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All Journal ETNOSIA : Jurnal Etnografi Indonesia
Valentin Ceretto Bergerat
Management of European Cooperation Projects, Institute of International Relations, Translations, and Interpretation, Strasbourg University, France.
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Virtual ethnography of electronic word of mouth as a marketing enhancement Sunnah Dwi Rochmana; Oktifani Winarti; Ade Kusuma; Hanna Nurhaqiqi; Zainal Abidin Achmad; Valentin Ceretto Bergerat
ETNOSIA : Jurnal Etnografi Indonesia Vol. 7 No. 1 (2022)
Publisher : Department Anthropology, Faculty of Social and Political Sciences Hasanuddin University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31947/etnosia.v7i1.21060

Abstract

Electronic Word of Mouth (e-WoM) is a form of promotion in the digital era by distributing and sharing visual content about a brand or product informally without commercial influence. This study aims to understand the enhancement of e-WoM as a promotional medium by the coffee blogger account @cafehitssurabaya. This study uses a qualitative research method with a virtual ethnographic approach. Researchers are participative and involved in e-WoM activities on @cafehitssurabaya. Data collection using virtual searches and online interviews via WhatsApp with eight informants, namely the owner of the @cafehitssurabaya account and seven active followers. The study results show that e-WoM helps disseminate visual content related to opinions, reviews, and recommendations for various coffee shops by @cafehitssurabaya so that it impacts promotions and encourages buying decisions for potential consumers. Furthermore, @cafehitssurabaya enhances e-WoM by interacting and discussing with followers as opinion seekers. This study concludes that the e-WoM process has become an effective promotional medium, forming a new culture of Instagram users to share their love for the tradition of drinking coffee and various coffees and delivering criticism and praise to different coffee shops.
Co-Authors Abd. Rasyid Syamsuri Ade Kusuma Oktifani Winarti Sunnah Dwi Rochmana Zainal Abidin Achmad