Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)

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Instagram (IG) as a Social Media Marketing in Sustaining Local Business During Covid-19 Pandemic: A Case of Bask Bear Coffee

Authors
Muthukumaran Kanasan1, *
1Tunku Abdul Rahman University College, Kuala Lumpur, Malaysia
*Corresponding author. Email: muthukumaran@tarc.edu.my
Corresponding Author
Muthukumaran Kanasan
Available Online 31 August 2023.
DOI
10.2991/978-2-38476-098-5_47How to use a DOI?
Keywords
Social Media Marketing; Instagram; Social Exchange Theory; Content Analysis; COVID- 19 pandemic
Abstract

This research paper aims to study on the use of social media marketing (Instagram) by local businesses during the COVID-19 pandemic. In the midst of pandemic, many local businesses were forced to cease operation in order to adapt to the uncertainty due to COVID-19 pandemic. Only some local businesses had used social media as a tool to engage and communicate with their consumer . Hitherto, there were quite a number of local businesses struggling to comprehend the operation of social media marketing. This case study is about Malaysia's first virtual coffee company, Bask Bear Coffee’s focusing on their Instagram accounts. Content analysis was employed and the data was collected from 18 March 2020 to 3 May 2020 to analyse how they utilize Instagram as an effective tool to engage, communicate and create their content during the lockdown period. Social Exchange Theory was applied as a parameter to comprehend the use of Instagram as a tool of communication in sustaining a business. Findings unfolded that Bask Bear Coffee used image/photos to engage with their consumers. To be precise, the product photos and contents posted in the Instagram were effectively and consistently utilised in order to sustain the business operation during the pandemic. The limitations and recommendations were also discussed for future studies.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 August 2023
ISBN
10.2991/978-2-38476-098-5_47
ISSN
2352-5398
DOI
10.2991/978-2-38476-098-5_47How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Muthukumaran Kanasan
PY  - 2023
DA  - 2023/08/31
TI  - Instagram (IG) as a Social Media Marketing in Sustaining Local Business During Covid-19 Pandemic: A Case of Bask Bear Coffee
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 545
EP  - 559
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_47
DO  - 10.2991/978-2-38476-098-5_47
ID  - Kanasan2023
ER  -