期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2018
卷号：96
期号：12
出版社：Journal of Theoretical and Applied
摘要：This study aims to evaluate and assess the implementation of electronic word of mouth in several museums in Jakarta by using Facebook Fan Page. This study used a qualitative approach to explore the phenomena of public awareness about museum. The population is Facebook Fan Page museum in Jakarta. The sampling technique used in this research is disproportionate stratified random sampling. The data collection used in this research is Facebook observation and the data were analyzed using e-WOM Analytical Framework developed by Andrea Hausmann. The finding is Museum Basoeki Abdullah actively manages its Facebook account and updates it regularly. The content presented is attractive, varied, and interesting with a broad use of media such as images and video content. Museum Basoeki Abdullah also stimulates discussion and interaction through competitions, thus inviting Facebook user engagement and active participation from followers in this social media domain. The goal makes the page look more attractive in general. The conclusions obtained from this study suggest that not all museums utilized the Facebook Fan Page for developing the electronic word of mouth. There is a need for the identification and development of best practice in this domain so that museums management apply electronic word of mouth. The implementation of best practice can attract people to visit the museum based on appropriate benchmark for assessing and comparing their performance.
关键词：Electronic Word Of Mouth; Hausmann Analytical Framework; Museum Awareness; Facebook; Social Media Marketing.
