ABSTRACT
Our society has transitioned to Information Society, and in this new season of marketing, the integration of technology and humanity, is a biggest challenge that marketers are facing, but is paucity of marketing research that address it. In this study, we reviewed the meaning of humanities in marketing research and provided theoretical support for the value of humanities in brand strategy. Researcher conducted a qualitative in-depth interview study with 12 Facebook users, analysed using Grounded Theory, and re-analysed the proposition through "description" using Social Exchange Theory (SET), to find a humanistic understanding. The result is the "Oreo Ways of Social Media Thinking", which establish the habitual ways of marketing strategy on what users think and feel; and the "WURRF-Plan" strategy questions, helping marketers to review their social marketing strategies through a humanistic perspective. We provides an advice that is suitable for the information society, proving that build a good social relationship with consumers can be accumulated as a Social Media Asset, and become a Brand Equity.
