The use and Effectiveness of Social Media towards Wedding Cultural Diversity Knowledge: A Study of the Wedding Vendors in Bali, Indonesia

Abstract

Event management and weddings, in particular, is a fast-growing industry in Bali. The industry is recession-proof and people never had a lack of willingness to spend on their weddings. From wedding planners to dress designers, decorators, entertainers, and photographers the sense of growth is all-pervasive. Social media has been a transformer revolutionizing the process of modern business practices, thus changing the way wedding vendors seeking for information on the wedding cultural diversity. The change in this industry today can be observed where weddingvendors searching for wedding cultural diversity through social media platform, such as Facebook, Instagram or Pinterest rather than asking around for the culture experts. This study is conducted to analyze the use and effectiveness of social media towards wedding cultural diversity knowledge on wedding vendors in Bali. Primary research has been conducted based on a qualitative method in thematic analysis towards eight wedding vendors in Bali. The findings indicated that all respondents have used social media especially Instagram, Pinterest, Google, YouTube and blog as their main source of information. This exhibited around 75% of the respondents agreed that social media plays key role in providing information on wedding cultural diversity. Finally, this research is expected to benefit not only the wedding industry especially for those who serve the wedding cultural diversity business but also for the academic research purpose.

 Keywords: wedding cultural diversity knowledge, the use and effectiveness of social media, wedding cultural diversity, wedding vendor.