Zulkifli, Izyani and Khalid, Haliyana and Md Hanipah, Fadzleen and Wan Yahya, Wan Yusniza (2022) Using social media in new food ventures: the case of Madani & Co+. In: 1st FOODI International Conference (FIC 2022), 7th - 9th November 2022, Kuala Lumpur, Malaysia.
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Abstract
The Malaysian food and beverage industry is one of the major contributors to the national economy. The rapid development of the industry has led to many product innovations in the market. New ventures in the F&B industry often leverage social media platforms to promote their products and services. Studies in the past have captured mixed findings on the effectiveness of the social media platform as a promotional tool. While many have succeeded, there are also cases that did not achieve favourable results. When it comes to social media marketing, different products cater to different audiences, and therefore, require different tactics and strategies. Thus, this research allows for more exploration, especially for new ventures in the F&B industry.
| Item Type: | Proceeding Paper (Slide Presentation) |
|---|---|
| Additional Information: | 4674/120054 |
| Uncontrolled Keywords: | food and beverage, social media, new ventures, industry collaboration, soft serve ice cream |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): | Kulliyyah of Economics and Management Sciences > Department of Economics Kulliyyah of Economics and Management Sciences |
| Depositing User: | Dr Izyani Zulkifli |
| Date Deposited: | 06 Mar 2025 12:30 |
| Last Modified: | 06 Mar 2025 12:33 |
| URI: | http://irep.iium.edu.my/id/eprint/120054 |
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