Social Listening-Based Business Intelligence for Online Brand Awareness: Content Marketing and e-WOM Analysis

Abstract

The Indonesian coffee and cafe industry has grown alongside rising coffee consumption and digital-first marketing, making Kopi Kenangan, Southeast Asia's first New Retail F&B unicorn, a relevant case for studying online brand awareness. While prior research on Kopi Kenangan has examined social media marketing, sentiment, and brand awareness, few studies integrate content marketing and e-WOM within one social listening-based business intelligence framework or benchmark findings against a competitor. This study addresses that gap using Brand24 to capture public mentions over a 31-day period (28 June-28 July 2026) and by comparing brand-awareness indicators against Tomoro Coffee. Three Brand24 reports were analyzed descriptively through headline extraction, cross-category comparison, and platform/theme breakdown, supplemented by manual verification of automated sentiment labels. The brand-awareness dataset recorded 7,021 mentions and 126 million reach, dominated by TikTok and X; content marketing recorded 3,175 mentions and 26 million reach; and e-WOM recorded 1,261 mentions, 73.35% positive and 6.82% negative. Manual verification of 62 of the 86 negative-tagged e-WOM mentions found that only 40 (64.5%) were genuinely negative, while the remainder were false negatives or ambiguous, indicating limits in automated classification of code-mixed Indonesian text. A celebrity brand-ambassador campaign, TikTok distribution, and user-generated conversation were central drivers of visibility, and daily mention and reach rates substantially exceeded Tomoro Coffee's, reflecting promotional intensity rather than a stable baseline gap. This research offers a replicable pathway for using social listening as a business intelligence instrument, with implications for converting automated sentiment monitoring into validated consumer insight.