Social Media Impact Through Collaborative Relationships in Covid-19 Crisis: A Case Study of McDonald's BTS Meal

Abstract

The global economy has been greatly impacted by Covid-19. As a result, McDonald's devised a plan to form a partnership with BTS and make a collaborative product that is BTS Meal. The strategy used by McDonald's is market development. The purpose of this study is to learn about the most important aspects of active social media engagement among followers of a food and beverage sales organization, as well as the impact of social media engagement rate on new product sales. The research provides empirical evidence that highly engaged social media posts boost firm performance by increasing sales. Furthermore, the study provides a formula for success by utilizing text mining strategies to determine the most effective use of social media channels. Data collection was carried out by conducting literature studies, observations through McDonald's Instagram, Twitter, and Tiktok, data analysis, and a calculation of the engagement rate. The BTS Meal, that will be available in 49 countries, will offer a McDonald's menu and signature dipping sauce inspired by McDonald's South Korean sauces. This research is expected to show how the exposure generated from the high engagement rate can be used as an impact on McDonald's sales and brand in the future.