Buavita’s Nethnography
Research Planning
Mind Map
This mind map will be the scope of Buavita’s nethnographic research project.
Search Queries
For the Facebook communities, I will use keywords
For Instagram, I will use hashtags and account from some of Buavita’s influencers
Mix
Then I will use both Facebook and Instagram to dig more about the influencers.
Online communication justification
I decided to use Facebook for nethnography for data scraping because Facebook communities are the most involved seen in the number of comments which are significantly higher than Instagram ones. Therefore, I am concerned about the public reaction to the contents and how they communicate with each other.
I think Instagram is a very data-rich site, with lots of knowledge that is useful to my study. Identity as a hashtag hunter, partnerships with other prominent Instagram pages, and hiring influencers are also found which can also be my analytical materials.
Data Collection
This Facebook post wants the viewers to perceive Buavita juice as beneficial to health, so the package could correspond to 24 strawberries and contains vitamins. Second, we’re going to take a look at the comments below this article to see what people think of this Buavita post,
These are the most important and top-level comments from the post, and we see that most of them (including those not shown) are 70% positive, 20% negative, and 10% neutral (from 443 comments). However, the statement that had the largest number of likes was Nesia, who said:
Nesia starts a discussion about her skepticism of Buavita’s health benefits, as they mix it with sugar and preservative amounts throughout any package. This statement also encourages others to begin comments also.
The other statement that stood out was that of Aline, who said,
This commentary on the work of Buavita Guava tends to list about 4 or more, which suggests that people agree that the commodity as a dengue fever cure has a nice impression, a memorable experience, and is conveyed through a word-of-mouth approach.
This post is from the (general) mum, who has demonstrated that she focuses more on drinks-conversation than influencers-that people respond more to the model. From these remarks, though, we can see that the fresh sensation is felt in much of the consumer use, which has also demonstrated strong brand awareness and has been drinking by much of the mother’s association. Of the more than 100 comments, we took 20 comments and split them into constructive comments (18), negative comments (0), and neutral comments (2).
She definitely wants something fresh, or not at all. But after her friends share this content with Buavita’s drink, she instantly connects the word ‘fresh’ and is also interested in buying it. This ‘fresh’ affiliation may be affiliated to past answers because she is very informed of the views and actions of its peers.
Aeni saw this posting perfectly in the desired moment of the scorching hot heat, and she also noted the similarity of preferring Buavita Guava as being part of the reference group (peers).
Meanwhile, Kania uses Buavita as a way to communicate with her peers, who may even visit their home, so she’s a social butterfly person which uses Buavita as a way of interacting.
The Instagram influencer who is Chef Yuda Bastara, Buavita normally post food cooking show content with him, but he rarely or almost never shares something about Buavita on his Instagram, meaning that it’s just focused on Facebook and Buavita’s Instagram. In addition, on his page, the most commonly listed user is the Sania oil brand. And the post with the highest degree of engagement is an online mask brand gift event.
But since the audience is denser in Facebook messages, we are therefore analyzing Chef Yuda’s recipe, which has been shared on Facebook:
There are 48 comments in the comment section, but I have taken 24, and there are roughly 60 percent positive, 30 percent negative, and 20 percent neutral (spam).
The first statement I wanted to discuss was that of Dee, who said that
Dee felt that the amount of Buavita sugar was too high, and in addition to the mixture for this guava smoothie, only more sugar was added to the sufficient level of sugar from the original Buavita Guava product itself. This indicates that he felt that the brand should concern more about consumer health.
This remark by Amalia also revealed that she had a strong opinion and stereotyping about bottled juice, so she could mistrust marketing gimmicks that were helpful to health, etc.
This Instagram post is from mrssharena, an influencer, and an urban mum, which she shared using the # BekalBaikBuavita hashtag. Below, some remarks are highlighted as follows:
From Krisma’s point of view, she implied that food and drink from mother to children is a sign of love and affection, so she puts this statement as she thinks that this sign of affection (Buavita and bekal sehat) would make children happy.
I’ve taken 20 comments, and 90% of positive responses and 10% of neutral comments (promotional, spam) are therefore there are no negatives.
The third hashtag I want to explore is # DoesYouGood, this hashtag intended to illustrate the various possible benefits of Buavita. From the comments, we can see that most of them are positive comments, a bit neutral, and zero (0) negative comments. Therefore, I would also like to highlight some of the comments that might represent why there is a high positive feeling of association between the brand and its user.
This comment reveals that Ixy captures the Buavita drinkers as a young, cool mum, who also defines her as a woman working in the caption.
Data Analysis
I’ve categorized some of the key themes when coding Instagram and Facebook comments and visuals. The topics are listed below, along with the comments that have been made on this specific issue.
High Sugar Level (Facebook)
- General statement: High sugar level in a packaged juice of Buavita
Buavita has made various brand communications on the products of natural fruit, includes vitamins, etc., but it never addresses any sugar level agenda. In addition, the saying of bottled juice stereotyping that has been going on for many years has also led them to feel the same about Buavita.
This assertion could also cause people to connect it with diabetes, as there are some complaints about the recipe that Chef Yuda released, which seems too sugary to recall the acceptable amount of Buavita in the packed juice, he said.
Disease Remedy (Facebook and Instagram)
- General Statement: Treatments for illness
Specifically for Buavita Guava, it was claimed that the drink might help tone down dengue fever, so people purchase it and become advocates for their peers because it is effective.
A reason to stay in touch (Instagram)
- General Statement: Let’s drink at yours or at mine?
There are those who prefer Buavita, and between moms reference group, mention the similarities and ask to drink together in the preferred point of time, so Buavita drink may become an intimacy and hospitality instrument.
Go for the natural (Facebook)
- Public statement: preferences for the production of natural fruits
People mostly equate Buavita’s drink with real fruit, and thereby become its ‘primary’ rival, but most of the comments in Instagram still suggest that Buavita is a go-to alternative when there are no fruit in the house but they do want some juice or when they are looking for more practical solution.
Mother’s love for children’s happiness (Instagram)
- General statement: Buavita as a way to express love for the well-being of their children
When children receive Buavita from their mother, it means displaying love, caring, etc. And people figured that children with them would grow up beautifully if their mother would give them love and care for wellness-products like Buavita.
Pretty and cool mom (Instagram)
- General statement: women worker are cool, and Buavita support that.
Being supported when a mom isn’t an influencer, but just famous for becoming a laid-back lady who works hard for her zeal, becoming ‘cool’ in her associates’ pov, so they’re focusing on her picture as a ‘pretty and cool mom.’
Frequency Level
I evaluated the feedback on the Facebook and Instagram data for the frequency table. I have split the 120 comments into 6 subjects and I have found the figures shown above.
Conclusion & Focus Issue
Concluding all the above observations, we agree that Buavita made real fruit is doing more good than bad. The most positive reactions are the illness cures, while the negative reactions are those that choose to process their own fruits. There are lots of people who respond instinctively to these negative remarks as negative reactions happen.
Study question: What is the most effective marketing campaign that can be used on a continuous basis in the Buavita campaign? The conclusion could be answered. My conclusion is that the media environment usually responds well to Buavita ‘s disease cure response as it has been seen to be strong in positive responses, but if Buavita does not have a sugar level problem, the message should also be highlighted.
Second, it is seen that the audience is more saturated in Buavita’s official Facebook, while the Instagram is more on the influencers side with 10,000–100,000 followers , as the interaction is higher.
