The Role of Emotions in Growing Cultural Awareness in Viral Marketing


Batik products are expected that Indonesian people will be able to dominate the Indonesian market. In realizing this, a marketing strategy that can use a cultural approach can be carried out. In applying the viral marketing model, emotions received by message recipients are expected to foster cultural awareness. Emotion is an important factor in the process of having cultural awareness (cultural awareness). The formation of cultural awareness in individuals is something that does not just happen but through various things and involves a variety of factors such as perception and emotions, awareness will be formed. The contribution of this research is to broaden the discussion about the role of emotions in the context of viral marketing especially for cultural products namely Batik and to identify the understanding of Indonesian cultural values.

Keywords: Emotion, Viral Marketing, Cultural Awareness

[1] Barri. H. G. Saerang. D.P.E Tumiwa. J. R. 2017 The Impact of Viral Marketing Using Social Media Platform on Brand Awareness (Case Study: Laneige Cosmetic)

[2] Chu, S.C. 2011. Viral Advertising in Social Media: Participation in Facebook Groups and Responses among College-Aged Users. Journal of Interactive Advertising.

[3] Dobele, A, Adam L, Michael B, Joëlle V, and R. van Wijk 2007, “Why Pass on Viral Messages? Because They Connect Emotionally,” Business Horizons,

[4] Ferguson, R. 2008. “Word of Mouth and Viral Marketing: Taking the Temperature of The Hottest Trends in Marketing.” Journal of Consumer Marketing, Vol.25

[5] Hawkins, Del, I. Roger. J. Best and Kenneth. A. Coney. 2000. Consumer Behaviour: Building Marketing Strategy. New York McGraw-Hill

[6] Hill. S, Provost. F, Volinsky. C. 2008. Viral Marketing: Identifying likely adopters via consumer networks

[7] Kaplan A M & Haenlein M. 2011. Two hearts in three-quarter time: How to waltz the social media/Viral Marketing dance, Business Horizons

[8] Kertamuda. F. 2011. Konselor dan Kesadaran Budaya (Cultural Awareness)

[9] Lindgreen, A., and Vanhamme, J. (2005). Viral Marketing: the use of surprise,in Clarke, I., and Flaherty, T., (ed) Advances in electronic marketing,

[10] Moalosi, R.; Popovic, V.; Hickling-Hudson, A. 2010. Culture-orientated product design. Int. J. Technol. Des. Educ.

[11] Nahartyo, E., & Utami, I. 2015. Panduan Praktis Riset Eksperimen. Jakarta: Indeks.

[12] Sudin, M, 2017. Pendidikan Multikultural Sebagai Upaya Mempertahankan Kebudayaan Melayu Islam Di Tengah Arus Global. Sugiyono, 2012. Metode Penelitian Kombinasi (Mixed Methods) Bandung: Alfa Beta

[13] Thompkins, D., Galbraith, D., Tompkins, P. 2006. Universalisme, Particularism, and cultural self- awareness: a comparison of American and Turkish university Students. Journal of International Business and Cultural Studies

[14] Wunderle, W. 2006. Through the Lens of Cultural Awareness: A Primer for US Armed Forces Deploying to Arab and Middle Eastern Countries. Combat Studies Institute Press, USA