Social Media In The Restaurant Industry

1211 Words5 Pages
1.0 Introduction-
In a dynamic and innovative industry, people’s minds have been changed in the way they access information by social media. The term social media influences how individuals communicate due to the high quality connection of social media platforms. The restaurant industries adopting social media can market the business and its reputation along with business and customer relationship in order to generate revenue streams. With a number of new social media platforms with large customer base, social media is redefining marketing one-step at a time. Social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns than offline marketing and a larger reach, social media marketing is a game
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Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. This form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.
Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for restaurants to implement marketing campaigns.
1.1 Research Objective-

The first aim of the paper is to understand the relevance and impact of social media in the restaurant industry. Secondly, be able to recognize the concept of social media within the industry and how much it affects the revenue of the restaurants.

1.2
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Online consumer reviews are a form of eWOM in the restaurant selection process, and this has helped consumers gain detailed information with trustworthiness and credibility as opposed to information provided by the industry, which might be viewed with skepticism and possible disbelief (Park & Nicolau, 2015). Therefore, most consumers generally refer to their attention on online reviews before purchasing (Suresh, Roohi, Eirinaki, & Varlamis, 2014). Online reviews today have the power to connect the potential consumer directly with a restaurant even before he/she walks through the doors of a restaurant (Yang et al., 2017). Anderson and Magruder (2012) mentions that there is a positive impact of online based platforms star rating system on restaurant operations and states that the half-star differences (i.e., 3.5 to 4.0) increased restaurant sales upwards by almost

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