The art of digital influence: leveraging SWOT analysis for VPC-based WOM at Street’s Fank’s
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Dec 30, 2025
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Abstract
Introduction: Digital transformation compels SMEs to translate physical authenticity into digital capital, yet inconsistencies often hinder this process. This study addresses the critical gap observed at Street's Fank's Coffee Shop, where strong, organic verbal Word-of-Mouth (WOM) fails to be leveraged effectively through Instagram Marketing. Objective: The research aims to analyze the disconnect between physical social capital and digital execution and proposes an integrated strategy to sustain digital WOM. Methods: Employing a qualitative descriptive approach, data were collected through triangulation: non-participant observation, in-depth interviews with key informants (Owner and Social Media Admin), and documentation in Samarinda Seberang. Data analysis followed open, axial, and selective coding procedures. Results: The study reveals a fundamental 'disconnect' where the shop's most valuable asset—abundant User Generated Content (UGC) derived from authentic physical experiences—is systematically neglected. This occurs because the management views content creation as a burden, leading to digital inconsistency despite the availability of organic customer endorsements. Conclusion: To overcome this, the study proposes "The Authenticity Loop" strategy based on SWOT and VPC analysis. This approach advocates a philosophical shift from "content creation" to "content curation," positioning the Admin as a "Curator of Authenticity" to validate customer
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How to Cite
Kasman, R. R., Gazali, I. A., Amani, A. N., & Sharfina, G. N. (2025). The art of digital influence: leveraging SWOT analysis for VPC-based WOM at Street’s Fank’s. Enrichment : Journal of Management, 15(5), 632-641. https://doi.org/10.35335/enrichment.v15i5.2428
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de Andrade-Matos, M. B., Richards, G., & de Lourdes de Azevedo Barbosa, M. (2022). Rethinking authenticity through complexity paradigm. Annals of Tourism Research, 92, 103348. https://doi.org/10.1016/j.annals.2021.103348
De Giovanni, P. (2022). Leveraging the circular economy with a closed-loop supply chain and a reverse omnichannel using blockchain technology and incentives. In International Journal of Operations and Production Management (Vol. 42, Issue 7). https://doi.org/10.1108/IJOPM-07-2021-0445
Filieri, R., Acikgoz, F., Li, C., & Alguezaui, S. (2023). Influencers’ “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology and Marketing, 40(2), 347–364. https://doi.org/10.1002/mar.21760
Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability (Switzerland), 15(2). https://doi.org/10.3390/su15021594
Isangula, K. G., Kelly, S., & Wamoyi, J. (2024). Manual Qualitative Data Coding Using MS Word for Students and Early Career Researchers in Resource-Constrained Settings. International Journal of Qualitative Methods , 23, 1–17. https://doi.org/10.1177/16094069241299223
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Jarrahi, M. H. (2025). Interviewing AI: Using qualitative methods to explore and capture machines’ characteristics and behaviors. Big Data and Society, 12(3), 1–15. https://doi.org/10.1177/20539517251381697
Lobschat, L., Mueller, B., Eggers, F., Brandimarte, L., Diefenbach, S., Kroschke, M., & Wirtz, J. (2021). Corporate digital responsibility. Journal of Business Research, 122(October 2019), 875–888. https://doi.org/10.1016/j.jbusres.2019.10.006
Maclean, M., Harvey, C., Golant, B. D., & Sillince, J. A. A. (2021). The role of innovation narratives in accomplishing organizational ambidexterity. Strategic Organization, 19(4), 693–721. https://doi.org/10.1177/1476127019897234
Miceli, A., Hagen, B., Riccardi, M. P., Sotti, F., & Settembre-Blundo, D. (2021). Thriving, not just surviving in changing times: How sustainability, agility and digitalization intertwine with organizational resilience. Sustainability (Switzerland), 13(4), 1–17. https://doi.org/10.3390/su13042052
Moran, G., Muzellec, L., & Johnson, D. (2020). Message content features and social media engagement: evidence from the media industry. Journal of Product and Brand Management, 29(5), 533–545. https://doi.org/10.1108/JPBM-09-2018-2014
Mustafa, C. (2021). Qualitative method used in researching the judiciary: Quality assurance steps to enhance the validity and reliability of the findings. Qualitative Report, 26(1), 176–185. https://doi.org/10.46743/2160-3715/2021.4319
Pahwa, M., Cavanagh, A., & Vanstone, M. (2023). Key Informants in Applied Qualitative Health Research. Qualitative Health Research, 33(14), 1251–1261. https://doi.org/10.1177/10497323231198796
Pratama, D. P., & Putra, P. O. H. (2024). Exploring Sustainable VR Use Cases for Startup Business Models: A Customized Customer Development Approach. Sustainability (Switzerland), 16(14). https://doi.org/10.3390/su16146254
Qureshi, M. S. M. S. (2020). The Effects of Electronic Word of Mouth on the consumer purchase decision in the apparel industry in Ireland. NORMA EResearch, August, 1–61.
Raj, A., Mukherjee, A. A., de Sousa Jabbour, A. B. L., & Srivastava, S. K. (2022). Supply chain management during and post-COVID-19 pandemic: Mitigation strategies and practical lessons learned. Journal of Business Research, 142(August 2020), 1125–1139. https://doi.org/10.1016/j.jbusres.2022.01.037
Sassanelli, C., & Terzi, S. (2022). Building the Value Proposition of a Digital Innovation Hub Network to Support Ecosystem Sustainability. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811159
Saura, J. R., Dwivedi, Y. K., & Palacios-Marqués, D. (2022). Editorial: Online User Behavior and User-Generated Content. Frontiers in Psychology, 13(April), 1–2. https://doi.org/10.3389/fpsyg.2022.895467
Surahman, Shee, H., Fitrian, Z., Adi, A. S., & Yudaruddin, R. (2023). The effect of digital transformation and innovation on SMEs’ performance in times of COVID-19. Problems and Perspectives in Management, 21(4), 84–100. https://doi.org/10.21511/ppm.21(4).2023.07
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105(December 2021), 294–310. https://doi.org/10.1016/j.indmarman.2022.06.006
Vitsentzatou, E., Tsoulfas, G. T., & Mihiotis, A. N. (2022). The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach. Sustainability (Switzerland), 14(22). https://doi.org/10.3390/su142215228