SOCIAL MEDIA AS MARKETING TOOL IN COFFEE INDUSTRY: A LITERATURE REVIEW
Keywords:
Social media, marketing tool, coffee industryAbstract
Social Media as Marketing Tool in Coffee Industry: A Literature Review. The purpose of this study is to review the existing literature to synthesize and find out the impact of its use in social media marketing, as well as to provide recommendations on possible future research directions. This study uses a library method approach to collect and synthesize academic literature on social media marketing in the coffee industry. This study is a literature review by reviewing existing studies with the focus of analysis on the antecedents of the use of social media as a marketing tool, especially in the coffee industry. The method used is a literature study published in peer-reviewed journals that are systematically collected from various scientific sources and analyzed thematically to reveal the impact of using social media as a marketing tool. The researcher proposes a research model from Social Media Marketing, also explained about Social Media and some research questions to be developed future research.
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