Digital Marketing Strategies of Vivo for the Disabled Community: E-Waste Management, Accessible Features, and Applications
Year: 2024
Type: article
Abstract: This research aims to explore vivo's sustainable marketing strategy that focuses on inclusivity and e-waste management. Using a qualitative approach, data was collected through in-depth interviews with influencers and content analysis of vivo Indonesia's Instagram. The results showed that vivo's marketing strategy involving collaboration with influencers is effective in building brand image. However, challenges in e-waste management and inclusivity still need attention. Key recommendations include educating audiences about e-waste management through the 'Trade-in for Tomorrow' program and the production of recycled phones. In addition, vivo is advised to offer products that are friendly to people with disabilities, such as Talkback and Inverse Color features for visually impaired users. The implementation of this strategy is expected to increase sales and strengthen vivo's image as a company that cares about the environment and inclusivity. A sustainable marketing strategy that includes education on e-waste and increased product inclusiveness will make a positive contribution to the environment and society, while strengthening vivo's position in the market.
Institution: LSPR Institute of Communication and Business
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4406220708