Developing Customer Engagement Through Instagram Social Media on Local Coffee Shop
DOI:
https://doi.org/10.31334/bijak.v19i2.2539Keywords:
Bonding Based Attachment, Customer Engagement, Customer Participation, Instagram, Local Coffee Shop Brand,Abstract
Since COVID-19 has been declared as pandemic, many business sectors are affected, including food and beverage sector. As social distancing plays role in the current health protocol to prevent the mutation of Coronavirus, it is highly recommended for customers to buy food or drink in online mode rather than visiting the restaurants or coffee shops. Nevertheless, this online mode buying process would loose the emotional bond between the brand and the customers. Therefore, the marketing strategy through social media is believed as a way to maintain the emotional bond. The purpose of this research is to find out the precise model to increase the Kopi Kekinian’s customers’ participation on Instagram to strengthen the bond. The methods applied in this research is survey by distributing questionnaire for survey and by applying one-shot study data collection. The result was obtained from 155 respondents, during the data collection process from April to June 2021. The method to test the model is by applying Chi Square, ANOVA Test, and Logistic Regression. Moreover, the research result shows that the customer engagement affects the customer participation on local coffee shop brand’s Instagram social media, whereas the posting time, which plays role as the moderation that consists of weekdays and weekend, does not determine the connection between the customer engagement and the customer participation on the local coffee shop brand’s Instagram social media.
References
Aksoy, L., van Riel, A., Kandampully, J., Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van de Klundert, J., & Gurhan Canli, Z. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223–244. https://doi.org/10.1108/09564231311326978
Babin, B. J. (2017). author-supplied manuscript.
Bianchi, C., Drennan, J., & Proud, B. (n.d.). Antecedents of consumer brand loyalty in the Australian wine industry. November 2014, 37–41. https://doi.org/10.1080/09571264.2014.888650
Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Chan, K. W., Yim, C. K., & Lam, S. S. K. (2010). Is customer participation in value creation a double-edged sword? evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64. https://doi.org/10.1509/jmkg.74.3.48
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty. 65(April), 81–93.
Cheng, X., Fu, S., & de Vreede, G. J. (2017). Understanding trust influencing factors in social media communication: A qualitative study. International Journal of Information Management, 37(2), 25–35. https://doi.org/10.1016/j.ijinfomgt.2016.11.009
Chin, C. Y., Lu, H. P., & Wu, C. M. (2015). Facebook users’ motivation for clicking the “like†button. Social Behavior and Personality, 43(4), 579–592. https://doi.org/10.2224/sbp.2015.43.4.579
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). https://doi.org/10.2501/IJA-30-1-047-075
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Doney, M., & Cannon, J. P. (1997). Trust Examination of the Nature of in Buyer-Seller Relationship for assistance. Journal of Marketing, 61(2), 35–51.
Dyer, J. H., & Singh, H. (2011). Cooperative the Relational and Sources of Strategy Competitive Advantage. The Academy of Management Review, 23(4), 660–679. https://doi.org/10.5465/AMR.1998.1255632
Elise, C., Donthu, N., Macelroy, W. H., & Wydra, D. (2011). How to Foster and Sustain Engagement in Virtual Communities Constance. University of California Press, 53(4), 80–110. http://doi.wiley.com/10.1111/j.1835-9310.1982.tb01239.x
Fang, E., Palmatier, R. W., & Evans, K. R. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36(3), 322–336. https://doi.org/10.1007/s11747-007-0082-9
Gambetti, R. C., & Graffigna, G. (2010). The Concept Of Engagement A Systematic Analysis Of The Ongoing Marketing Debate Technologies For Patient Engagement View Project Health Professionals' Engagement in Promoting Patient Engagement View Project. Article in International Journal of Market Research, 52(6), 801–827. https://doi.org/10.2501/S1470785310201661
Golder, S. A., Wilkinson, D. M., & Hubennan, B. A. (2007). Rhythms of social interaction: Messaging within a massive online network. Proceedings of the 3rd Communities and Technologies Conference, C and T 2007, 41–66. https://doi.org/10.1007/978-1-84628-905-7_3
Gefen, D., Karahanna, E., Detmar, W. S. (2003). Trust and TAM in online shopping: an integrated model. Management Information Systems Research Center. Vol 27(1), 51-90.
Hellberg, M. (2015). Visual Brand Communication on Instagram. https://helda.helsinki.fi/bitstream/handle/10138/156026/hellberg.pdf?sequence=4
Hinson, R., Boateng, H., Renner, A., Paul, J., Kosiba, B., Hinson, R., & Renner, A. (2019). Antecedents and consequences of customer engagement on Facebook An attachment theory perspective. https://doi.org/10.1108/JRIM-04-2018-0059
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132
Hollebeek, L. D., & Chen, T. (2014). Exploring positively- versus negatively-valenced brand engagement: A conceptual model. Journal of Product and Brand Management, 23(1), 62–74. https://doi.org/10.1108/JPBM-06-2013-0332
Jaakonmäki, R., Müller, O., & vom Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. Proceedings of the 50th Hawaii International Conference on System Sciences (2017), 1152–1160. https://doi.org/10.24251/hicss.2017.136
Kamboj, S. (2019). Applying uses and gratifications theory to understand customer participation in social media brand communities: Perspective of media technology. Asia Pacific Journal of Marketing and Logistics, 32(1), 205–231. https://doi.org/10.1108/APJML-11-2017-0289
Kamboj, S., & Rahman, Z. (2017). Measuring customer social participation in online travel communities. Journal of Hospitality and Tourism Technology, 8(3), 432–464. https://doi.org/10.1108/jhtt-08-2016-0041
Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer-brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145–155. https://doi.org/10.1016/j.ijhm.2013.08.015
Kaur, W., Balakrishnan, V., Rana, O., & Sinniah, A. (2019). Liking, sharing, commenting and reacting on Facebook: User behaviors’ impact on sentiment intensity. Telematics and Informatics, 39, 25–36. https://doi.org/10.1016/j.tele.2018.12.005
Kosiba, J. P., Boateng, H., Okoe, A. F., & Hinson, R. (2018). Trust and customer engagement in the banking sector in Ghana. Service Industries Journal, 0(0), 1–14. https://doi.org/10.1080/02642069.2018.1520219
Kumar, S., Jacob, V. S., & Sriskandarajah, C. (2006). Scheduling advertisements on a web page to maximize revenue. European Journal of Operational Research, 173(3), 1067–1089. https://doi.org/10.1016/j.ejor.2005.07.005
Larson, A. (2013). Network Dyads in Entrepreneurial A Study of the Settings : of Governance Relationships Exchange. 37(1), 76–104.
Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5–6), 558–578. https://doi.org/10.1080/0267257X.2015.1131735
Lee, J. (2013). What makes people read an online review? the relative effects of posting time and helpfulness on review readership. Cyberpsychology, Behavior, and Social Networking, 16(7), 529–535. https://doi.org/10.1089/cyber.2012.0417
Liu, X. (2013). Full-Text Citation Analysis : A New Method to Enhance. Journal of the American Society for Information Science and Technology, 64(July), 1852–1863. https://doi.org/10.1002/asi
Malthouse, E. C., Calder, B. J., & Tamhane, A. (2007). The effects of media context experiences on advertising effectiveness. Journal of Advertising, 36(3), 7–18. https://doi.org/10.2753/JOA0091-3367360301
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). Model of Trust Theory. The Academy of Management Review, 20(3), 709–734.
Pagani, M., & Malacarne, G. (2017). Experiential Engagement and Active vs. Passive Behavior in Mobile Location-based Social Networks: The Moderating Role of Privacy. Journal of Interactive Marketing, 37, 133–148. https://doi.org/10.1016/j.intmar.2016.10.001
Park, S., & Chung, N. (2011). Computers in Human Behavior Mediating roles of self-presentation desire in online game community commitment and trust behavior of Massive Multiplayer Online Role-Playing Games. Computers in Human Behavior, 27(6), 2372–2379. https://doi.org/10.1016/j.chb.2011.07.016
Petzer, D. J., & van Tonder, E. (2019). Loyalty intentions and selected relationship quality constructs: The mediating effect of customer engagement. International Journal of Quality and Reliability Management, 36(4), 601–619. https://doi.org/10.1108/IJQRM-06-2018-0146
Phua, J., Jin, S. V., & Kim, J. (Jay). (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intentio. Telematics and Informatics, 34(1), 412–424. https://doi.org/10.1016/j.tele.2016.06.004
Pletikosa Cvijikj, I., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861. https://doi.org/10.1007/s13278-013-0098-8
Reis, H., Sprecher, S., & Fingerman, K. L. (2013). Weak Ties. Encyclopedia of Human Relationships, 78(6), 1360–1380. https://doi.org/10.4135/9781412958479.n556
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
Sakas, D. P., Dimitrios, N. K., & Kavoura, A. (2015). The Development of Facebook’s Competitive Advantage for Brand Awareness. Procedia Economics and Finance, 24(July), 589–597. https://doi.org/10.1016/s2212-5671(15)00642-5
Santer, S., Zong, Y., Knoll, W., & Rühe, J. (2005). On the formation of molecular terraces. Langmuir, 21(18), 8250–8254. https://doi.org/10.1021/la051212i
Schaufeli, W. B., MartÃnez, I. M., Pinto, A. M., Salanova, M., & Barker, A. B. (2002). Burnout and engagement in university students a cross-national study. Journal of Cross-Cultural Psychology, 33(5), 464–481. https://doi.org/10.1177/0022022102033005003
Schultz, C. D. (2017). Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages? Electronic Commerce Research and Applications, 26, 23–34. https://doi.org/10.1016/j.elerap.2017.09.005
Shan, Y., & King, K. W. (2015). The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers’ Brand-Related eWOM Referral Intentions. Journal of Interactive Advertising, 15(1), 16–27. https://doi.org/10.1080/15252019.2015.1016636
Shang, R. A., Chen, Y. C., & Liao, H. J. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4), 398–418. https://doi.org/10.1108/10662240610690025
Solem, B. A. A., & Pedersen, P. E. (2016). The role of customer brand engagement in social media: Conceptualisation, measurement, antecedents and outcomes. International Journal of Internet Marketing and Advertising, 10(4), 223–254. https://doi.org/10.1504/IJIMA.2016.081344
Stone, R. N., & Grønhaug, K. (1993). European Journal of Marketing Article information. European Journal of Marketing, 27(3), 39–50. https://doi.org/10.1108/03090569310026637
Su, N., Reynolds, D., & Sun, B. (2015). How to make your Facebook posts attractive: A case study of a leading budget hotel brand fan page. International Journal of Contemporary Hospitality Management, 27(8), 1772–1790. https://doi.org/10.1108/IJCHM-06-2014-0302
Swani, K., & Milne, G. R. (2017). Evaluating Facebook brand content popularity for service versus goods o ff erings ☆. Journal of Business Research, 79(September 2016), 123–133. https://doi.org/10.1016/j.jbusres.2017.06.003
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Wang, E. S., & Chen, L. S. (2012). Computers in Human Behavior Forming relationship commitments to online communities : The role of social motivations. Computers in Human Behavior, 28(2), 570–575. https://doi.org/10.1016/j.chb.2011.11.002
Downloads
Published
Issue
Section
License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
Please find the rights and licenses in Majalah Ilmiah Bijak By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
- License
The commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-ShareAlike 4.0 International License.
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
Majalah Ilmiah Bijak spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Majalah Ilmiah Bijak permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Majalah Ilmiah Bijak on distributing works in the journal and other media of publications.
4. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Jurnal Bijak will not be held liable for anything that may arise due to the author(s) internal dispute. Majalah Ilmiah Bijak will only communicate with the corresponding author.
5. Miscellaneous
Majalah Ilmiah Bijak will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Jurnal Bijak editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement"prior to the article publication.