Making Personal Branding Works: The Role of Positive Communication
by Muhammad Taufiq Amir & B. S. Wijaya
Abstract
Research objective: Positive communication characterizes a positive image of the person and creating positive dynamics in the organization. Similar positive intentionality and image also become the purpose of a personal branding strategy to create the target audience’s perceptions. While these two concepts seem interrelated, there is no study link positive communication with personal branding management. This study examines how positive communication can help an individual achieve personal branding goals, such as reputation and authenticity. Two elements of positive communication, integrative communication and constructive interaction are explored and analyzed for their potential role in the outcome of personal branding.
Method: This study uses a literature study approach in the field of positive organizational scholarship and personal branding in organizations.
Key Findings: Six sub-elements of positive communication: inclusiveness, respectfulness, supportiveness, and solution-focused, future-oriented and collaborative seems potentially help in strengthening the effect of a good impression, increasing the trust in reputation and authenticity that the audience expected to perceive. However, the results can backfire if the communicator slips into strategies with low authenticity; or artificial or exaggerated messages.
Conclusions: Positive communication can be used to make the process and results of personal branding more optimal. Communicators can use various communication modes, yet they need to be cautious about the negative implications of the false strategy.
Read more: Making Personal Branding Works
How to Cite: Amir, M. T. & Wijaya, B. S. (2021). Making Personal Branding Works: The Role of Positive Communication. European Proceedings of Social and Behavioral Sciences 117.
Consuming Midnights: Indonesian Youths’ Stay-Up-Late Lifestyle in Branded Places
B. S. Wijaya
DOI: https://doi.org/10.18848/2327-008X/CGP/v17i01/17-30
Abstract
This article inquires into the meanings associated with urban youths’ stay-up-late lifestyle in 24-hour branded cafés and convenience stores. These branded places are spreading now, in both big and small cities of Indonesia. Providing free Internet access and cozy sitting spots, they are a magnet for youths, who crowd up there with their “work gadgets,” such as laptops and smartphones or sometimes just chat with friends through the night, consuming snacks and beverages. Using a qualitative approach, we observed and interviewed some informants and found that the stay-up-late lifestyle for urban youth is a form of insomniac expression for worldly pleasure and the desire to succeed, intertwined with a workaholic identity construction. These personal discourses are inseparable from the media and social discourse that develops within the community.
Read more: Consuming Midnights
Cite this article (7th APA style): Wijaya, B. S. (2021). Consuming Midnights: Indonesian Youths’ Stay-Up-Late Lifestyle in Branded Places. International Journal of Interdisciplinary Cultural Studies, 17(1), 17-30. https://doi.org/10.18848/2327-008X/CGP/v17i01/17-30
IN-STORE BRAND COMMUNICATION: WHEN SHELF-SPACE AND DISPLAY SEDUCE CONSUMERS
B. S. Wijaya, Muchsin Saggaff Shihab, Sheila Ayu Wijaya, Dudi Rudianto, & Annie Sugandi
Abstract
Purpose of the study: This study aims at analyzing the role of shelf-space and display in stimulating impulse buying. Further, this study also covers the comparison between all shelf positions (regular-shelf, Chiller, and wings-rack) to get insights deeper into which one is the most effective in stimulating impulse buying.
Methodology: By highlighting the case of a beverage brand in a hypermarket in Indonesia, the recent study uncovers the experiences and perceptions of 200 participants through an explanatory survey. The primary data collection has been done by distributing survey questionnaires to 200 target respondents located in Jakarta. The data collected have been analysed using SPSS software.
Main Findings: Both shelf-space and display factors are found to have a positive and significant effect on impulse buying, where the former is found dominant. Various constructs in shelf-space such as the spaciousness-of-shelf, highness-of-traffic, largeness-of-shelf, easiness in finding the shelf, and in-store display communications such as the attractiveness-of-color, cleanness-of-display, neatness-of-display arrangement, the blocking-space, and the attractiveness-of-product arrangement emerge validly. Of the three objects studied, the chiller had the highest effectiveness compared to the regular-shelf and wings-rack in arousing the impulsivity of consumer purchases. This fact shows that the appearance of cold drinks seems to have a significant effect on consumers in causing impulse buying, especially for consumers in tropical countries like Indonesia. The seller or brand owner should consider this finding.
Applications of this study: This study confirms the real, meaningful, and experiential visual power of in-store brand communications. So the brand can explore creatively and ergonomically as well as maximizing the potentials of visual communication, especially shelf-space and display in sales spaces as silent sellers.
Novelty/Originality of this study: Few studies still pay attention to the role of in-store brand communications in encouraging impulse buying, especially in an era where the virtual shopping world is increasingly distracting researchers and marketers from the spark of communication events in the actual shopping space. This article proves how the attractiveness of in-store brand communications through shelf-space and in-store displays has a significant impact on impulse buying.
Read more: In-Store Brand Communication
Cite this article: Wijaya, B. S., Shihab, M. S., Wijaya, S. A., Rudianto, D., & Sugandi, A. (2020). In-Store Brand Communication: When Shelf-Space and Display Seduce Consumers. Humanities and Social Science Reviews, 8(4), 984-998. https://doi.org/10.18510/hssr.2020.8495
Branderpreneurship: Kewirausahaan Berbasis Pengembangan Merek
B. S. Wijaya
DOI: http://dx.doi.org/10.36782/jemi.v2i4.1943
Abstract—This article discusses a strategic concept for entrepreneurs so that their businesses can grow faster by synergizing the entrepreneurial spirit and the branding mindset. Indeed, many entrepreneurs still consider brand development or branding as a ‘luxurious strategy’ that is wasting money. However, by using the concepts and strategies that are smarter and focused, branding activities can be executed more effectively and efficiently to produce the optimum effect on business performance. Branderpreneurship concept refers to the stages as set out in the ‘circle of values development’: starting from Identifying values, Creating values, Delivering values, Communicating values, Maintaining values, Evaluating values to Updating values. Branderpreneurship concept is beneficial for novice entrepreneurs or SMEs that are developing their business so that the business brand more quickly recognized by the public, grows strategically, which would have an impact on increasing business profits. Branderpreneurship Framing Analysis (BFA)method can be used to asses the strategic performance of an entrepreneurial brand.
Keywords— branderpreneurship, values development, brand, hierarchy of branding, entrepreneurship, enterpreneur.
Abstrak—Artikel ini membahas sebuah konsep strategis bagi wirausahawan agar bisnis mereka dapat tumbuh lebih cepat, dengan menyinergikan semangat kewirausahaan dan pola pikir pemerekan atau branding. Masih banyak pengusaha menganggap pemerekan sebagai ‘strategi mewah’ yang membuang-buang uang. Padahal, dengan konsep dan strategi yang cerdas dan fokus, maka kegiatan pemerekan dapat dieksekusi lebih efektif dan efisien sehingga menghasilkan efek optimal bagi kinerja bisnis. Konsep Branderpreneurship mengacu pada tahapan yang ada dalam ‘the circle of values development‘: mulai dari Identifying values, Creating values, Delivering values, Communicating values, Maintaining values, Evaluating values hingga Updating values. Konsep Branderpreneurship sangat berguna bagi wirausaha atau UKM yang sedang mengembangkan bisnis mereka sehingga merek bisnis dapat tumbuh strategis, yang pada akhirnya berdampak pada peningkatan laba bisnis. Metode Branderpreneurship Framing Analysis (BFA) dapat digunakan untuk mengukur performa strategis sebuah merek wirausaha.
Kata kunci— branderpreneurship, pengembangan nilai, merek, hirarki pemerekan, kewirausahaan, wirausahawan.
Full-text access: Branderpreneurship
Cite this article as:
Wijaya, B. S. (2019). “Branderpreneurship: Kewirausahaan Berbasis Pengembangan Merek”. Journal of Entrepreneurship, Management and Industry, Vol. 2 No. 4, pp.205-212. DOI: http://dx.doi.org/10.36782/jemi.v2i4.1943
Dancing with the Impropriety of Media: How Indonesian Consumers Think and Behave towards the Unethical and Illogical Online News
by B. S. Wijaya
Abstract: The rise of online media makes us now everyday are bombarded by a number of online news content which are sometimes unethical and illogical. Without considering the adverse effects it causes, the media continue to treat news consumers with inappropriate content. News consumers as if hypnotized to ‘dance’ following the rhythm of that impropriety. How do news consumers, especially in Indonesia, think and behave towards the issue? This paper captures the voices of consumers and reviews their judgements regarding the ethical and logical discourse of the news provided by online media. Continue reading
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