Social Media Marketing During and After the Covid 19 Pandemic: McDonald on Instagram Case
Abstract
COVID 19 pandemic causes decline on the performance of businesses including Indonesia’s food and beverage (F&B) sector. Culinary as part of F&B needs to find out the strong points of the social media marketing strategy and identify the lacks in it. This study aimed to gain deeper understanding on the difference of social media marketing actions implemented by restaurant business before, in the beginning and the second year of pandemic. The research conducted an empirical analysis of social media marketing actions (SMMA) with descriptive analysis. The study’s unit analysis was Mcdonald’s Indonesia marketing activities in Instagram. It was a longitudinal research, May 2019 (before pandemic), May 2020 (In the beginning of pandemic), and May 2021 (the second year of pandemic). Data analysis were using Phantombuster software and Monkeylearn word cloud generator. The results showed McD post content on Instagram, there was 45,2% growth of post content on the first year of pandemic (May 2020) and slightly decreased by 2,2% on Mary 2021. According to categories of SMMA representation, providing product promotion content was always the highest rank on Instagram post in three years. McDonald’s Indonesia’s Instagram demonstrated an increase in their engagement SMMA category: giveaway promotions and contests. The most frequently used words by McDonald’s Indonesia in their Instagram posts’ captions in May 2019 was “Yuk” (translation: Let’s) which appeared fifteen times, in May 2020 twenty times, but in May 2021 caption “drive thru” with eighteen times.
References
[2] Ananda, A. S., Hernández-García, Á., Acquila-Natale, E., & Lamberti, L. (2019). What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing and Logistics, 31(2), 398–418. https://doi.org/10.1108/APJML-03-2018-0115
[3] Delloite. (2020). Deloitte Indonesia Business and Industry Updates. https://www2.deloitte.com/id/en/pages/life-sciences-and-healthcare/articles/rising-to-covid-19-health-care-challenge-in-indonesia.html
[4] Kurniawan, Y., Kittynanda, L. D., Marwan, K. A., Wirawan, S. P., Anwar, N., & Johan, J. (2021). Analysis of digital marketing activities on instagram social media with coffee shop business objects in indonesia. Proceedings of 2021 International Conference on Information Management and Technology, ICIMTech 2021, August, 584–589. https://doi.org/10.1109/ICIMTech53080.2021.9534942
[5] Nahya Nurnafia, A., Chandra, G., Marion, S. N., & Sejati Ananda D, A. (2021). Instagram Marketing Activities Of A Fast Fashion Brand In Response To Covid-19 Pandemic. Turkish Journal of Computer and Mathematics Education, 12(10), 4357–4375.
[6] Nurhayati-Wolff, H. (2021). Number of social media users in Indonesia from 2017 to 2020 with forecasts until 2026. Statista. https://www.statista.com/statistics/247938/number-of-social-network-users-in-indonesia/
[7] Salam, M. T., Imtiaz, H., & Burhan, M. (2021). The perceptions of SME retailers towards the usage of social media marketing amid COVID-19 crisis. Journal of Entrepreneurship in Emerging Economies, 13(4), 588–605. https://doi.org/10.1108/JEEE-07-2020-0274
[8] Salleh, S. (2014). Instagram Marketing : A Content Analysis of Top Malaysian Restaurant Brands 2 Literature Review. Instagram Marketing: A Content Analysis of Top Malaysian Restaurant Brands.
[9] Simangunsong, E., & Handoko, R. (2020). The Role of Social Media in Indonesia for Business Transformation Strategy. International Research Journal of Business Studies, 13(1), 99–112. https://doi.org/10.21632/irjbs.13.1.99-11
[10] Statista. (2021). Number of social network users worldwide from 2017 to 2025.
[11] Wiantara, I. G. N. (2022). Survival Strategy Restaurant Business during the Covid-19 Pandemic. International Journal of Current Science Research and Review, 05(01). https://doi.org/10.47191/ijcsrr/v5-i1-02
