Social media in marketing of ride-hailing: A systematic literature review

Apol Pribadi Subriadi*, Habi Baturohmah

*Corresponding author for this work

Research output: Contribution to journalConference articlepeer-review

4 Citations (Scopus)

Abstract

Social media creates digital communication channels to interact with customers and needed attention to the broadening understanding of marketing. This study aims to examine the social media marketing of ride-hailing during the covid-19 pandemic. This study analyzes all accessible articles from well-known publishers. The results are 13 dimensions that influence reuse intention namely loyalty, information quality, source credibility, reviews, trust, product usefulness, satisfaction, consumer behavior, subjective norm, service quality, cost, sentiment emotion, and organizational response. This study provides to electronic word of mouth development in ride-hailing marketing, the challenges being faced, the methods used, and the mapping model of dimensions.

Original languageEnglish
Pages (from-to)102-109
Number of pages8
JournalProcedia Computer Science
Volume197
DOIs
Publication statusPublished - 2021
Event6th Information Systems International Conference, ISICO 2021 - Virtual, Online, Italy
Duration: 7 Aug 20218 Aug 2021

Keywords

  • Covid-19 pandemic
  • Electronic word-of-mouth
  • Ride-hailing
  • Social media marketing

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