The Role of Instagram in Specialty Coffee Marketing during the Pandemic in the United Arab Emirates

Istanbul is well-known for its history, culture, and cuisine, particularly in the food and beverage industry. The expansion of Istanbul's gastronomy industry has created opportunities for small and medium-sized enterprises (SMEs) to contribute to the local economy by developing and promoting local cuisine. Sustainable development in the creative economy sector, particularly in the food and beverage industry, can create a one-stop gastronomy value chain, with stakeholders working together to reinforce each other's ideas and promote long-term growth. Similarly, the development of coffee in Istanbul has increased in recent years, making it a destination for specialty coffee in Asia and Europe. The unique characteristics of Istanbul make the local SME economy dynamic in its rotation, creating the possibility of long-term growth. This study used qualitative research methods such as observations, interviews, and document analysis to present perceptions and events in a realistic and integrated manner. The study focused on the third batch of coffee roasteries in Istanbul, and data was gathered through interviews with four coffee professionals from Istanbul's leading specialty coffee roasters. The data were descriptively analysed to identify the perspectives of people directly involved with professional coffee, namely four coffee roasters, who are the primary source of information and directly related to Istanbul's coffee value chain cycle. Coffee tourism can help the local coffee economy. Promoting fair trade practices, responsible coffee production, gender equality, decent work opportunities, and responsible consumption and production in Istanbul's coffee value chain can help achieve the United Nations' Sustainable Development Goals (SDGs). Istanbul's creative economy sector is thriving and has the potential to contribute to the local economy for many years to come. Istanbul's gastronomy and coffee industries can continue to grow and offer unique experiences to locals and tourists by promoting sustainability and working together as stakeholders.

Section: Fourth Wave Of Specialty Coffee; Challenges and Opportunitiesmentioning

confidence: 99%

Section: Integrated Marketing Communication (Imc) In Impacting Istanb...mentioning

confidence: 99%

Improving the Fourth Wave of Coffee in Sustaining the Coffee Value Chain as Economic Growth in Istanbul

Maspul

2023

“…B2B trading is facilitated by platforms such as Algrano, Almacena Platform, and MyTrabocca, while B2C e-commerce is facilitated by platforms such as Shipsbeans and CoffeeDesk. To extend market presence, communicate with buyers, and adapt to customer demands, coffee enterprises must maintain a presence across sales channels and leverage digital platforms (Mamakou & Roumeliotou, 2021;Maspul, 2020).…”

Section: Leveraging Digital Innovation For Sustainable Growth and Com...mentioning

confidence: 99%

Digital Innovation in the Specialty Coffee Market: Revolutionizing Business and Competitive Advantage

Maspul

2023

Digital innovation has transformed the specialty coffee sector, altering business models and presenting industry participants with a competitive advantage. This abstract investigates the transformative effect of digital innovation in the specialty coffee sector, looking at how it affects business practices and market dynamics. This study illustrates how digital innovation has transformed customer experiences, enhanced operational efficiency, and supported sustainability practices through a detailed review of case studies and industry data. The findings emphasize major technologies that are driving this transition, such as remote sensing, blockchain, and data analytics, as well as successful methods employed by coffee-producing and consuming countries. The specialty coffee business can unleash new development prospects, build worldwide relationships, and stay ahead in a fast-developing market by adopting digital innovation It is a resource for industry professionals who want to employ digital innovation to gain a competitive advantage and generate long-term business growth in the specialty coffee market.

“…Understanding whether the product will have risk will also help understand how to mitigate risk. Nevertheless, with the help of characteristics in building brand ideas and strategies, it is expected to be able to come up with progressive ideas that can make the coffee value chain in the Eastern Province not unique but also in benchmarking local products that can become a sales magnet globally through e-commerce and social media assistance (Maspul, 2021a).…”

Section: Riskymentioning

confidence: 99%

Improving the Creative Process Strategy of the Specialty Coffee in Eastern Province Saudi Arabia in Strengthening Sustainability in the Coffee Value Chain

Maspul

2022

The progress of the coffee trend globally is one of the options for developing SMEs in Eastern Province, Saudi Arabia. The third-wave generation of specialty coffee is growing with a large selection of artisanal coffee drinks, empowering the latest generation to follow the coffee industry's value chain through coffee skills and sustainability. Sustainability in the coffee value chain will be connected to the three-bottom legs that make it sustainable in the social economy and environment. Eastern Province has the potential to become a coffee hub in tackling challenges in the coffee value chain. Still, stakeholder empowerment is needed for coffeeprenuers in Eastern Province to make coffee value chains resilient collaboratively. Creative process strategies are required to investigate the advancement in ideas and innovations. This qualitative descriptive study will help the catch in opening the eyes of the global coffee community and especially in Saudi Arabia, in seeing the opportunity for the coffee value chain in the region.