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Virtual ethnography of electronic word of mouth as a marketing enhancement

ETNOSIA : Jurnal Etnografi Indonesia · Vol. 7 No. 1 (2022) · hlm. 51–66

DOI
10.31947/etnosia.v7i1.21060
ISSN
2548-9747, 2527-9319
Terbit
2022-06-22
Penerbit
Department of Anthropology, Faculty of Social and Political Sciences, Hasanuddin University.
Bahasa
en
Lisensi
creativecommons.org/licenses/by-nc/4.0

Abstrak

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.

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  • University of Pembangunan Nasional Veteran Jawa Timur
  • Universitas Airlangga
  • Waseda University
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  • Organisasi sama
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Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Dwi WahyuningtyasUniversity of Pembangunan Nasional Veteran Jawa Timur2
Roziana FebrianitaUniversity of Pembangunan Nasional Veteran Jawa Timur2
Rachmah IdaUniversitas Airlangga1
Mustain MustainUniversitas Airlangga1
Adiasri Putri PurbantinaWaseda University1
Vina NahdiyahUniversity of Pembangunan Nasional Veteran Jawa Timur1
Ucik Uswatun KhasanahUniversity of Pembangunan Nasional Veteran Jawa Timur1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/etnosia/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Virtual ethnography of electronic word of mouth as a marketing enhancement</dc:title>
	<dc:creator xml:lang="en">Rochmana, Sunnah Dwi </dc:creator>
	<dc:creator xml:lang="en"> Winarti, Oktifani</dc:creator>
	<dc:creator xml:lang="en"> Kusuma, Ade</dc:creator>
	<dc:creator xml:lang="en"> Nurhaqiqi, Hanna</dc:creator>
	<dc:creator xml:lang="en">Achmad, Zainal Abidin</dc:creator>
	<dc:creator xml:lang="en">Bergerat, Valentin Ceretto</dc:creator>
	<dc:subject xml:lang="en">Virtual Ethnography</dc:subject>
	<dc:subject xml:lang="en">Digital Marketing</dc:subject>
	<dc:subject xml:lang="en">Coffee Culture</dc:subject>
	<dc:subject xml:lang="en">Social-Media</dc:subject>
	<dc:subject xml:lang="en">Ethnography Communication</dc:subject>
	<dc:description xml:lang="en">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.</dc:description>
	<dc:publisher xml:lang="en">Department of Anthropology, Faculty of Social and Political Sciences, Hasanuddin University.</dc:publisher>
	<dc:date>2022-06-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/etnosia/article/view/21060</dc:identifier>
	<dc:identifier>10.31947/etnosia.v7i1.21060</dc:identifier>
	<dc:source xml:lang="en">ETNOSIA : Jurnal Etnografi Indonesia; Vol. 7 No. 1 (2022); 51 - 66</dc:source>
	<dc:source>2548-9747</dc:source>
	<dc:source>2527-9319</dc:source>
	<dc:source>10.31947/etnosia.v7i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/etnosia/article/view/21060/8303</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 ETNOSIA : Jurnal Etnografi Indonesia</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by-nc/4.0</dc:rights>
</oai_dc:dc>