CO-CREATION BUILDING POWER ON SOCIAL MEDIA: CAN INFLUENCERS OR VIRAL CAMPAIGNS DO IT FOR MARKETING PERFORMANCE?

Abstract

Objective: This research aims to analyze the influence of social media trends, namely the use of viral marketing campaigns and social media influencers, in improving the marketing performance of MSEs by mediating co-creation-building power. Co-creation building power was built as an active response from MSEs to increase co-creation on their social media. Method: The research used respondents as many as 200 MSEs who actively use social media, utilize viral campaigns, and use influencers in marketing their business. Research data was collected using a questionnaire, which was analyzed using PLS-SEM with data processing via WarpPLS 8.0. Results and Discussion: The research used respondents as many as 200 MSEs who actively use social media, utilize viral campaigns, and use influencers in marketing their business. Research data was collected using a questionnaire, which was analyzed using PLS-SEM with data processing via WarpPLS 8.0. Originality/Value: This research analyzes social media trends in MSE marketing based on existing phenomena with the main objective of this research is to analyze the influence of using viral campaigns and influencers on social media on the marketing performance of MSEs through co-creation-building power.

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