Public Relations on Social Media for Indonesian MSMEs: The Importance, The Role, and The Challenges

DOI

10.2991/978-2-38476-132-6_57How to use a DOI?

Keywords

social media; public relations; micro small medium size enterprises; MSMEs

Abstract

Modern public relations have evolved with improvements in social media technologies. PR can be done with low cost and high impact through social media. This should be great advantage for MSMEs. The purpose of this research is to see how far MSMEs in Indonesia understand the importance, the role, and the challenges of con- ducting public relations activities in social media platforms. The methodology is induc- tive qualitative, grounded theory approach, using a series of in-depth interviews with 14 MSMEs owners in various sector from Indonesia. The study found that MSMEs owners thought that PR is very important to implement, but they have an inaccurate understanding of PR. So far, the use of social media that they have considered for PR is limited to conveying information, marketing, and promotion. the role of PR is han- dled by the MSMEs owner and to do PR in social media they face various technical challenges. This research will provide benefits for MSMEs to have better understanding about the importance of PR which they can easily and inexpensively do on social media. This research contributes by expanding the limited body of knowledge about Public Relations for MSMEs, an area that has not been well studied.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Pijar Suciati
AU  - Mareta Maulidiyanti
AU  - Ngurah Rangga Wiwesa
AU  - Futihat Nurul Karimah
PY  - 2023
DA  - 2023/10/31
TI  - Public Relations on Social Media for Indonesian MSMEs: The Importance, The Role, and The Challenges
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 666
EP  - 679
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_57
DO  - 10.2991/978-2-38476-132-6_57
ID  - Suciati2023
ER  -