Engaging Indonesian Consumer During Covid-19 Pandemic: An Emphaty-Based Marketing Communication for Fast Food Restaurant

DOI

10.2991/978-2-38476-016-9_11How to use a DOI?

Keywords

brand engagement; Covid-19 pandemic; empathy; Indonesian; Instagram; marketing communication; restaurant

Abstract

Covid-19 pandemic has changed the order of human life in various parts of the world, including in Indonesia. The crisis due to the Covid-19 pandemic does not only occur in the health sector, but also in the economic sector. Many brands and companies that both produce products and services must adapt in order to survive and sustain their business in the midst of a pandemic considering that consumers experience a decline in purchasing behaviour. Brands should be able to empathize and understand consumers, since they are in a difficult situation. Thus, empathy-based communication is important. Through its social media platforms, Instagram, Burger King Indonesia tried to establish engagement with their consumers with empathy-based marketing communication approach by carried out the Silent Sound campaign to provide job opportunities for deaf people. The response from Burger King’s followers on Instagram was interesting to be studied. Therefore, purposes of this research were to 1) Identify the response of Burger King’s Instagram followers on the Silent Sound campaign 2) Describe the engagement that exists between consumers and brand on the Silent Sound campaign. This study used a qualitative approach with virtual ethnographic methods. Data collection techniques based on text analysis on the posts of the Silent Sound campaign on Instagram @burgerking.id in December 2020 and January 2021. This study indicated that using empathy-based marketing communication messages, customers will engage with brands positively. Thus, this would be an advantage for the brand especially restaurants to maintain their relationship with customer during Covid-19 pandemic. The implication of this study strengthens previous research that empathy-based marketing is able to win the hearts of consumers.

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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TY  - CONF
AU  - Oktaviana Purnamasari
AU  - Amin Shabana
AU  - Tria Patrianti
AU  - Astriana Baiti Sinaga
AU  - Donny Kurniawan
PY  - 2023
DA  - 2023/04/18
TI  - Engaging Indonesian Consumer During Covid-19 Pandemic: An Emphaty-Based Marketing Communication for Fast Food Restaurant
BT  - Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
PB  - Atlantis Press
SP  - 107
EP  - 114
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-016-9_11
DO  - 10.2991/978-2-38476-016-9_11
ID  - Purnamasari2023
ER  -