Building e-WOM Through Content and Social Media Marketing at "Deutsch Lernen mit Fara"
DOI:
https://doi.org/10.21632/Keywords:
Content Marketing, Social Media Marketing, e-wom, Electronic Word-of-MouthAbstract
This research analyzed the effect of content marketing and social media marketing to electronic word- of -mouth (e-WOM) in a case study of Deutsch Lernen mit Fara (DLMF) Bandung, an educational service. Applying a quantitative method with a sample drawn from an online survey form and Partial Least Squares (PLS) perform, the results showed that content marketing and social media marketing had a significant influence on e-WOM. Social media marketing had the most significant relationship out of those two, which emphasizes the role of interaction, information and personalisation in stimulating online engagement and advocacy. The results showed that the role of content quality when combined with active social media strategies may help to increase audience trust, improve relationships and finally lead to positive e-WOM for educational services.
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