About this article
- Submitted: May 28, 2025
- Final Revised: Aug 29, 2025
- Accepted: Dec 05, 2025
- Published: Dec 30, 2025
- Abstract view: 16
- PDF Download: 1
- Volumes: Vol. 3 No. 2 (2025) Pages 65-72
- DOI: 10.63208/21014-128
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2025 Muhammad Arif Fadhilah, Hernowo Adrianto, Mahfudz (Author)
Cite this article
Abstract
This study aims to analyze the role of social media as a digital marketing tool in shaping and strengthening brand image in the food and beverage industry, with a case study on the brand "Hangry". The approach used is descriptive qualitative, through literature analysis and case studies related to digital branding strategies. The results of the study show that social media plays a significant role in expanding market reach, increasing brand visibility, and building emotional relationships between consumers and brands through creative content, personalized messages, and Electronic Word of Mouth (E-WOM). The implementation of digital marketing strategies by Hangry has successfully strengthened brand image through a combination of conventional and digital branding, creating a consistent and relevant customer experience across various platforms. Despite challenges such as global competition and brand identity consistency, strategic social media integration has proven to be able to increase customer loyalty and brand value in a competitive market.
References
Akbar Bahtiar, SE, MM, Mariani Alimuddin, SE, MM, Tatang Rois, SE, MS, Christianingrum, S. Pd., MM, Dr. Ita Nurcholifah, RSSE, MM, Stenly Salenussa, SE, MS, Berno Benigno Mitang, S. E., M. M., Dr. Errie Margery, SE, MS, & Dr. Ir. Pancanto Kuat Prabowo, MM (2024). Marketing Management. CV Rey Media Grafika.
Anshu, K., Gaur, L., and Singh, G. (2022). Impact of customer experience on attitude and repurchase intention in online grocery retailing: a moderating mechanism of value co-creation. J. Retail. Consume. Serv. 64:102798. doi: 10.1016/j.jretconser.2021.102798.
Bilgihan, A., Kandampully, J., and Zhang, T. (2016). Towards a unified customer experience in online shopping environments: antecedents and outcomes. Int. J. Qual. Serv. Sci. 8, 102–119. doi: 10.1108/IJQSS-07-2015-0054.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson.
Kotler, P. (2012). Marketing Management (14th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education, Inc.
N. Fatma, M. Alimuddin, Nursaifullah, Hardiyono, & Ifah Finatry Latiep. (2023). Marketing Management in the Industrial Era 4.0. PT. Nas Media Indonesia.
Paul, J. (2018). Toward a 'masstige' theory and strategy for marketing. Eur. J. Int. Manag. 12, 722–745. doi: 10.1504/EJIM.2018.094466.
Sasmita Rusnaini, Ariyanto M, Silvia Jessika, Widya Pratiwi, Eva Marlina, & Hamirul. (2024). The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption. Enigma in Economics, 2(1), 69-80. https://doi.org/10.61996/economy.v2i1.57.
Sivanesan, R. (2017). A study on problems faced by customers in online shopping with special reference to Kanyakumari District. Int. J. Res. Manag. Bus. Stud. 4, 22–25. Slack, N.J., and Singh, G. (2020). The effect of service quality on customer satisfaction and loyalty and the mediating role of customer satisfaction: supermarkets in Fiji. TQM J. 32, 543–558. doi: 10.1108/TQM-07-2019- 0187.