Authors retain the copyright without restrictions for their published content in this journal. HSSR is a SHERPA ROMEO Green Journal.
Publishing License
This is an open-access article distributed under the terms of
CONSUMER JOURNEY OF CULINARY PRODUCTS THROUGH SOCIAL MEDIA IN INDONESIA
Corresponding Author(s) : Nindyta Aisyah Dwityas
Humanities & Social Sciences Reviews,
Vol. 8 No. 1 (2020): January
Abstract
Purpose of the study: This research was conducted with the aim of finding the pattern or model of the consumer journey, particularly the consumer decision-making processes for culinary products among the JKTFoodbang community on Instagram.
Methodology: The method used in this research is a qualitative method in which this research emphasizes the meaning and process rather than the results of an activity.
Main Findings: Social media is able to facilitate all stages in the consumer journey, particularly in the consumption process of culinary products.
Applications of this study: This research will contribute to the knowledge of the concept in Indonesia and technology. The results of this study can be beneficial for marketers, society and stakeholders. Which is Social media is able to facilitate all.
Novelty/Originality of this study: The diversity of information sources and content on social media provides more strength for consumers, particularly Millennials to make the consumption decisions of culinary products. Despite it has great potential, social media cannot stand alone in the context of facilitating all stages in the consumer journey, particularly for consumers of culinary products.
Keywords
Download Citation
Endnote/Zotero/Mendeley (RIS)BibTeX
- Bakirtas, T., & Akpolat, A. G. (2018). The relationship between energy consumption, urbanization, and economic growth in new emerging-market countries. Energy, 147, 110–121. https://doi.org/10.1016/j.energy.2018.01.011 DOI: https://doi.org/10.1016/j.energy.2018.01.011
- Bell, D., Hollows, J., & Jones, S. (2017). Campaigning culinary documentaries and the responsibilization of food crises. Geoforum, 84, 179–187. https://doi.org/10.1016/j.geoforum.2015.03.014 DOI: https://doi.org/10.1016/j.geoforum.2015.03.014
- Briandana, R., & Dwityas, N. A. (2019). Media Literacy: An Analysis of Social Media Usage among Millennials. International Journal of English Literature and Social Science, 4(2), 488–496. https://doi.org/10.22161/ijels.4.2.44 DOI: https://doi.org/10.22161/ijels.4.2.44
- Chewning, L. V, Lai, C.-H., & Doerfel, M. L. (2013). Organizational resilience and using information and communication technologies to rebuild communication structures. Management Communication Quarterly, 27(2), 237–263. https://doi.org/10.1177/0893318912465815 DOI: https://doi.org/10.1177/0893318912465815
- Dwityas, N. A., & Briandana, R. (2017). Social media in the travel decision-making process. International Journal of Humanities and Social Sciences, 7(7), 291–292.
- Ellison, N. B., Gibbs, J. L., & Weber, M. S. (2015). The use of enterprise social network sites for knowledge sharing in distributed organizations: The role of organizational affordances. American Behavioral Scientist, 59(1), 103–123. https://doi.org/10.1177/0002764214540510 DOI: https://doi.org/10.1177/0002764214540510
- Ertimur, B., & Coskuner-Balli, G. (2015). Navigating the institutional logic of markets: Implications for strategic brand management. Journal of Marketing, 79(2), 40–61. https://doi.org/10.1509/jm.13.0218 DOI: https://doi.org/10.1509/jm.13.0218
- Ghosh, D., Shah, J., & Swami, S. (2018). Product greening and pricing strategies of firms under green-sensitive consumer demand and environmental regulations. Annals of Operations Research, 1–30. https://doi.org/10.1007/s10479-018-2903-2 DOI: https://doi.org/10.1007/s10479-018-2903-2
- Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609. https://doi.org/10.1016/j.tourman.2016.09.015 DOI: https://doi.org/10.1016/j.tourman.2016.09.015
- Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002 DOI: https://doi.org/10.1016/j.intmar.2013.12.002
- Horng, J.-S., Liu, C.-H., Chou, H.-Y., & Tsai, C.-Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815–824. https://doi.org/10.1016/j.tourman.2011.09.004 DOI: https://doi.org/10.1016/j.tourman.2011.09.004
- Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What we Instagram: The first analysis of Instagram photo content and user types. Eighth International AAAI Conference on Weblogs and Social Media.
- Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1–2), 156–160. https://doi.org/10.1080/10548408.2013.751276 DOI: https://doi.org/10.1080/10548408.2013.751276
- Jankowski, N. W., & Jensen, K. B. (2002). A handbook of qualitative methodologies for mass communication research. London: Routledge. https://doi.org/10.4324/9780203409800 DOI: https://doi.org/10.4324/9780203409800
- Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169–185. https://doi.org/10.1016/j.ijinfomgt.2017.12.001 DOI: https://doi.org/10.1016/j.ijinfomgt.2017.12.001
- Kartajaya, H. (2007). Hermawan kartajaya on marketing mix. Mizan Pustaka.
- Kim, H.-S. (2017). A semantic network analysis of big data regarding food exhibition at the convention center. Culinary Science and Hospitality Research, 23(3), 257–270. https://doi.org/10.20878/cshr.2017.23.3.024024024 DOI: https://doi.org/10.20878/cshr.2017.23.3.024024024
- Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
- Lindlof, T. R., & Taylor, B. C. (2011). Sensemaking: qualitative data analysis and interpretation. Qualitative Communication Research Methods, 3, 241–281.
- Mason, M. C., & Paggiaro, A. (2012). Investigating the role of festivals cape in culinary tourism: The case of food and wine events. Tourism Management, 33(6), 1329–1336. https://doi.org/10.1016/j.tourman.2011.12.016 DOI: https://doi.org/10.1016/j.tourman.2011.12.016
- Mehra, T., Agarwal, I., & Swami, S. (2018). Ephemeral Marketing: Conceptualization and Measurement of its Effectiveness in the Restaurant Industry. Asian Journal of Management, 9(1), 87–91. https://doi.org/10.5958/2321-5763.2018.00013.6 DOI: https://doi.org/10.5958/2321-5763.2018.00013.6
- Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation. John Wiley & Sons.
- Rekarti, E., & Doktoralina, C. M. (2017). Improving Business Performance: A Proposed Model for SMEs. European Research Studies Journal, 20(3), 613–623. https://doi.org/10.35808/ersj/732 DOI: https://doi.org/10.35808/ersj/732
- Ruiz-Molina, M.-E., Gil-Saura, I., & Berenguer-ContrÃ, G. (2014). Information and communication technology as a differentiation tool in restaurants. Journal of Foodservice Business Research, 17(5), 410–428. https://doi.org/10.1080/15378020.2014.967639 DOI: https://doi.org/10.1080/15378020.2014.967639
- Traud, A. L., Kelsic, E. D., Mucha, P. J., & Porter, M. A. (2011). Comparing community structure to characteristics in online collegiate social networks. SIAM Review, 53(3), 526–543. https://doi.org/10.1137/080734315 DOI: https://doi.org/10.1137/080734315
- Traver, C. G., & Laudon, K. C. (2008). E-commerce: business, technology, society. Pearson Prentice Hall/Pearson Education.
- Vaishnavi, V. K., & Kuechler, W. (2015). Design science research methods and patterns: innovating information and communication technology. Crc Press. https://doi.org/10.1201/b18448 DOI: https://doi.org/10.1201/b18448
- Van Bommel, E., Edelman, D., & Ungerman, K. (2014). Digitizing the consumer decision journey. McKinsey Quarterly, (June).
- Vázquez, S., Muñoz-GarcÃa, Ó., Campanella, I., Poch, M., Fisas, B., Bel, N., & Andreu, G. (2014). A classification of user-generated content into consumer decision journey stages. Neural Networks, 58, 68–81. https://doi.org/10.1016/j.neunet.2014.05.026 DOI: https://doi.org/10.1016/j.neunet.2014.05.026
- Zaphiris, P., & Ang, C. S. (2009). Social computing and virtual communities. CRC Press. https://doi.org/10.1201/9781420090437 DOI: https://doi.org/10.1201/9781420090437
References
Bakirtas, T., & Akpolat, A. G. (2018). The relationship between energy consumption, urbanization, and economic growth in new emerging-market countries. Energy, 147, 110–121. https://doi.org/10.1016/j.energy.2018.01.011 DOI: https://doi.org/10.1016/j.energy.2018.01.011
Bell, D., Hollows, J., & Jones, S. (2017). Campaigning culinary documentaries and the responsibilization of food crises. Geoforum, 84, 179–187. https://doi.org/10.1016/j.geoforum.2015.03.014 DOI: https://doi.org/10.1016/j.geoforum.2015.03.014
Briandana, R., & Dwityas, N. A. (2019). Media Literacy: An Analysis of Social Media Usage among Millennials. International Journal of English Literature and Social Science, 4(2), 488–496. https://doi.org/10.22161/ijels.4.2.44 DOI: https://doi.org/10.22161/ijels.4.2.44
Chewning, L. V, Lai, C.-H., & Doerfel, M. L. (2013). Organizational resilience and using information and communication technologies to rebuild communication structures. Management Communication Quarterly, 27(2), 237–263. https://doi.org/10.1177/0893318912465815 DOI: https://doi.org/10.1177/0893318912465815
Dwityas, N. A., & Briandana, R. (2017). Social media in the travel decision-making process. International Journal of Humanities and Social Sciences, 7(7), 291–292.
Ellison, N. B., Gibbs, J. L., & Weber, M. S. (2015). The use of enterprise social network sites for knowledge sharing in distributed organizations: The role of organizational affordances. American Behavioral Scientist, 59(1), 103–123. https://doi.org/10.1177/0002764214540510 DOI: https://doi.org/10.1177/0002764214540510
Ertimur, B., & Coskuner-Balli, G. (2015). Navigating the institutional logic of markets: Implications for strategic brand management. Journal of Marketing, 79(2), 40–61. https://doi.org/10.1509/jm.13.0218 DOI: https://doi.org/10.1509/jm.13.0218
Ghosh, D., Shah, J., & Swami, S. (2018). Product greening and pricing strategies of firms under green-sensitive consumer demand and environmental regulations. Annals of Operations Research, 1–30. https://doi.org/10.1007/s10479-018-2903-2 DOI: https://doi.org/10.1007/s10479-018-2903-2
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609. https://doi.org/10.1016/j.tourman.2016.09.015 DOI: https://doi.org/10.1016/j.tourman.2016.09.015
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002 DOI: https://doi.org/10.1016/j.intmar.2013.12.002
Horng, J.-S., Liu, C.-H., Chou, H.-Y., & Tsai, C.-Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815–824. https://doi.org/10.1016/j.tourman.2011.09.004 DOI: https://doi.org/10.1016/j.tourman.2011.09.004
Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What we Instagram: The first analysis of Instagram photo content and user types. Eighth International AAAI Conference on Weblogs and Social Media.
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1–2), 156–160. https://doi.org/10.1080/10548408.2013.751276 DOI: https://doi.org/10.1080/10548408.2013.751276
Jankowski, N. W., & Jensen, K. B. (2002). A handbook of qualitative methodologies for mass communication research. London: Routledge. https://doi.org/10.4324/9780203409800 DOI: https://doi.org/10.4324/9780203409800
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169–185. https://doi.org/10.1016/j.ijinfomgt.2017.12.001 DOI: https://doi.org/10.1016/j.ijinfomgt.2017.12.001
Kartajaya, H. (2007). Hermawan kartajaya on marketing mix. Mizan Pustaka.
Kim, H.-S. (2017). A semantic network analysis of big data regarding food exhibition at the convention center. Culinary Science and Hospitality Research, 23(3), 257–270. https://doi.org/10.20878/cshr.2017.23.3.024024024 DOI: https://doi.org/10.20878/cshr.2017.23.3.024024024
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
Lindlof, T. R., & Taylor, B. C. (2011). Sensemaking: qualitative data analysis and interpretation. Qualitative Communication Research Methods, 3, 241–281.
Mason, M. C., & Paggiaro, A. (2012). Investigating the role of festivals cape in culinary tourism: The case of food and wine events. Tourism Management, 33(6), 1329–1336. https://doi.org/10.1016/j.tourman.2011.12.016 DOI: https://doi.org/10.1016/j.tourman.2011.12.016
Mehra, T., Agarwal, I., & Swami, S. (2018). Ephemeral Marketing: Conceptualization and Measurement of its Effectiveness in the Restaurant Industry. Asian Journal of Management, 9(1), 87–91. https://doi.org/10.5958/2321-5763.2018.00013.6 DOI: https://doi.org/10.5958/2321-5763.2018.00013.6
Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation. John Wiley & Sons.
Rekarti, E., & Doktoralina, C. M. (2017). Improving Business Performance: A Proposed Model for SMEs. European Research Studies Journal, 20(3), 613–623. https://doi.org/10.35808/ersj/732 DOI: https://doi.org/10.35808/ersj/732
Ruiz-Molina, M.-E., Gil-Saura, I., & Berenguer-ContrÃ, G. (2014). Information and communication technology as a differentiation tool in restaurants. Journal of Foodservice Business Research, 17(5), 410–428. https://doi.org/10.1080/15378020.2014.967639 DOI: https://doi.org/10.1080/15378020.2014.967639
Traud, A. L., Kelsic, E. D., Mucha, P. J., & Porter, M. A. (2011). Comparing community structure to characteristics in online collegiate social networks. SIAM Review, 53(3), 526–543. https://doi.org/10.1137/080734315 DOI: https://doi.org/10.1137/080734315
Traver, C. G., & Laudon, K. C. (2008). E-commerce: business, technology, society. Pearson Prentice Hall/Pearson Education.
Vaishnavi, V. K., & Kuechler, W. (2015). Design science research methods and patterns: innovating information and communication technology. Crc Press. https://doi.org/10.1201/b18448 DOI: https://doi.org/10.1201/b18448
Van Bommel, E., Edelman, D., & Ungerman, K. (2014). Digitizing the consumer decision journey. McKinsey Quarterly, (June).
Vázquez, S., Muñoz-GarcÃa, Ó., Campanella, I., Poch, M., Fisas, B., Bel, N., & Andreu, G. (2014). A classification of user-generated content into consumer decision journey stages. Neural Networks, 58, 68–81. https://doi.org/10.1016/j.neunet.2014.05.026 DOI: https://doi.org/10.1016/j.neunet.2014.05.026
Zaphiris, P., & Ang, C. S. (2009). Social computing and virtual communities. CRC Press. https://doi.org/10.1201/9781420090437 DOI: https://doi.org/10.1201/9781420090437