Role of Mobile Commerce App and Social Media to Built Brand Trust in e commerce (b2c) as a Form of Brand Advertising

Innovation (online/e advertising)

submitted by :Vina Prisita M NPM 1.427.R004 MM Widyatama 31 2013

Abstract
Key words : mobile commerce, social media, innovation process, e commerce, brand trust, internet, online advertising Purpose : this paper is a research to find out the effectiveness or role from mobile commerce app and social media as an innovation process in brand advertising (online brand advertising) at e commerce (b2c) business toward or to built brand trust Findings : Media selection was also significantly related to the success of brand advertising. That the advertising message and creativity are significantly related to the success of brand advertising in China Paper type : Research Paper

Background
In the next few years Indonesia will have some rapid changes in form of consumers type that caused by 2 fundamental causes : increasing byuing power and education, and as a result there will be type of consumers called consumer 3000, this type of consumer create Broadband Hunger: Social Media Boom, the type of consumer that need high level connectivity and make online purchasing the most (Yuswohady , 2008). internet not a static anymore but it become a social media. Through this social media we finaly familiar with social media marketing or online advertising, its a marketing or advertising system that doesnt use a traditional channel, but its using an online programs or channel such as blog, social and profesional network, wikipedia, forum, application multimedia user - centric : Facebook, Twitter, MySpace, LinkedIn, YouTube and other technology that use web 2.0 (eley & tillet, 2009 hlm.78) to connect the company, next customers and influencer. The phrase mobile commerce was originally coined in 1997 to mean "the delivery of electronic commerce capabilities directly into the consumers hand, anywhere, via wireless technology. Many choose to think of Mobile Commerce as meaning "a retail outlet in your customers pocket."According to BI Intelligence in January 2013, 29% of mobile users have now made a purchase with their phones (mobile payment today BI, 2012). Walmart estimated that 40% of all visits to their internet shopping site in December 2012 was from a mobile device (Gibu Thomas, 2012). Online trust is one of the issues researchers, as well as practitioners, frequently associate with the success or failure of online ventures. According to Harris Interactive (2001) around 70 per cent of the US Web users are seriously concerned about the safety of their personal information, transaction security and misuse of private consumer data. Subjects like hacking, fraud, spam and online scams frequently make headlines, raising security concerns as well as skepticism and mistrust. From the previous research we know about what correlates successful brand advertising factors are but it doesnt say about the media, how brand advertising delievered to be successful, specially in e commerce business (b2c) context. Therefore this research purpose is to find out how the innovation of brand advertising (online brand advertising) using mobile commerce app and social media can built brand trust among consumer.

the type of consumer that need high level connectivity and make online purchasing the most (Yuswohady , 2008).

Summary model

E commerce (b2c)
INTERNET: -SOCIAL MEDIA
-MOBILE COMMERCE APP

-CONSUMER 3000 -BROADBANDHUNGER, SOCIAL MEDIA BOOM :

the type of consumer that need high

level connectivity and make online purchasing the most (Yuswohady , 2008).

BRAND ADVERTISING
INNOVATION

ONLINE BRAND ADVERTISING

BRAND TRUST

Summary
Internet -Mobile Commerce App : the delivery of electronic commerce capabilities directly into the consumers hand,anywhere, via wireless technology. Many choose to think of Mobile Commerce as meaning "a retail outlet in your customers pocket. -Social Media E commerce : process of selling and buying product and services through internet Innovation

-Process innovation : Innovations can also focus on processes through which products are created or delivered.

-Online brand advertising : built a brand through advertisement in online context

Brand Trust Brand trust is defined as the willingness of the average consumer to rely on the ability of the brand to perform its stated function (A. Chaudhuri, and M. B. Holbrook,2001). In this study, brand trust is simply the trust a consumer has in a specific brand, a definitionn based on (Ha, 2004).

BRAND ADVERTISING

Modelling

E-commerce (b2c)

INTERNET
BRAND ADVERTISING

ONLINE BRAND ADVERTISING

INNOVATION

-MOBILE COMMERCE APP -SOCIAL MEDIA

BRAND TRUST