Business Commons^™

Social Media Marketing: Coffee Chains, Sunny Woods

Whittier Scholars Program

Coffee chains use various marketing strategies on social media to engage their target audience. I specifically examined Coffee Bean & Tea Leaf, Starbucks, and Dunkin’ through their content and the number of likes and comments on Twitter, Instagram, and Facebook for the year of 2022. I found that Coffee Bean & Tea Leaf uses psychographic segmentation, real time marketing, and seasonal marketing for their content. They focused on targeting users who live in California by posting content that goes along with California’s weather, such as cold drinks even in the winter time. Starbucks posted content that was emotion evoking, action-inducing, …