Sensemaking in Bimbapedia's Marketing Communication Strategy in the Era of Digital Disruption via Instagram
Abstract
This study aims to analyze the marketing communication strategy implemented by Bimbapedia through Instagram social media in facing competition in the era of digital disruption. This study uses a descriptive qualitative approach with in-depth interview techniques with three key informants: institution owners, social media admins, and digital marketing staff. Data analysis was carried out using the NVivo application with a thematic coding approach based on Karl E. Weick's sensemaking theory. The results of the study show that Bimbapedia's communication strategy is built through a sensemaking process involving seven main characteristics: identity-based meaning, reflection of past experiences, creation of a meaningful digital environment, social collaboration, continuous content updates, interpretation of audience cues, and feasibility-based decision making. Instagram is used not only as a promotional medium but also as a space for interaction and construction of meaning with the audience. This study concludes that the success of a digital marketing strategy in the era of disruption depends not only on the presence of technology but also on the organization's ability to interpret and respond to digital dynamics adaptively and with value.
References
Chandra, P., & Pal, J. (2019). Rumors and collective sensemaking: Managing ambiguity in an informal marketplace. Conference on Human Factors in Computing Systems - Proceedings, 4(9), 1–12. https://doi.org/10.1145/3290605.3300563
Combe, I. A., & Carrington, D. J. (2015). Leaders’ sensemaking under crises: Emerging cognitive consensus over time within management teams. Leadership Quarterly, 26(3), 307–322. https://doi.org/10.1016/j.leaqua.2015.02.002
Creswell, J. W. (2018). Research and Design Qualitative, Quantitative and Mixed Methods Approaches. In Thousand Oaks, California.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information Communication and Society, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491
Eckstein, G., Shrestha, A., & Russo, F. (2024). Thirty-five years of sensemaking in the business and management research: a bibliometric analysis, review, and discussion. Management Review Quarterly. https://doi.org/10.1007/s11301-024-00458-5
Galvin, A. (2021). Sensemaking in Social Construction of Organization. A Powerful Resource in Pandemic Context. Postmodern Openings, 12(1), 308–318. https://doi.org/10.18662/po/12.1/262
Giannakis, M., Dubey, R., Yan, S., Spanaki, K., & Papadopoulos, T. (2022). Social media and sensemaking patterns in new product development: demystifying the customer sentiment. Annals of Operations Research, 308(1–2), 145–175. https://doi.org/10.1007/s10479-020-03775-6
Grote, G. (2018). Managing Uncertainty in Work Organizations. Emerging Trends in the Social and Behavioral Sciences, 1–14. https://doi.org/10.1002/9781118900772.etrds0455
Ivanova-Gongne, M., Torkkeli, L., Koporcic, N., & Barner-Rаsmussen, W. (2024). Individuals in B2B Marketing Sensemaking and Action in Context. In Routledge Taylor & Francis. Routledge. https://doi.org/10.4324/9781003388036
Jackson, K., & Bazeley, P. (2019). Qualitative Data Analysis with NVivo, 3rd Edition. In SAGE Publications. Sage. https://uk.sagepub.com/en-gb/eur/qualitative-data-analysis-with-nvivo/book261349
Karin, C., & Abner, R. P. (2022). Strategy for Using Instagram as a Digital Marketing Communication Media to Increase MSME Product Sales. … Research and Critics Institute (BIRCI-Journal) …, 13835–13840. https://bircu-journal.com/index.php/birci/article/view/5245
Kumar, P., & Masvood, Y. (2023). Impact of Instagram Marketing in Long-Term Customer Relationship Management in B2C Industries. International Journal of Research Publication and Reviews Journal Homepage: Www.Ijrpr.Com, 4(3), 4629–4632. www.ijrpr.com
Luna-Reyes, L. F., Andersen, D. F., Black, L. J., & Pardo, T. A. (2021). Sensemaking and social processes in digital government projects. Government Information Quarterly, 38(2). https://doi.org/10.1016/j.giq.2021.101570
Niemi, L., Stenholm, P., Hakala, H., & Kantola, J. (2022). Immanent sensemaking by entrepreneurs and the interpretation of consumer context. International Small Business Journal: Researching Entrepreneurship, 40(8), 966–990. https://doi.org/10.1177/02662426211061531
Penttilä, K., Ravald, A., Dahl, J., & Björk, P. (2020). Managerial sensemaking in a transforming business ecosystem: Conditioning forces, moderating frames, and strategizing options. Industrial Marketing Management, 91(May), 209–222. https://doi.org/10.1016/j.indmarman.2020.09.008
Raffi, M., & Dianita, I. A. (2024). Analisis Strategi Komunikasi Pemasaran @Ninetysixvintages. E-Proceeding of Management, 11(3), 2924. https://doi.org/10.32509/pustakom.v7i1.3305
Sazzad Talukder, Maria Ivanova-Gongne, W. B.-R. (2024). Sensemaking Of Business Relationships In International Small Firms. The Role Of Decision-Makers’ Language Background. In: Individuals in B2B Marketing. In Routledge Taylor & Francis. https://doi.org/10.4324/9781003388036
Snoussi, T., & Kasem, A. (2020). Instagram for Integrated Marketing Communications Online. International Journal of Innovation, Creativity and Change1, 14(5), 1021–1037.
Sobral, F., Carvalho, J., Łagowska, U., Furtado, L. M. G. P., & Grobman, M. (2020). Melhor prevenir do que remediar: o sensemaking da liderança nos tempos da COVID-19. Revista de Administracao Publica, 54(4), 758–781. https://doi.org/DOI: http://dx.doi.org/10.1590/0034-761220200262
Torkkeli, L., & Ivanova-Gongne, M. (2020). Making Sense of Culture in Management: Qualitative Sensemaking Approach in Explaining Cross-Cultural Business Networking. Journal of Business & Industrial Marketing, 33(5), 638–650. https://doi.org/10.4135/9781529724608
Triwijayati, A., Luciany, Y. P., Novita, Y., Sintesa, N., & Zahruddin, A. (2023). Strategi Inovasi Bisnis untuk Meningkatkan Daya Saing dan Pertumbuhan Organisasi di Era Digital. Jurnal Bisnis Dan Manajemen West Science, 2(03), 306–314. https://doi.org/10.58812/jbmws.v2i03.564
Veranus Sidharta, Anisti, Syatir, M Ismail Alif, & R. M. T. (2024). Sensemaking in Digital Marketing Communications for Wedding Dowry Products. INTERACTION: Jurnal Pendidikan Bahasa, 11(2), 845–855. https://doi.org/https://doi.org/10.36232/interactionjournal.v11i2.835
Veranus Sidharta., Djuara P. Lubis., Sarwititi Sarwoprasodjo., & K. B. S. (2024). Decision making in ambiguous situations: Determining recipients of cash social assistance in Indonesia. Multidisciplinary Science Journal.
Vickers, A. J., & Bennett, P. (2024). “Sensemaking” to Aid Shared Decision Making in Clinical Practice: A Personal Response to Information Overload and Decision Abdication. Medical Decision Making, 44(6), 607–610. https://doi.org/10.1177/0272989X241257941
Weick, K. E. (1995). Sensemaking In Organizations. Foundations for Organizational Science: A SAGE Publications Series.
Widodo, Y., & Oktaviani, I. (2018). Marketing Communication Strategy Using Instagram to Increase The Selling Achievement. Atlantis Press, 175, 65–67. https://doi.org/10.2991/icase-18.2018.17
Published
Issue
Section
License
Copyright (c) 2025 Bagas Satria, Liliyana Liliyana, M. Ismail Alif, Haryo Windratno
This work is licensed under a Creative Commons Attribution 4.0 International License.
Kebijakan yang diajukan untuk jurnal yang menawarkan akses terbuka
Syarat yang harus dipenuhi oleh Penulis sebagai berikut:
- Penulis menyimpan hak cipta dan memberikan jurnal hak penerbitan pertama naskah secara simultan dengan lisensi di bawah Creative Commons Attribution License yang mengizinkan orang lain untuk berbagi pekerjaan dengan sebuah pernyataan kepenulisan pekerjaan dan penerbitan awal di jurnal ini.
- Penulis bisa memasukkan ke dalam penyusunan kontraktual tambahan terpisah untuk distribusi non ekslusif versi kaya terbitan jurnal (contoh: mempostingnya ke repositori institusional atau menerbitkannya dalam sebuah buku), dengan pengakuan penerbitan awalnya di jurnal ini.
- Penulis diizinkan dan didorong untuk mem-posting karya mereka online (contoh: di repositori institusional atau di website mereka) sebelum dan selama proses penyerahan, karena dapat mengarahkan ke pertukaran produktif, seperti halnya sitiran yang lebih awal dan lebih hebat dari karya yang diterbitkan. (Lihat Efek Akses Terbuka).
