The Influence of Social Media on Establishing A Restaurant's Image nd Reputation : Case study The Kafe Village Restaurant

Abstract

The aim of this research was to study the impacts of social media on contributing to the brand building process. The research focused on The Kafe Village’s activities on social media in order to evaluate the restaurant’s image and reputation. Both qualitative method and quantitative method were used in this study. The media team leader of The Kafe Village shared his experiences and problems encountered in managing social media. On the other hand, a questionnaire for customers was designed to study customers’ evaluation towards the company’s image and reputa-tion. Furthermore, the research results indicated both social media management problems and quality management problems. The conclusion part presents some suggestions for future improvement.