Management of Electronic Word of Mouth Communication for Culinary Products on Instagram

DOI

10.2991/assehr.k.220407.106How to use a DOI?

Keywords

MSME businessman; electronic word of mouth; instagram product

Abstract

Information on culinary products is currently easy to find on Instagram. Businessmen who are members of the Footy MSME community located in Bandung Regency in marketing culinary products do a marketing communication, namely e-WOM (Electronic word of mouth) on Instagram. Initially, term of ‘word of mouth’ communication was conveyed by mouth to mouth, but now the communication is done through electronic media, one of which is Instagram. This study aims to analyze the ability of businessssmen in compiling e-WOM messages, the ability to overcome obstacles in managing e-WOM messages and create relationships with consumers. This research method uses qualitative research methods with a case study approach. This study found that businessmen can compose e-WOM messages, overcome obstacles in managing e-WOM messages, and build relationships with consumers, so that consumers closely engange to the products being sold.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yusuf Hamdan
AU  - Anne Ratnasari
AU  - Aning Sofyan
PY  - 2022
DA  - 2022/04/23
TI  - Management of Electronic Word of Mouth Communication for Culinary Products on Instagram
BT  - Proceedings of the 4th Social and Humanities Research Symposium (SoRes 2021)
PB  - Atlantis Press
SP  - 516
EP  - 520
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220407.106
DO  - 10.2991/assehr.k.220407.106
ID  - Hamdan2022
ER  -