Digital Marketing Culture: An Exploration of Food Truck Business f rom Online Social Capital Perspective

Progress in the world of the food truck business today has given more attention to managing social media sites as an online marketing strategy. Some previous research also shows that the role of social media sites can be seen as a medium, a means and an online facilitator which directly causes significant changes in the composition of offline social capital. The dynamics of reciprocal relationships at every level of marketing online or offline tend to lead to social participation among food truck sellers and civil servant consumers. This study attempts to analyze how new forms of social capital and their links with the practice of the food truck business in Jakarta. A qualitative approach with a digital ethnographic method is used for data collection procedures in the field. The results of interviews conducted online and offline were analyzed using the Taxonomy Analysis method. The digital marketing process allows for feelings of sympathy in the form of admiration, attention, care, empathy, appreciation, responsibility and trust towards food truck sellers. The workings of online social capital in the realm of digital marketing can be seen through various existing sociocultural dimensions. These dimensions allow flexibility for the food truck business world to collaborate with other groups, participate digitally in distributing information on food products, online to co-operate and stimulate online networks or new outreach agencies.