Influence of Social Media Marketing (SMM) on Attitude and Intention to Use Sustainable Transportation
Kania Widyatami, Ratih Hurriyati

Universitas Pendidikan Indonesia

Abstract

Rapid increase on the use of private motor vehicles has caused various transportation problems affecting the economic, environmental, and social aspect of Bandung City. In order to tackle the problem, peoples desire to utilize alternative modes of transportation should be cultivated. In light of a growing interest in the use of social media marketing (SMM), this study was conducted to see the influence of SMM on attitude and intention to use more efficient and eco friendly modes of transport such as public transportation, bicycle, and walking. A questionnaire survey was conducted to the followers of Bandung Eco Transports Instagram account. The outcome of the study provides insight on how SMM affects individuals attitude and intention to decrease the use of private motor vehicles.

Keywords: Social Media Marketing, Attitude, Intention, Theory of Planned Behavior, Sustainable Transportation

Topic: Marketing Management