Strategi Digital Branding pada Startup Social Crowdfunding (Studi Kasus pada Kitabisa.com)

Syahrul Hidayanto, Ishadi Soetopo Kartosapoetro

Abstract


The era where information can be accessed quickly and flexibly presents its own challenges for startup branding in the crowdfunding sector. Kitabisa.com as the most popular crowdfunding platform in Indonesia certainly becomes an example in terms of digital branding strategies for other startups working in the same sector. This study aims to find out how digital branding strategies are in social crowdfunding startups in the industrial era 4.0. This study uses a qualitative approach in gaining a broad and deep understanding of digital branding strategies in social crowdfunding startups. The chosen research strategy is a case study. Based on the literature review that has been done, this research is the first in Indonesia that focuses on raising the theme of digital branding on social crowdfunding startups. The results show that Kitabisa.com has built its brand based on market insights, which contributes to its current success with a strong internal communication strategy along with consistent external communication. For brands to remain relevant and active, branding must be seen as an ongoing process that requires continuous adjustments through media monitoring and reacting to negative issues that can weaken the company's position.

Save to Mendeley


Keywords


digital branding; social crowdfunding; startup; kitabisa.com

Full Text:

PDF

References


Aaker, D., & Joachimsthaler, E. (2000). Brand Leadership. New York: Free Press.

Acohido, B. (2004, February 25). Rich media enriching PC ads. USA Today.

Baumgarth, C. (2010). Living the brand: brand orientation in the business-to-business sector. European Journal of Marketing, 44(5), 653–671.

Beaulieu, T., Sarker, S., & Sarker, S. (2015). A Conceptual Framework for Understanding Crowdfunding. Communications of the Association for Information Systems, 37. https://doi.org/https://doi.org/10.17705/1CAIS.03701

Bernardino, S., Santos, J., & Ribeiro, J. (2016). Social Crowdfunding: a New Model for Financing Regional Development ? Journal of Urban and Regional Analysis (Vol. 8).

Best, J., Neiss, S., Swart, R., & Lambkin, Anthony Raymond, S. (2013). Crowdfunding’s potential for the developing world (English). Retrieved June 1, 2019, from http://documents.worldbank.org/curated/en/409841468327411701/Crowdfundings-potential-for-the-developing-world

Bjurling, L., Ehrs, T. H., & Ekstam, V. (n.d.). Crowdfunding ’ s Effect on Brand Identity.

Blank, S., & Dorf, B. (2012). The startup owner’s manual: The step-by-step guide for building a great company.

Bürgel, O., Fier, A., Licht, G., Murray, G., & Nerlinger, E. (1998). The internationalisation of British and German start-up companies in high-technology industries.

Christodoulides, G. (2009). Branding in the post-internet era. Marketing Theory, 9(1), 141–144.

de Chernatony, L Christodoulides, G. (2004). Taking the brand promise online: challenges and opportunities. Interactive Marketing, 5(3), 238–251.

Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193–207.

Gajda, O., & Walton, J. (2013). Review of Crowdfunding for Development Initiatives, (July), 1–23.

Helm, C., & Jones, R. (2010). Brand governance the new agenda in brand management. Journal of Brand Management, 17(8), 545–547.

Hennig-Thurau, T., Malthouse, E., Friege, C., Gensler, S., Lobschat, L.,

Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311–330.

Inskip, I. (2004). Corporate branding for small to medium-sized businesses - A missed opportunity or an indulgence? Journal of Brand Management, 11(5), 358–365.

Jones, B., Temperley, J., & Lima, A. (2009). Corporate reputation in the era of Web 2.0 the case of Primark. Journal of Marketing Management, 25(9), 927–939.

Jones, R. (2005). Finding sources of brand value: developing a stakeholder model of brand equity. Journal of Brand Management, 13(1), 10–32.

Juntunen, M. (2012). Co-creating corporate brands in start-ups. Marketing Intelligence & Planning, 30(2), 230–249.

Kapferer, J. (2012). The New Strategic Brand Management (5th ed.). London: Kogan Page.

Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.

Keller, K. (2001). Building Customer-Based Brand Equity. Marketing Management, 15–19.

Keller, K. (2005). Branding Shortcuts. Marketing Management, 14.

Keller, K. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155.

Keller, K., Aperia, T., & Georgson, M. (2008). Strategic Brand Management: A European perspective. Harlow, GB: Pearson Education Limited.

Keller, K., & Lehmann, D. (2003). How Do Brand Create Value? Marketing Management, 12(3).

Kitabisa.com. (2019). Apa itu Kitabisa? Retrieved June 7, 2019, from https://www.kitabisa.com/about-us

Lee, A. (2013). Welcome to the unicorn club: Learning from billion-dollar startups.

Linsley, D. (2018). Industry 4.0 and Brand: What can B2B brands learn from B2C?

Lipiäinen, H. S. M., & Karjaluoto, H. (2015). Industrial branding in the digital age. Journal of Business and Industrial Marketing, 30(6), 733–741. https://doi.org/10.1108/JBIM-04-2013-0089

Luoma-Aho, V., & Vos, M. (2010). Towards a more dynamic stakeholder model: acknowledging multiple issue arenas. Corporate Communications: An International Journal, 15(3), 315–331.

MacVicar, D., & Throne, D. (2016). Managing high-tech start-ups.

Mäläskä, M., Saraniemi, S., & Tähtinen, J. (2011). Network actors’ participation in B2B SME branding. Industrial Marketing Management, 40(7), 1144–1152.

Mollick, E. (2014). The dynamics of crowdfunding: An exploratory study. Journal of Business Venturing, 29(1), 1–16. https://doi.org/https://doi.org/10.1016/j.jbusvent.2013.06.005

Mosarrat, F. (2012). Brand Elements Lead to Brand Equity: Differentiate or Die. Information Management and Business Review, 4(4), 223–233.

Nandan, S. (2005). An exploration of the brand identity-brand image linkage: a communications perspective. Journal of Brand Management, 12(4), 264–278.

Online Publisher’s Association. (2002). OPA media consumption study.

Patenaude-gaudet, N. (2014). Startup Communications. Haaga-Helia University of Applied Sciences.

Simmons, G., Thomas, B., & Truong, Y. (2010). Managing i-branding to create brand equity. European Journal of Marketing, 44(9), 1260–1285.

Starman, A. (2013). The case study as a type of qualitative research. Journal of Contemporary Educational Studies / Sodobna Pedagogika, 64(1), 28–43.

Timmons, J. (1999). New Venture Creation: Entrepreneurship for the 21st Century. Irwin Homewood, IL.

Tomczak, A., & Brem, A. (2013). A conceptualized investment model of crowdfunding. Venture Capital, 15(4), 335–359.

Zwilling, M. (2013). A new era for entrepreneurs and startups has begun. Retrieved June 4, 2019, from https://www.forbes.com/sites/martinzwilling/2013/12/25/a-new-era-for-entrepreneursandstartups-has-begun/#1e367d7e4bd1




DOI: https://doi.org/10.33508/jk.v9i1.2259