Management of Electronic Word of Mouth Communication for Culinary Products on Instagram Yusuf H., Anne R., Aning S.
Universitas Islam Bandung
Abstract
Information on culinary products is currently easy to find on Instagram. Businessmen who are members of the Footy MSME community located in Bandung Regency in marketing culinary products do a marketing communication, namely e-WOM (Electronic word of mouth) on Instagram. Initially, term of ^word of mouth^ communication was conveyed by mouth to mouth, but now the communication is done through electronic media, one of which is Instagram. This study aims to analyze the ability of businesssmen in compiling e-WOM messages, the ability to overcome obstacles in managing e-WOM messages, and create relationships with consumers. This research method uses qualitative research methods with a case study approach. This study found that businessmen are able to compose e-WOM messages, overcome obstacles in managing e-WOM messages, and build relationships with consumers, so that consumers closely engange to the products being sold.
Keywords: MSME businessman, electronic word of mouth, Instagram product
