to business success through the Networking, Representation, Engagement, and Listening-In (N-REL) conceptual framework.
This research utilizes a qualitative exploratory multiple case study design. Data were gathered through semi-structured interviews with six MSME (UMKM) business owners in Madura who met the criteria for successful social media campaigns. Data analysis was conducted systematically using Yin’s five-step process and was assisted by NVivo software to ensure the precision of coding and thematic analysis. Data validity was established through triangulation and member checking techniques until data saturation was achieved.
The thematic analysis results identified four primary themes: (1) implemented social media marketing strategies, (2) platforms utilized, (3) methods for measuring success, and (4) challenges and advantages of social media marketing. Furthermore, twelve strategic subthemes emerged, including the importance of personalized customer experiences, efficient content marketing, the utilization of live streaming, appropriate budget allocation, and the leverage of brand advocates. This study asserts that to optimize customer engagement, business leaders must integrate various strategic actions within the N-REL framework, particularly focusing on the listening-in aspect and two-way interaction. The deployment of compelling content and precise target audience definition serve as core prerequisites for converting social media interactions into measurable financial performance.
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DOI: https://doi.org/10.21107/kompetensi.v20i1.35298
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