Managing Digital Marketing Communication of Coffee Shop Using Instagram

Managing Digital Marketing Communication of Coffee Shop Using Instagram

Instagram

marketing communication

promotion

digital marketing.

This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in  promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

Soedarsono, Dewi K

Mohamad, Bahtiar

Adamu, Adamu Abbas

Aline Pradita, Kennia

International Journal of Interactive Mobile Technologies (iJIM); Vol. 14 No. 05 (2020); pp. 108-118

1865-7923

International Association of Online Engineering (IAOE), Vienna, Austria

2020-04-07

Copyright (c) 2020 Dewi K Soedarsono, Bahtiar Mohamad, Adamu Abbas Adamu, Kennia Aline Pradita

application/pdf

eng

info:eu-repo/semantics/article

info:eu-repo/semantics/publishedVersion

Peer-reviewed Article