The Institutionalization of Farmers Association Service Offerings via Line Group During Covid-19 Pandemic

Background: Marketing via social media has become a standard practice for businesses, particularly small and medium enterprises (SMEs). However, analyzing social media remains challenging due to the large volume of conversations generated on these platforms and the complexity of identifying stakeholder relationships. Automation, leveraging artificial intelligence and big data analysis, presents a promising solution, yet a comprehensive analysis framework is demanding. This study addresses this gap by introducing an automated process for analyzing social media conversations grounded in Service-Dominant (S-D) Logic and Stakeholder Theory. It examines social media marketing during the pandemic, focusing on adopting a LINE group as a marketing channel by SMEs in Taiwan. It uses the Beipu Farmers Association (BFA) as a case study. This study identifies the marketing strategies employed by the BFA and explores stakeholder relationship dynamics. Method: A mixed-methods approach was employed, combining quantitative techniques such as text mining, graph data analysis, and visualization, as well as qualitative methods like interviews in an explanatory sequential design. Results: The study yielded two key findings: first, the institutionalization of practices stemming from interactions between the BFA and customers within the LINE group; second, the visualization of stakeholder relationships, which helps BFA executives assess the effectiveness of their social media marketing strategies. Conclusion: This research introduces a process that applies automation to social media analysis, providing valuable insights for improving marketing strategies. It also underscores the dynamic nature of social media marketing strategies, enabling SMEs like the BFA to adapt and thrive amid operational disruptions, such as those caused by the pandemic. Moreover, this study’s novel analysis demonstrates a fresh perspective on measuring customer engagement via social media.