Attention Economy in Digital Marketing Communication: How Authentic and Humorous Social Media Content Drives Audience Engagement in Food-Sector SMEs

Abstract

Purpose: This study examines how attention economy strategies are enacted in digital marketing communication through the Instagram content of a small and medium-sized enterprise (SME) in Indonesia’s food sector, Aldi’s Burger. Design/methodology/approach: A descriptive qualitative design employing reflexive thematic content analysis was used to examine promotional texts, visual content, and audience engagement patterns on the Instagram account @aldis.burger, following the six-phase analytic procedure of Braun and Clarke (2021). Findings: The analysis identified three interrelated attention economy strategies that jointly generate stopping power and audience engagement: (1) unique, absurd, and humorous promotional messages; (2) authentic and spontaneous visual content that favors authenticity over commercial polish; and (3) entertainment-oriented viral content that stimulates organic sharing and reach. Research limitations/implications: As a single-case qualitative study relying on publicly observable Instagram content, the findings are analytically rather than statistically generalizable and would benefit from cross-platform and multi-case replication. Practical implications: SME practitioners can strengthen brand awareness, engagement, and consumer trust by prioritizing authentic, entertaining, and culturally distinctive content over conventional polished promotion. Originality/value: The study extends attention economy theory beyond large corporations and influencer marketing by demonstrating how an SME strategically converts humor, authenticity, and culturally embedded religious expression exemplified by the tagline “all burgers belong to Allah” into a scroll-stopping communication mechanism, contributing novel empirical evidence on attention capture in resource-constrained digital marketing contexts.

Keywords: attention economy; digital marketing communication; social media marketing; authenticity; audience engagement