Exploring Marketing Strategies and Content Creation in the Coffee Industry

Chris and Doran are joined by Morgan Eckroth to discuss, "The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry", appearing in Sustainability, 2022, 14, 1657.

The paper makes the case that instagram marketing activities are good for achieving brand equity. Morgan is one of the very best at harnessing the various facets of developing a favorable brand. We hope you enjoy it!

The article can be found here: https://doi.org/10.3390/su14031657

About Morgan: Morgan (MorganDrinksCoffee on TikTok, Instagram, Youtube) is an Oregon-based social media creator, a second place finalist in the World Barista Championship, and digital content specialist at Onyx Coffee.

Introduction preamble: Lance Hedrick