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Abstract
The internet’s ascent has transformed digital marketing, with social media platforms like Instagram becoming essential tools. The “Instagrammable” trend has gained traction in the food industry, using visual appeal to drive business success and expand markets. This research investigates the factors influencing Instagram’s popularity metrics in the food sector, focusing on South Sumatra. A survey of 250 Instagram users was conducted using accidental sampling. The study assessed various factors on a Likert scale from 1 (strongly disagree) to 7 (strongly agree). The findings revealed that brand cue positively impacts selling strategy and information search. Additionally, message appeal positively influences selling strategy and information search but negatively correlates with the popularity of social media messages, suggesting that specific appeals might hinder social media popularity. Conversely, selling strategy and information search positively affect the popularity of social media messages, highlighting the importance of engaging consumers and providing informative content for brand popularity on social platforms. While brand cues do not directly influence the popularity of social media messages, message appeal and brand cues are crucial in shaping consumer interactions on social media. These results offer practical insights into utilizing brand cues and message appeal to cultivate consumer relationships, differentiate brands, and influence purchasing behavior through social media. The study provides valuable guidance for businesses navigating the complex world of social media marketing, emphasizing the importance of tailored messaging and brand presence in driving consumer engagement and brand perception within the competitive food industry.
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Copyright (c) 2024 Muji Gunarto, Putri Anggraini
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References
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- Basu, S. (2018). Information search in the internet markets: Experience versus search goods. Electronic Commerce Research and Applications, 30, 25–37. https://doi.org/10.1016/j.elerap.2018.05.004
- Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 294–307. https://doi.org/10.1080/00913367.2022.2039886
- Bitiktas, F., & Tuna, O. (2020). Social media usage in container shipping companies: Analysis of Facebook messages. Research in Transportation Business and Management, 34, 100454. https://doi.org/10.1016/j.rtbm.2020.100454
- Boerman, S. C., & Müller, C. M. (2022). Understanding which cues people use to identify influencer marketing on Instagram: An eye tracking study and experiment. International Journal of Advertising, 41(1), 6–29. https://doi.org/10.1080/02650487.2021.1986256
- Chatzipanagiotou, K., Azer, J., & Ranaweera, C. (2023). E-WOM in the B2B context: Conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957. https://doi.org/10.1016/j.jbusres.2023.113957
- Cheng, P., Lin, Z., & Liu, Y. (2021). Competing selling strategies in the housing market. The Journal of Real Estate Finance and Economics, 63, 394–413. https://doi.org/10.1007/s11146-020-09778-1
- Cron, W. L., Alavi, S., & Habel, J. (2023). Adaptive selling in business-to-business markets: Contextual boundary of a selling strategy from retailing. Journal of Personal Selling and Sales Management, 43(2), 117–127. https://doi.org/10.1080/08853134.2022.2113092
- Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
- Diallo, M. F., & Seck, A. M. (2018). How store service quality affects attitude toward store brands in emerging countries: Effects of brand cues and the cultural context. Journal of Business Research, 86, 311–320. https://doi.org/10.1016/j.jbusres.2017.08.017
- Fenton, A. G., Sands, S., Ferraro, C., Pallant, J. I., & Ghafoori, E. (2023). Preparing for retirement: The influence of message frame, message appeal and life stage. Journal of Social Marketing, 13(4), 572–592. https://doi.org/10.1108/JSOCM-04-2023-0081
- Fuciu, M. (2019). The rise of Instagram–Evolution, statistics, advantages and disadvantages. Revista Economică, 71(4), 51-63.
- García, J. J. L., Lizcano, D., Ramos, C. M. Q., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 1–16. https://doi.org/10.3390/fi11060130
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- Hongcharu, B. (2018). The influences of corporate’s message appeal and electronic word of mouth on consumer response. NIDA Business Journal, 22, 130-151.
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- Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y
- Kemp, E., Briggs, E., & Anaza, N. A. (2020). The emotional side of organizational decision-making: Examining the influence of messaging in fostering positive outcomes for the brand. European Journal of Marketing, 54(7), 1609–1640. https://doi.org/10.1108/EJM-09-2018-0653
- Khatwani, G., & Srivastava, P. R. (2018). Impact of information technology on information search channel selection for consumers. Journal of Organizational and End User Computing, 30(3), 63–80. https://doi.org/10.4018/JOEUC.2018070104
- Kim, C., Jeon, H. G., & Lee, K. C. (2020). Discovering the role of emotional and rational appeals and hidden heterogeneity of consumers in advertising copies for sustainable marketing. Sustainability, 12(12), 5189. https://doi.org/10.3390/su12125189
- Kulikovskaja, V., Hubert, M., Grunert, K. G., & Zhao, H. (2023). Driving marketing outcomes through social media-based customer engagement. Journal of Retailing and Consumer Services, 74, 103445. https://doi.org/10.1016/j.jretconser.2023.103445
- Kwak, H., Anderson, R. E., Leigh, T. W., & Bonifield, S. D. (2019). Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction. Journal of Business Research, 94, 42–55. https://doi.org/10.1016/j.jbusres.2018.09.015
- Lee, W.-H. (2018). The effects of the regulatory fit between product name and product appealing on advertisement attraction and persuasion. Xing Xiao Ping Lun, 231–258.
- Lidiawaty, B. R., Irawan, M. I., & Ginardi, R. V. H. (2020). Image pattern verification based on seller’s Batik Solo product name using SURF as a texture based image retrieval. In International Electronics Symposium (IES), Surabaya, Indonesia, 2020 (pp. 674-679). https://doi.org/10.1109/IES50839.2020.9231950
- Lindauer, M., Mayorga, M., Greene, J., Slovic, P., Västfjäll, D., & Singer, P. (2020). Comparing the effect of rational and emotional appeals on donation behavior. Judgment and Decision Making, 15(3), 413–420. https://doi.org/10.1017/S1930297500007208
- Nouri, A., Haemmerli, J., Lavé, A., Vayssiere, P., Constanthin, P., Al-Awadhi, A., Zegarek, G., Janssen, I., Clusmann, H., Freyschlag, C. F., Goldberg, J., Czabanka, M., Stienen, M. N., Bijlenga, P., & Schaller, K. (2022). Current state of social media utilization in neurosurgery amongst European Association of Neurosurgical Societies (EANS) member countries. Acta Neurochirurgica, 164(1), 15–23. https://doi.org/10.1007/s00701-021-04939-4
- Nurhayati-Wolff, H. (2023). Share of Instagram users in Indonesia as of September 2023, by age group. Retrieved from https://www.statista.com/statistics/1078350/share-of-instagram-users-by-age-indonesia/
- Philp, M., Jacobson, J., & Pancer, E. (2022). Predicting social media engagement with computer vision: An examination of food marketing on Instagram. Journal of Business Research, 149, 736–747. https://doi.org/10.1016/j.jbusres.2022.05.078
- Ramadhan, A., & Gunarto, M. (2021). Analysis of digital marketing strategies in the era of the COVID-19 pandemic in private higher education. In 11th Annual International Conference on Industrial Engineering and Operations Management, IEOM (pp. 5674–5684).
- Read, W., Robertson, N., McQuilken, L., & Ferdous, A. S. (2019). Consumer engagement on Twitter: Perceptions of the brand matter. European Journal of Marketing, 53(9), 1905–1933. https://doi.org/10.1108/EJM-10-2017-0772
- Robson, S., & Banerjee, S. (2022). Brand post popularity on Facebook, Twitter, Instagram, and LinkedIn: The case of start-ups. Online Information Review, 47(3), 486-504. https://doi.org/10.1108/OIR-06-2021-0295
- Rungsrisawat, S., & Sirinapatpokin, S. (2019). Impact of brand equity on consumer purchase intent. Utopia y Praxis Latinoamericana, 24(6), 360–369.
- Sarmento, R. P., & Costa, V. (2019). Confirmatory factor analysis - A case study. https://doi.org/10.48550/arXiv.1905.05598
- Schober, P., & Schwarte, L. A. (2018). Correlation coefficients: Appropriate use and interpretation. Anesthesia and Analgesia, 126(5), 1763–1768. https://doi.org/10.1213/ANE.0000000000002864
- Shukla, S. S. (2020). Non-Probability Sampling Method. https://doi.org/10.32388/da28v2
- Stewart, K., & Perren, R. (2024). Social media snap judgments: The effect of social media-based brand cues on purchase intention. Journal of Marketing Theory and Practice, 32(3), 311-329. https://doi.org/10.1080/10696679.2023.2191329
- Swani, K., Milne, G. R., & Miller, E. G. (2021). Social media services branding: The use of corporate brand names. Journal of Business Research, 125, 785–797. https://doi.org/10.1016/j.jbusres.2019.04.033
- Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer branding: A brand equity-based literature review and research agenda. International Journal of Management Reviews, 20(1), 155–179. https://doi.org/10.1111/ijmr.12121
- Vahdati, Y., & Voss, K. E. (2019). Brand identification, cause-brand alliances and perceived cause controversy. Journal of Product and Brand Management, 28(7), 880–892. https://doi.org/10.1108/JPBM-01-2018-1729
- van Berlo, Z. M. C., van Reijmersdal, E. A., & Eisend, M. (2021). The gamification of branded content: A meta-analysis of advergame effects. Journal of Advertising, 50(2), 179–196. https://doi.org/10.1080/00913367.2020.1858462
- Wahid, R. M., & Gunarto, M. (2022). Factors driving social media engagement on Instagram: Evidence from an emerging market. Journal of Global Marketing, 35(2), 169–191. https://doi.org/10.1080/08911762.2021.1956665
- Wu, H., Li, G., Zheng, H., & Zhang, X. (2022). Contingent channel strategies for combating brand spillover in a co-opetitive supply chain. Transportation Research Part E: Logistics and Transportation Review, 164, 102830. https://doi.org/10.1016/j.tre.2022.102830
- Xiang, D., Zhang, L., Tao, Q., Wang, Y., & Ma, S. (2019). Informational or emotional appeals in crowdfunding message strategy: An empirical investigation of backers’ support decisions. Journal of the Academy of Marketing Science, 47(6), 1046–1063. https://doi.org/10.1007/s11747-019-00638-w
- Zhu, H., Kim, M., & Choi, Y. K. (2022). Social media advertising endorsement: The role of endorser type, message appeal and brand familiarity. International Journal of Advertising, 41(5), 948–969. https://doi.org/10.1080/02650487.2021.1966963.
References
Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
Adam, R., & Gunarto, M. (2021). The influence of promotion in social media and word of mouth on the decision on selection of study programs at private universities. In Proceedings of the International Conference on Industrial Engineering and Operations Management (pp. 5975-5980).
Aichner, T., Grünfelder, M., Maurer, O., & Jegeni, D. (2021). Twenty-five years of social media: A review of social media applications and definitions from 1994 to 2019. Cyberpsychology, Behavior, and Social Networking, 24(4), 215–222. https://doi.org/10.1089/cyber.2020.0134
Amore, M. D., Epure, M., & Garofalo, O. (2024). Organizational identity and performance: An inquiry into nonconforming company names. Long Range Planning, 57(1), 102396. https://doi.org/10.1016/j.lrp.2023.102396
Basu, S. (2018). Information search in the internet markets: Experience versus search goods. Electronic Commerce Research and Applications, 30, 25–37. https://doi.org/10.1016/j.elerap.2018.05.004
Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 294–307. https://doi.org/10.1080/00913367.2022.2039886
Bitiktas, F., & Tuna, O. (2020). Social media usage in container shipping companies: Analysis of Facebook messages. Research in Transportation Business and Management, 34, 100454. https://doi.org/10.1016/j.rtbm.2020.100454
Boerman, S. C., & Müller, C. M. (2022). Understanding which cues people use to identify influencer marketing on Instagram: An eye tracking study and experiment. International Journal of Advertising, 41(1), 6–29. https://doi.org/10.1080/02650487.2021.1986256
Chatzipanagiotou, K., Azer, J., & Ranaweera, C. (2023). E-WOM in the B2B context: Conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957. https://doi.org/10.1016/j.jbusres.2023.113957
Cheng, P., Lin, Z., & Liu, Y. (2021). Competing selling strategies in the housing market. The Journal of Real Estate Finance and Economics, 63, 394–413. https://doi.org/10.1007/s11146-020-09778-1
Cron, W. L., Alavi, S., & Habel, J. (2023). Adaptive selling in business-to-business markets: Contextual boundary of a selling strategy from retailing. Journal of Personal Selling and Sales Management, 43(2), 117–127. https://doi.org/10.1080/08853134.2022.2113092
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Diallo, M. F., & Seck, A. M. (2018). How store service quality affects attitude toward store brands in emerging countries: Effects of brand cues and the cultural context. Journal of Business Research, 86, 311–320. https://doi.org/10.1016/j.jbusres.2017.08.017
Fenton, A. G., Sands, S., Ferraro, C., Pallant, J. I., & Ghafoori, E. (2023). Preparing for retirement: The influence of message frame, message appeal and life stage. Journal of Social Marketing, 13(4), 572–592. https://doi.org/10.1108/JSOCM-04-2023-0081
Fuciu, M. (2019). The rise of Instagram–Evolution, statistics, advantages and disadvantages. Revista Economică, 71(4), 51-63.
García, J. J. L., Lizcano, D., Ramos, C. M. Q., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 1–16. https://doi.org/10.3390/fi11060130
Gönsch, J. (2020). How much to tell your customer?–A survey of three perspectives on selling strategies with incompletely specified products. European Journal of Operational Research, 280(3), 793–817. https://doi.org/10.1016/j.ejor.2019.02.008
Hair, J., Anderson, R., Black, B., Babin, B. (2016). Multivariate Data Analysis. London: Pearson Education.
Hongcharu, B. (2018). The influences of corporate’s message appeal and electronic word of mouth on consumer response. NIDA Business Journal, 22, 130-151.
Hua, Y., Bao, L., & Wu, X. (2021). The product-selling strategy under direct and indirect value identification. Journal of Cleaner Production, 279, 123591. https://doi.org/10.1016/j.jclepro.2020.123591
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y
Kemp, E., Briggs, E., & Anaza, N. A. (2020). The emotional side of organizational decision-making: Examining the influence of messaging in fostering positive outcomes for the brand. European Journal of Marketing, 54(7), 1609–1640. https://doi.org/10.1108/EJM-09-2018-0653
Khatwani, G., & Srivastava, P. R. (2018). Impact of information technology on information search channel selection for consumers. Journal of Organizational and End User Computing, 30(3), 63–80. https://doi.org/10.4018/JOEUC.2018070104
Kim, C., Jeon, H. G., & Lee, K. C. (2020). Discovering the role of emotional and rational appeals and hidden heterogeneity of consumers in advertising copies for sustainable marketing. Sustainability, 12(12), 5189. https://doi.org/10.3390/su12125189
Kulikovskaja, V., Hubert, M., Grunert, K. G., & Zhao, H. (2023). Driving marketing outcomes through social media-based customer engagement. Journal of Retailing and Consumer Services, 74, 103445. https://doi.org/10.1016/j.jretconser.2023.103445
Kwak, H., Anderson, R. E., Leigh, T. W., & Bonifield, S. D. (2019). Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction. Journal of Business Research, 94, 42–55. https://doi.org/10.1016/j.jbusres.2018.09.015
Lee, W.-H. (2018). The effects of the regulatory fit between product name and product appealing on advertisement attraction and persuasion. Xing Xiao Ping Lun, 231–258.
Lidiawaty, B. R., Irawan, M. I., & Ginardi, R. V. H. (2020). Image pattern verification based on seller’s Batik Solo product name using SURF as a texture based image retrieval. In International Electronics Symposium (IES), Surabaya, Indonesia, 2020 (pp. 674-679). https://doi.org/10.1109/IES50839.2020.9231950
Lindauer, M., Mayorga, M., Greene, J., Slovic, P., Västfjäll, D., & Singer, P. (2020). Comparing the effect of rational and emotional appeals on donation behavior. Judgment and Decision Making, 15(3), 413–420. https://doi.org/10.1017/S1930297500007208
Nouri, A., Haemmerli, J., Lavé, A., Vayssiere, P., Constanthin, P., Al-Awadhi, A., Zegarek, G., Janssen, I., Clusmann, H., Freyschlag, C. F., Goldberg, J., Czabanka, M., Stienen, M. N., Bijlenga, P., & Schaller, K. (2022). Current state of social media utilization in neurosurgery amongst European Association of Neurosurgical Societies (EANS) member countries. Acta Neurochirurgica, 164(1), 15–23. https://doi.org/10.1007/s00701-021-04939-4
Nurhayati-Wolff, H. (2023). Share of Instagram users in Indonesia as of September 2023, by age group. Retrieved from https://www.statista.com/statistics/1078350/share-of-instagram-users-by-age-indonesia/
Philp, M., Jacobson, J., & Pancer, E. (2022). Predicting social media engagement with computer vision: An examination of food marketing on Instagram. Journal of Business Research, 149, 736–747. https://doi.org/10.1016/j.jbusres.2022.05.078
Ramadhan, A., & Gunarto, M. (2021). Analysis of digital marketing strategies in the era of the COVID-19 pandemic in private higher education. In 11th Annual International Conference on Industrial Engineering and Operations Management, IEOM (pp. 5674–5684).
Read, W., Robertson, N., McQuilken, L., & Ferdous, A. S. (2019). Consumer engagement on Twitter: Perceptions of the brand matter. European Journal of Marketing, 53(9), 1905–1933. https://doi.org/10.1108/EJM-10-2017-0772
Robson, S., & Banerjee, S. (2022). Brand post popularity on Facebook, Twitter, Instagram, and LinkedIn: The case of start-ups. Online Information Review, 47(3), 486-504. https://doi.org/10.1108/OIR-06-2021-0295
Rungsrisawat, S., & Sirinapatpokin, S. (2019). Impact of brand equity on consumer purchase intent. Utopia y Praxis Latinoamericana, 24(6), 360–369.
Sarmento, R. P., & Costa, V. (2019). Confirmatory factor analysis - A case study. https://doi.org/10.48550/arXiv.1905.05598
Schober, P., & Schwarte, L. A. (2018). Correlation coefficients: Appropriate use and interpretation. Anesthesia and Analgesia, 126(5), 1763–1768. https://doi.org/10.1213/ANE.0000000000002864
Shukla, S. S. (2020). Non-Probability Sampling Method. https://doi.org/10.32388/da28v2
Stewart, K., & Perren, R. (2024). Social media snap judgments: The effect of social media-based brand cues on purchase intention. Journal of Marketing Theory and Practice, 32(3), 311-329. https://doi.org/10.1080/10696679.2023.2191329
Swani, K., Milne, G. R., & Miller, E. G. (2021). Social media services branding: The use of corporate brand names. Journal of Business Research, 125, 785–797. https://doi.org/10.1016/j.jbusres.2019.04.033
Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer branding: A brand equity-based literature review and research agenda. International Journal of Management Reviews, 20(1), 155–179. https://doi.org/10.1111/ijmr.12121
Vahdati, Y., & Voss, K. E. (2019). Brand identification, cause-brand alliances and perceived cause controversy. Journal of Product and Brand Management, 28(7), 880–892. https://doi.org/10.1108/JPBM-01-2018-1729
van Berlo, Z. M. C., van Reijmersdal, E. A., & Eisend, M. (2021). The gamification of branded content: A meta-analysis of advergame effects. Journal of Advertising, 50(2), 179–196. https://doi.org/10.1080/00913367.2020.1858462
Wahid, R. M., & Gunarto, M. (2022). Factors driving social media engagement on Instagram: Evidence from an emerging market. Journal of Global Marketing, 35(2), 169–191. https://doi.org/10.1080/08911762.2021.1956665
Wu, H., Li, G., Zheng, H., & Zhang, X. (2022). Contingent channel strategies for combating brand spillover in a co-opetitive supply chain. Transportation Research Part E: Logistics and Transportation Review, 164, 102830. https://doi.org/10.1016/j.tre.2022.102830
Xiang, D., Zhang, L., Tao, Q., Wang, Y., & Ma, S. (2019). Informational or emotional appeals in crowdfunding message strategy: An empirical investigation of backers’ support decisions. Journal of the Academy of Marketing Science, 47(6), 1046–1063. https://doi.org/10.1007/s11747-019-00638-w
Zhu, H., Kim, M., & Choi, Y. K. (2022). Social media advertising endorsement: The role of endorser type, message appeal and brand familiarity. International Journal of Advertising, 41(5), 948–969. https://doi.org/10.1080/02650487.2021.1966963.