Electronic Word of Mouth as Business Anticipation During the Pandemic Covid-19

DOI

10.2991/assehr.k.210430.017How to use a DOI?

Keywords

electronic, business, word of mouth, anticipation, covid-19

Abstract

This study discusses one of the culinary business, especially beverages that are popular is Thai Tea. Competition in type of beverage business is very tight plus a brand that comes up because of the opportunity that exist. This study aims to determine the implication of e-WoM that occurs in social media Instagram on the formation for positive image of Thai Tea. The research method used is qualitative through data collection techniques such as in-depth interviews and observation, using Interactive Model. The results showed that communication activities electronic word of mouth through social media is very strong by using the features provided by Instagram and the buyer’s experience is satisfactory, especially in covid-19 pandemic era.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Novi Andayani Praptiningsih
AU  - Dede Hasanudin
AU  - Heni Ani Nuraeni
PY  - 2021
DA  - 2021/05/03
TI  - Electronic Word of Mouth as Business Anticipation During the Pandemic Covid-19
BT  - Proceedings of the 1st Annual International Conference on Natural and Social Science Education (ICNSSE 2020)
PB  - Atlantis Press
SP  - 116
EP  - 120
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210430.017
DO  - 10.2991/assehr.k.210430.017
ID  - Praptiningsih2021
ER  -