Abstract:Amidst the growing number of tourism villages and intensifying competition among destinations, tourism village managers face the challenge of devising digital marketing strategies that are not merely informative but also…
capable of sustainably building meaning, experiences, and destination competitiveness. This study aims to examine the social media-based digital marketing strategies implemented by a specific attraction within Pujon Kidul Tourism Village identifying supporting and inhibiting factors and to analyze the role of digital narratives in shaping the destination's image and competitiveness. A qualitative approach was employed, with data collected through in-depth interviews with tourism village managers (BUMDes), the Tourism Awareness Group (Pokdarwis), tourism-related MSMEs, village officials, and tourists. Data analysis was conducted thematically, utilizing source triangulation to ensure the validity of the findings. The study reveals that social media management remains reactive and unplanned, characterized by the absence of content calendars, creative direction, and performance evaluation mechanisms. Furthermore, there is a misalignment between the digital narratives used and the core identity of Cafe Sawah Pujon Kidul as a culinary destination rooted in the rural experience. Nevertheless, there are opportunities to be leveraged, such as hosting TikTok live streams which have proven effective for content collaboration with local SMEs and communities as well as the management's openness to learning and guidance.
Abstract:Environmental, Social, and Governance (ESG) branding has become increasingly important in strengthening stakeholder relationships and corporate legitimacy, particularly in emerging economies characterized by institutional…
l uncertainty and diverse stakeholder expectations. However, limited studies have comparatively examined how ESG branding and communication strategies differ between business-to-business (B2B) and business-to-consumer (B2C) firms and how these differences affect relationship outcomes. This study aims to analyze the distinctions between B2B and B2C ESG communication strategies in emerging economies and their implications for stakeholder trust, loyalty, and long-term business relationships. This study employed a systematic literature review approach using evidence retrieved from the Elicit database integrating Semantic Scholar and OpenAlex sources. From an initial pool of 1,000 studies, 10 empirical articles published between 2020 and 2026 met the inclusion criteria and were analyzed using thematic synthesis. The findings reveal that B2B ESG strategies primarily emphasize governance structures, third-party ESG ratings, and verifiable sustainability metrics to strengthen interorganizational trust and reduce relational risk. In contrast, B2C ESG strategies rely more heavily on emotional storytelling, sustainability narratives, influencer engagement, and digital interaction mechanisms that enhance consumer identification, brand credibility, and loyalty. The study further demonstrates that ESG pillar salience is strongly shaped by institutional and cultural contexts rather than business model orientation alone. This study contributes to ESG and relationship marketing literature by developing a comparative framework explaining how ESG communication strategies shape stakeholder relationships across B2B and B2C environments in emerging economies.
Abstract:This study explored how cost structure, land productivity, and price efficiency shape the income of micro scale shallot farmers in Brebes Regency based on farmers' reported financial experiences and informants' financial…
narratives. Using an exploratory qualitative approach, data were collected from five shallot farmers, one agricultural extension officer, and one farmer group leader through semi-structured interviews, non-participant observation, and documentation. The data were analyzed through thematic analysis supported by source and technique triangulation. The findings show that reported income is highly vulnerable to variable production costs, particularly labor, seed, and pesticides. Land productivity is closely related to land ownership status and farming scale, while price efficiency is constrained by farmers' weak bargaining position and dependence on intermediaries. Farmers apply adaptive strategies such as delaying sales, drying harvested shallots, and converting part of the harvest into seed stock. However, these strategies are limited by liquidity needs, storage capacity, product quality, and market uncertainty. The study concludes that improving farmers' income stability requires integrated cost control, asset productivity, price information access, post-harvest support, and stronger farmer institutions.
Abstract:The seminar titled Visual Discourse in Marketing UMKM Products held in Sukajadi Village, Lemahsugih District, aimed to enhance local entrepreneurs’ understanding of visual communication strategies in product marketing. This…
This initiative responded to the limited use of visual elements such as packaging design, symbols, and graphic narratives that reflect local identity and influence consumer perception. Through a participatory approach, participants were introduced to the basics of visual discourse, practiced culturally rooted design techniques, and simulated digital promotional content. Monitoring was conducted through direct observation and feedback, while evaluation involved pre-tests, post-tests, and analysis of participants’ design outputs. Results showed a significant improvement in visual literacy and readiness to redesign product packaging more effectively. The seminar laid a foundation for building a creative and context-sensitive UMKM ecosystem, where visual elements serve as key tools to strengthen product identity, cultural relevance, and market competitiveness.
Abstract:This study explores how influencer marketing shapes digital identity and spatial relations in Makassar, Indonesia, through a spatially grounded urban ethnography approach. This framework enables a deep reading of how urban…
an residents engage with digital practices to navigate symbolic and spatial exclusion generated by influencer content. Through social media observation, narrative interviews, and the tracing of urban locations featured in visual representation, the study finds that influencer marketing does not merely sell products—it also reproduces social hierarchies through aesthetic spatiality and the logic of visibility.
Yet, amid such exclusions, marginalized communities deploy diverse tactics of resistance, including visual reengineering, the use of alternative locations, and digital irony that disrupt dominant narratives. These findings suggest that digital identity is not passively consumed but actively negotiated through concrete and often unexpected spatial relations. Drawing on Lefebvre’s theory of the production of space, Urry’s concept of digital mobilities, and Gandy’s politics of infrastructure, the study shows how cities and digital spaces co-constitute a contested symbolic terrain.
The article’s main contribution lies in advancing a Global South perspective, where digital technologies and aesthetics are practiced contextually and do not always conform to the logics of global capitalism. This research underscores that urban—and digital—space is not solely produced from above, but also from below, through the everyday agency of ordinary citizens.
Abstract:This study explores how marginalized communities in Makassar construct and sustain their life rhythms amidst the temporal pressures shaped by infrastructure systems, mobility regimes, and urban development logics. Employing…
ing a space- and time-based urban ethnographic approach, the research traces residents’ daily tactics, rhythmic narratives, and spatial practices in navigating mobility exclusion and the accelerating, non-inclusive urban pace.
Field findings reveal that residents engage in various forms of micro-resistance—such as adjusting selling hours, utilizing interstitial moments in urban space, and cultivating social rhythms that diverge from technocratic logics. Within temporalities not governed by state or capital, urban spaces are collectively reproduced from below, positioning spatial production as a bottom-up process rather than a top-down imposition.
The study contributes theoretically by advancing Lefebvre’s rhythmanalysis, Urry’s notion of differential mobility, and Gandy’s political ecology of infrastructure within the context of Global South cities. By foregrounding time as a critical analytical lens, the research expands our understanding of how power operates temporally in urban life, and how residents negotiate this power through their everyday rhythms.
Ultimately, this research offers a new perspective for interpreting urban dynamics—not only through spatiality but also through socially produced temporalities.
Abstract:Dataran Merdeka holds profound national and historical value as the site where Malaya’s independence was proclaimed in 1957, yet tourists’ understanding of its historical and architectural significance remains superficial.…
icial. This community service activity aims to enhance the historical literacy of visitors and foster the involvement of local stakeholders in heritage conservation through educational media and participatory mentoring tailored to community needs. The implementation stages include observation to identify tourists’ information needs and the role of local actors, the development of contextually appropriate historical educational materials, direct engagement with visitors, and capacity-building for local vendors and guides as independent cultural informants. Results indicate increased tourist interest in historical narratives, observable shifts in visitor behavior toward greater cultural appreciation, and active participation of local business actors in disseminating heritage information. This program is expected to contribute to enriching tourism experiences, strengthening community capacity, and supporting sustainable heritage preservation through collaboration among visitors, local enterprises, and educational institutions.
Abstract:This study aims to analyze the social function of bini traditional poetry in the maintenance of the socio-cultural identity of local communities in Londalusi, East Rote District, Rote-Ndao Regency. The focus of the research…
rch is directed at the identification of the educational, normative, symbolic, integrative, and communicative functions of oral traditions related to the life cycle of society, including birth, marriage, and death. This study uses a qualitative approach with ethnographic-descriptive design. Data was collected through in-depth interviews and documentation of traditional narratives submitted by two key informants, namely traditional speakers (manehelo) and local traditional leaders. Data analysis was carried out thematically to map the social function of traditional narratives in the context of people's social lives. The results of the study show that traditional narratives and traditional bini poetry play an important role as a medium for inheriting traditional values, collective memory, local cosmology, and inter-generational social ethics. This oral tradition functions as a means of informal education, a regulator of social norms, a symbol of representation of the Rote people's worldview, a strengthening of social cohesion, and a cultural communication medium that maintains the continuity of the socio-cultural identity of the local community. This research confirms that the oral tradition of bini is not just an aesthetic expression, but a living and adaptive socio-cultural system. These findings contribute to strengthening the study of oral literature and cultural anthropology, especially in the context of Indonesian archipelago communities.
Abstract:This study examines the multimodality elements in the film My Annoying Brother by Dinna Jasanti using a digital distribution approach to understand how visual, auditory, and verbal elements interact to form narrative meaning.…
ning. The purpose of this study is to identify the influence of digital distribution on the audience experience and how multimodal elements are delivered through digital platforms. Using a descriptive qualitative analysis method, data were collected through direct observation of the film and analysis of the elements that make up the film. The results show that the film utilizes visual elements such as image composition and color, auditory elements such as music and sound effects, and in-depth dialogue to develop characters and narratives. In addition, digital distribution through streaming platforms gives the audience greater control over the viewing experience, allowing them to engage more deeply with the film. This study provides new insights into the influence of digital distribution on how multimodal elements are received by the audience, as well as its contribution to the study of multimodality in film.
Abstract:The emergence of consumer boycotts driven by socio-political issues reflects a fundamental shift in consumer behavior in the digital era. In Indonesia, a country characterized by high religiosity and extensive social media…
ia engagement, the rapid dissemination of negative information through electronic word of mouth (e-WOM) can trigger strong emotional reactions toward brands. Starbucks Indonesia represents a salient case in which the brand became associated with the Israel–Palestine conflict, generating moral debates, religious sentiments, and intense brand-related hostility in digital spaces. In this context, consumers act not merely as rational economic actors, but as moral agents whose purchasing decisions are influenced by deeply held values and beliefs. This study aims to examine the effects of e-WOM and religiosity on purchase intention, with brand hate serving as a moderating variable among Starbucks consumers in Indonesia. Specifically, the research investigates how exposure to negative online narratives and consumers’ religiosity shape emotional responses in the form of brand hate, and how these responses influence purchasing intentions within a boycott context. A quantitative research design was employed using a survey method targeting Starbucks consumers in Indonesia who were aware of the boycott related to the Israel–Palestine conflict. Data were collected through structured questionnaires and analyzed using structural equation modeling to assess both direct and indirect relationships among variables, including the moderating role of brand hate. This approach enables a comprehensive understanding of the psychological and behavioral mechanisms underlying consumer responses to value-laden and morally sensitive issues. The findings reveal that electronic word of mouth has a significant effect on purchase intention. Religiosity also influences purchase intention, both directly and indirectly through the formation of brand hate. Moreover, brand hate significantly moderates the relationship between e-WOM and purchase intention, such that higher levels of brand hate intensify the decline in consumers’ willingness to purchase. These results highlight the critical role of morally driven negative emotions in explaining reduced purchase intention during boycott movements. This study contributes theoretically by extending consumer behavior literature through the integration of digital communication, religiosity, and negative brand emotions within a single conceptual framework. Practically, the findings suggest that global brand managers should adopt culturally and religiously sensitive communication strategies and proactively manage digital narratives to mitigate the escalation of brand hate amid socio-political controversies.