Starbucks’ Social Media Strategy: Success, Engagement, and Future Recommendations

Kaijie Xu ()
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Kaijie Xu: University of Sydney

A chapter in Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023), 2023, pp 118-125 from Springer

Abstract: Abstract Starbucks effectively utilizes social media platforms like YouTube and Instagram for digital marketing. This study delves into Starbucks’ strategies on these platforms, highlighting their interactive content, user engagement, and successful campaigns like “Take out your garden.” The brand's approach fosters online interaction, driving both brand visibility and transactions. Recommendations include enhancing user-generated content, collaborating with key influencers, and exploring innovative marketing methods.

Keywords: Starbuck; Social media (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-298-9_12

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