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- Title
Managing Digital Marketing Communication of Coffee Shop Using Instagram.
- Authors
Soedarsono, Dewi K.; Mohamad, Bahtiar; Adamu, Adamu Abbas; Pradita, Kennia Aline
- Abstract
This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantage 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 tool 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.
- Subjects
MARKETING; DIGITAL communications; INTERNET marketing; COFFEE shops; MARKETING consultants; MARKETING software; DIGITAL media
- Publication
International Journal of Interactive Mobile Technologies, 2020, Vol 14, Issue 5, p108
- ISSN
1865-7923
- Publication type
Article
- DOI
10.3991/ijim.v14i05.13351