The brand leverages on hashtag marketing as most of their posts consist of a

The brand leverages on hashtag marketing as most of

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Instagram, their copy content is direct and does not initiative conversations. The brand leverages on hashtag marketing as most of their posts consist of a handful of hashtags, so that it could linked with products from different product line. Besides, the brand interacts with customers by responding to a greeting during festival periods. The brand also replies to the customers with a friendly and enthusiastic tone to establish a solid relationship with them; this makes the brand less of a brand and more of a human and creating a friendly brand image on Facebook. However, on Instagram, the brand hardly communicates with the audience as there aren’t many followers and the content posted does not instigate conversations, hence it was hard for the brand to get in touch or even engage with their Instagram followers. By breaking down to deeper sentiment analysis, as the most engaging posts are from the giveaway posts and also the festival greetings posts on Facebook, all of the sentiments are positive as customers expressed their interest in the giveaway by active participation and uncountable of “shares”. On Instagram, it is hard for the brand to build up a positive sentiments as the posting content were not so interesting and it does not make a either good or bad nor huge impression in the mind of consumers.
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  • Summer '19
  • Jolin Ting
  • Corporate social responsibility, Coffee preparation, Aik Cheong Coffee

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