• ISSN: 2155-7950
  • Journal of Business and Economics

Evaluation of the Strategy and Implementation of 360º
Communications in Indonesia


Dorien Kartikawangi, Nia Sarinastiti, Avianto Nugroho
(Atma Jaya Catholic University, Jakarta, Indonesia)

Abstract: The development of Information Communication Technology (ICT) has given the opportunity to be able to use 360º Communications in corporate communication and marketing communication activities. Nevertheless, there is still a debate on the effectiveness and efficiency of this model during the implementation on the field. The objective of the study is not merely conducting a general evaluation of the 360º Communications implementation done by companies in Indonesia, but also focusing on the use of social media trinity that are developing, which are blogging, microblog and social network. This research is done through a qualitative approach using Focus Group Discussion and interviews with industrial players, as well as through participative observation. Research results reveal that sources implement 360º Communications differently, either on defining the strategy up until evaluation, whether partially or overall. This depends on the type of business/industry it does and the communication objective it chooses.

Key words: 360 degree communications; computer mediated communications; integrated communication

JEL code: M00

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