Proposed Social-Media Marketing Strategy to Improve Customer Engagement on Instagram (Case Study: The Hidden Heaven)

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Carousel post formats significantly improve customer engagement in the B2C specialty coffee market.
The study involved qualitative interviews with management and quantitative surveys from 354 Instagram users aged 18–35.
Data analysis was conducted using SEM-PLS to assess the impact of social media influencers and user-generated content.
Findings emphasize the importance of a targeted social media strategy for coffee roasteries transitioning to B2C.

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Case study reveals that carousel post formats boost customer engagement in B2C specialty coffee market.

Nur et al. (2025) studied this question.

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