Creating eWOM in Social Media Platform during Covid-19 Pandemic

Mohd. Remie Mohd Johan; Md. Azalanshah Md. Syed; Hamedi Mohd. Adnan

Mohd. Remie Mohd Johan Faculty of Arts and Social Sciences, University of Malaya, Kuala Lumpur, Malaysia
Md. Azalanshah Md. Syed Faculty of Arts and Social Sciences, University of Malaya, Kuala Lumpur, Malaysia
Hamedi Mohd. Adnan Faculty of Arts and Social Sciences, University of Malaya, Kuala Lumpur, Malaysia

Keywords: eWOM, social media, SME, food truck, Covid-19

Abstract

The purpose of this study is to examine how Malaysian micro-SMEs, specifically food truck (FT) businesses, can digitally leverage positive electronic word-of-mouth (eWOM) for their products and services, as well as to generate significant customer value in order to compete in the local competitive market. During the Covid-19 pandemic, it is critical for Malaysian SME food truck (FT) operators to generate favourable eWOM via social media message content, more specifically through what is posted on their social media page. Thus, we evaluated many facets of eWOM message content on social media. The SME food and beverage service business was investigated using a qualitative technique utilizing semi-structured interviews. Additionally, interviews with independent FT founders and owners were done in Kuala Lumpur, Malaysia. This study discovered respondents' interest in generating eWOM through social media channels. Developing a good physical brand identity eWOM that is recognized by its clients via social media has become a critical activity for FT operators looking to digitally express their brand.