Managing Digital Marketing Communication of Coffee Shop Using Instagram

Authors

  • Dewi K Soedarsono Faculty of Communication and Business, Telkom University, Bandung, Indonesia
  • Bahtiar Mohamad School of Multimedia Technology and Communication, Universiti Utara Malaysia, Kedah, Malaysia
  • Adamu Abbas Adamu Faculty of Business, Curtin University, Sarawak, Malaysia
  • Kennia Aline Pradita Faculty of Communication and Business, Telkom University, Bandung, Indonesia

DOI:

https://doi.org/10.3991/ijim.v14i05.13351

Keywords:

Instagram, marketing communication, promotion, digital marketing.

Abstract


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.

Author Biographies

Dewi K Soedarsono, Faculty of Communication and Business, Telkom University, Bandung, Indonesia

Faculty of Communication and Business, Telkom University

Bahtiar Mohamad, School of Multimedia Technology and Communication, Universiti Utara Malaysia, Kedah, Malaysia

School of Multimedia Technology and Communication, Universiti Utara Malaysia

Adamu Abbas Adamu, Faculty of Business, Curtin University, Sarawak, Malaysia

Faculty of Business, Curtin University, Sarawak, Malaysia

Kennia Aline Pradita, Faculty of Communication and Business, Telkom University, Bandung, Indonesia

Faculty of Communication and Business, Telkom University

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Published

2020-04-07

How to Cite

Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Aline Pradita, K. (2020). Managing Digital Marketing Communication of Coffee Shop Using Instagram. International Journal of Interactive Mobile Technologies (iJIM), 14(05), pp. 108–118. https://doi.org/10.3991/ijim.v14i05.13351

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Section

Papers