Use of Electronic Word of Mouth in Promoting Jafra Multi Level Marketing Business

Qisty Amanda Deviacita


Abstract: A new kind of social contact and collaboration has emerged as a result of the development of new digital media, which can be found on social networking sites (SNS). Because of the enormous potential of social media, many different types of businesses are turning to it as a means of attracting the attention of their target audiences. To make it easier for prospects and targets to be reached. In addition to face-to-face communication, business people in Multi-Level Marketing make use of social media platforms such as Instagram to build brand awareness or to promote a product to a larger audience. Direct and indirect interviews with Jafra consultants and consultants' followers were used in this qualitative study, which was done utilizing qualitative methods. The findings of the study indicate that marketing activities including Electronic Word of Mouth on social media platforms such as Instagram are an efficient strategy for Jafra MLM business owners to develop brand trust and generate customer interest in purchasing.


SNS; eWOM; Brand Trust

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