Analyzing Online Marketing for Contemporary Snacks Through Instagram using SIR Model

Nur Syazwani Atikah Mohd Hilmi; Noorzila  Sharif

doi:10.24191/jcrinn.v7i2.280

Analyzing Online Marketing for Contemporary Snacks Through Instagram using SIR Model

Authors

Nur Syazwani Atikah Mohd Hilmi Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, Perlis Branch, Arau Campus
Noorzila Sharif Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, Perlis Branch, Arau Campus

DOI:

https://doi.org/10.24191/jcrinn.v7i2.280

Keywords:

digital marketing, Instagram, SIR model

Abstract

During the implementation of the Movement Control Order (MCO), e-marketing became a favourable solution for sellers to interact with customers at home. Today, even though the MCO is no longer in existence, online shopping behaviours have become a new norm because of a long-term impact on the interactions between seller and buyer. Since the number of online marketing is growing, sellers must understand the concept of viral marketing that suits their products. This study analyses the virality of contemporary snack marketing on the Instagram platform using the Susceptible-Infected-Recovery (SIR) model. It is essential for sellers or marketers who want to see how users react to various types of posting. It also makes it easier for customers to get the information from the postings. The parameters used in this model are the number of followers, number of reached users, and number of homepage visits. Data are collected from 14 July 2021 until 11 October 2021 at an Instagram account that promotes a type of chocolate-in-jar snack. There are three types of posting that the admin of the Instagram account frequently uses to gain customer interaction, which are Feed, Reels, and Stories. The most viral posting from each type is observed. The results reveal among the viral posts, Reels recorded the highest virality Â posted on 11 September 2021 (Saturday).

Downloads

Download data is not yet available.

References

Al Muala, A. (2018). Influence of viral marketing dimensions on customer satisfaction in fast-food restaurants in Jordan. Journal of Management and Sustainability, 8(1), 149. https://doi.org/10.5539/jms.v8n1p149.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95. https://doi.org/10.1007/s11747-019-00695-1.

Bai, L., & Yan, X. (2020). Impact of Firm-Generated Content on Firm Performance and Consumer Engagement: Evidence from Social Media in China. Journal of Electronic Commerce Research, 21(1), 56-74.

Becker, B. (2018, 20 July). Modern eating and the new culture of snacking. International Nut and Dried Fruit. https://www.nutfruit.org/industry/publications/inc-magazine/articles/detail/modern-eating-and-the-new-culture-of-snacking.

Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103.

Chen, Y. S., & Lin, H. H. L. (2021). Effect of Social Media Marketing Strategies on Competitive Advantage Among the SMEs in China. Journal of Marketing and Communication, 4(1), 14-23. https://stratfordjournals.org/journals/index.php/journal-of-marketing/article/view/773.

Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2021). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119- 126.

Dunne, C. (2020). 15 Best B2B eCommerce Platforms in the World. Edesk. https://www.google.com/amp/s/blog.edesk.com/resources/b2b-ecommerce-platform/amp/

Francisco, E., Fardos, N., Bhatt, A., & Bizel, G. (2021). Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing. International Journal of Marketing Studies, 13(2), 20-35. https://www.researchgate.net/publication/351581159.

Hasan, M., & Sohail, S. M. (2020). The Influence of Social Media Marketing on Consumersâ€™ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. 1-2.

Huey, L. S. & Yazdanifard, R. (2014). How Instagram can be used as a tool in social network marketing. Center for Southern New Hampshire University ( SNHU ) September 2014(1), 1â€“7. https://www.academia.edu/attachments/34766366/download_file?st=MTYyNjM4MDAzNCwxNzUuMTM5LjE1Mi4yMjc%3D&s=swp-splash-paper-cover.

human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of

Jayasinghe, D. T. (2021). Social Media and Influencer Marketing Strategies: A conceptual Review on Contemporary Applications. GSJ, 9(3). https://www.researchgate.net/publication/350004633.

Kenton.W. (2021). Business-to-Consumer (B2C). Investopedia. https://www.investopedia.com/terms/b/btoc.asp.

Ki, C.-W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133.

Miller, R. & Lammas, N. (2010). Social media and its implications for marketing communications. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities, 11(1),1â€“9. https://doi.org/10.4018/978-1-4666-6595-8.ch011.

Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133.

Rodrigues, H. S. & Fonseca, M. J. (2016). Can information be spread as a virus? Viral marketing as an epidemiological model. Mathematical Methods in the Applied Sciences, 39(16), 4780-4786. https://doi.org/10.1002/mma.3783.

Rojas, S. (2020). The epidemiological SIR model on coronavirus COVID-19 pandemic data. ResearchGate, 1-20. https://www.researchgate.net/institution/Simon_Bolivar_University.

Storozhenko, O. (2019). How viral marketing can be implemented within Instagram advertising for small businesses? SOC ARXIV, 1-21. https://doi.org/10.31235/osf.io/6wb29.

Taillon , B. J., Mueller , S. M., Kowalczyk , C. M., & Jones , D. N. (2020). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product & Brand Management, 767.

Varma,M., Dhakane, N., and Pawar, A.,(2020). Evaluation of Impact of Instagram on Customer Preferences: The Significance of Online Marketing. International Journal of Scientific & Technology Research, 9(2), 548-554. https://www.researchgate.net/publication/339310919.