SOCIAL MEDIA AS MARKETING TOOL IN COFFEE INDUSTRY: A LITERATURE REVIEW

Authors

  • Ayu Indira Dewiningrat Universitas Pendidikan Nasional

Keywords:

Social media, marketing tool, coffee industry

Abstract

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.

References

Akrimi, Y., & Khemakem, R. 2012. What Drive Customers to Spread The Word in Social Media. Journal of Marketing Research and Case Studies.

Barker, M., Barker, D., Bormann, N., Roberts, M. & Zahay, D. 2017. Social Media Marketing: A Strategic Approach. 2nd edition. Boston: Cengage Learning.

Floreddu, P.B., Cabiddu, F., & Evaristo R. 2014. Inside your social media ring: How to optimize online corporate reputation, Kelley Scholl of Business, Indiana University.

Hoffman, D. and Novak, T., 1996. Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), p.50.

Hudson, S., Roth, M.S., Madden, T.J., & Hudson, R. 2015. The Effect of Social Media on Emotions, Brand Relationship Quality, dan Word of Mouth. Journal of Tourism Management.

Hutton, G., & Fosdick, M,. 2011. The Globalization of Social Media – Consumer Relationships with Brands Evolve in The Digital Space. Journal of Advertising Research.

Karman. 2013. Research on Media Use and Its Development. Journal of Communication and Media Studies, Vol. 17 No. 1, 103-121.

Kaplan, A,M., & Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, Vol. 53 No. 1, pp. 59-68.

Katona, Z., Zubscek, P,P,. & Sarvary, M. 2011. Network Effects and Personal Influences: The Diffusion of an Online Social Network. Journal of Marketing Research.

Kotler, P., dan Keller, K. L. 2016. Marketing Management 14th Edition. New Jersey: Pearson Prentice Hall.

Lariscy, R.W., Tinkham, S.F. and Sweetser, K.D. 2011. “Kids these days: examining differences in political uses and gratifications, internet political participation, political information efficacy, and cynicism on the basis of age”, American Behavioral Scientist, Vol. 55 No. 6, pp. 749-764.

Luo, N., Zhang, M., & Liu, W. 2015. The Effects of Value Co-Creation Practices on Building Harmonious Brand Community and Achieving Brand Loyalty on Social Media in China. Computers in Human Behaviour, Vol.48.

Men, L,R., & Tsai, W,S. 2015. Infusing Social Media with Humanity: Corporate Character, Public Jurnal Penelitian Komunikasi dan Opini Publik Vol. 19 No.3, Desember 2015: 187-196 195 Engagement, and Relational Outcomes. Journal of Public Relation.

Mikalef, P., Giannakos, M., & Pateli, A. 2012. Shoping and Word-of-Mouth Intention on Social Media. Journal of Theoretical and Applied Electronic Commerce Research, Vol.8.

Nguyen, B., Yu, X., Melewar, T,C., & Chen, J. 2015. Brand Innovation and Social Media: Knowledge Acquisition from Social Media, Marketi Orientation, and the Moderating role of Social Media Strategic Capability. Industrial Marketing Management.

Palmatier, R., Houston, M. and Hulland, J., 2018. Review articles: purpose, process, and structure. Journal of the Academy of Marketing Science, 46(1), pp.1-5.

Pfeffer, J., Zorbach, T., & Carley, K,M., 2014. Understanding Online Firestorm: Negative Word of Mouth Dynamics in Social Media Environments, Journal of Marketing Communication.

Powers, T., Advincula, D., Austin M, Graiko S., & Snyder, J. 2012. Digital and Social Media in The Purchase Decision Process. Journal of Advertising Research.

Pynta, P., Seixas, S,A,S., Nield, G,E., Hier, J,. Millward, E., dan Silberstein, R,B. 2014. The Power of Social Television: Can Social Media Build Viewer Engagement. Journal of Advertising.

Saravanakumar, M., & SuganthaLakshmi, T. 2012. Social Media Marketing. Life Science Journal. Vol.9 No.4.

Shi, M,. & Wojnicki, A,C. 2014. Money Talks to Online Opinion Leader. Journal of Advertising Research.

Stanaland, A,J,S., Lwin, M,O., & Miyazaki, A,D. 2011. Online Privacy Trustmarks Enhancing The Perceived Ethics of Digital Advertising, Journal of Advertising Research.

Taylor, D,G., Lewin, J,E., & Struton, D. 2011. Do Ads Work On Social Media, Journal of Advertising Research.

Trainor, K,J., Andzulis, J., Rapp, A., & Agnihotri, R. 2014. Social Media Technology Usage and Customer Relationship Performance, Journal of Business Research. Vol 27.

Tucker, C,E. 2014. Social Network Personalized Ad, Privacy Contro, Journal of Marketing Research.

Wang, X., Yu, C., & Wei, Y. 2012. Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, p.198-208.

Williams, D,L., Crittenden, V,L., Keo, T., & McCarty, P. 2012. The use of social media: an exploratory study of uses among digital natives, Journal of Public Affairs, Vol. 12 No. 2, pp. 127-136.

Whiting, A., & Williams, D. 2013. Why People Use Social Media: a uses and gratification approach. Qualitative Market Research: An International Journal, Vol. 16 No.4.

Wikstrom, E., & Wigmo, J. 2010. Social Media Marketing – What Role Can Social Media Play as Marketing Tool?. Bachelor Thesis, Shcool of Computer Science, Phy.

Zeng, Junfen. 2017. Using Social Media as Marketing Tool for Business. Western Oregon University.

https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-capai-191-juta-pada-2022.

Downloads

Published

2022-06-24

How to Cite

Dewiningrat, A. I. . (2022). SOCIAL MEDIA AS MARKETING TOOL IN COFFEE INDUSTRY: A LITERATURE REVIEW. International Conference on Industrial Revolution 4.0, 1(1), 351-365. Retrieved from https://journal.undiknas.ac.id/index.php/icfeb/article/view/3669