Imported Shoes: From Online Buzz to Actual Purchase. Indonesian Perspective

      Аннотация: This book is based on an academic article by Syahrivar & Ichlas (2018). I have embraced the fact that marketing cannot be separated from technology, particularly social media platforms, as we are entering the fourth Industrial Revolution with both joy and anxiety. Clearly the winners in the global competition will be those who are the closest to technology in whatever forms it assumes, in the present and in the future. The book discusses about imported shoes and how positive online buzz or Electronic Word of Mouth (E-WoM) can have a dramatic impact on brand equity leading to actual purchase. The entire book assumes the point of view of Indonesian which should provide some insights, especially to shoe exporters who wish to penetrate Indonesian market. Shoes in Indonesia has become a symbol of lifestyle, social identity, and social status. Indonesians choose their shoes very carefully. Coupled with an already intensive competition in the market, marketing imported shoes, especially to milennial generation, can be challenging. The book discusses about imported shoes and how positive online buzz or Electronic Word of Mouth (E-WoM) can have a dramatic impact on brand equity.

Ключевые слова: Electronic Word of Mouth (E-WoM), Brand Equity, Purchasing decision, High Involvement, Low Involvement