How The Korean Wave Redefines Indonesian E-Commerce Social Media Marketing Strategies throughout The Pandemic

Abstract

During the COVID-19 pandemic, it was impossible for Korean artists to perform live with thousands of spectators as usual. At the same time, fans who missed their idols performing are still required to maintain health protocols and social distancing. Some of the largest e-commerce companies in Indonesia identify this as an opportunity to bridge the longing of the fans and the medium for the artists to continue performing according to health protocols, by creating virtual concerts and various online content, while simultaneously promoting their brand and services. This study was carried out to clarify whether the creation of virtual concerts and content, that emphasizes on the Korean Wave, brings a positive impact to Indonesian E-commerce Social Media marketing strategy during the pandemic. The research was conducted with a qualitative approach and descriptive method. We utilized data that are credible yet easily accessible, such as marketing press releases and annual reports. The research started with the development of several literature reviews to find out the key elements of social media marketing. After we identified the key elements of social media marketing, we correlated the findings with the specific breakdowns of several marketing campaigns, followed by key take outs from the official press release. Lastly, we correlated all the marketing efforts with the annual reports to evaluate whether the marketing expenditures towards Korean content was paid off. Ultimately, we recommend Indonesian E-commerce companies to continue capitalizing on current trends and influencers, as they are proven to be a strategic instrument to increase brand awareness. However, we also recommend them to actively explore different content formats to avoid monotony.

Keywords: Indonesia, Digital Marketing, E-Commerce, K-Entertainment, K-pop, Content Creation, Social Media, COVID-19