Pemanfaatan e-WOM Sebagai Pemberi Rekomendasi Kuliner Di kalangan Milenial Terhadap Akun Instagram @Smrfoodies

Abstract

In the interests of marketing products and services, companies utilize word of mouth communication. As technology develops, word of mouth cannot only be done by meeting face to face. Communication with the use of this technology is often referred to as electronic word of mouth (e-WOM). This communication is done by utilizing social media, such as Instagram. Most who use this communication are millennial.The mechanism is that consumers share experiences with others about their consumption activities through these media. This relates to the diversity of culinary in Indonesia, the connection is that many culinary recommendations are known as food bloggers who use Instagram to share information about it. The recommended culinary shows with aesthetic value as a photo object and is given a review.In this study the authors wanted to find out the benefits of e-WOM for millennials through descriptive qualitative methods with source interviews. The conclusions that researchers get are that the use of social media by millennials has an important role in online marketing (e-WOM), especially food blogger. With so many followers that is instagram media certaintly helps it and encourage good interaction between a user and anothers.