Analysis of Mabello Indonesia’s Electronic Word of Mouth in Increasing Local Product Competitiveness Through Social Media

DOI

10.2991/978-94-6463-791-5_16How to use a DOI?

Keywords

Digital Marketing Strategy; Electronic Word of Mouth (e-WOM); Local Cosmetic Industy; MSMEs; Social Media

Abstract

This study explores the role of Electronic Word of Mouth (e-WOM) in enhancing the competitiveness of Mabello Indonesia, a local cosmetic brand from South Sulawesi, through social media. Using a qualitative descriptive method, this study.

analyzes Mabello Indonesia’s e-WOM strategy through Sernovitz’s (2009) five-dimensional model—Talkers, Topics, Tools, Taking Part, and Tracking. Data was collected through in-depth interviews with Mabello staff and consumers who actively shared reviews on social media. The results of this study show that Mabello effectively leverages e-WOM through several key strategies. First, by engaging influencers and active consumers as primary talkers. Second, focusing on product benefits as the main topic of communication. Third, utilizing giveaways and question-and-answer (Q&A) sessions as tools to increase interaction. Fourth, actively participating in consumer conversations to address negative word of mouth. Lastly, by carefully monitoring and responding to reviews, questions, and complaints to overcome e-WOM barriers. The study contributes to the literature on digital marketing by providing actionable insights for MSMEs to optimize e-WOM strategies, ultimately strengthening their competitiveness in the digital era.

Copyright

© 2025 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  - Andi Afiyah
AU  - Tuti Bahfiarti
AU  - Muhammad Akbar
PY  - 2025
DA  - 2025/08/05
TI  - Analysis of Mabello Indonesia’s Electronic Word of Mouth in Increasing Local Product Competitiveness Through Social Media
BT  - Proceedings of the 2nd International Conference on Administrative Science (ICAS 2024)
PB  - Atlantis Press
SP  - 136
EP  - 146
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-791-5_16
DO  - 10.2991/978-94-6463-791-5_16
ID  - Afiyah2025
ER  -