The Impact of Digital Marketing on Local Restaurants in Vaasa
Ojala, Bui Dieu Hang (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051110293
https://urn.fi/URN:NBN:fi:amk-2023051110293
Tiivistelmä
In the digital age, local restaurants are in need of finding new ways to reach their consumers not only through food but also through online marketing, in order to
stand out among the competitors, especially big chains and franchising companies which have professional strategies and huge budgets. If social media and paid ads are already familiar with most of restaurants owners, website is introduced in this paper in terms of how it can be used to communicate with customers as well as the benefits and challenges of operating and managing websites. Vaasa is chosen to be the area in which the research is conducted.
Combining secondary research, quantitative methodology and online survey, the results showed evidence that communication on website plays an important role in
the buying process, in particular in the evaluation and selection stages. On the other hand, certain difficulties were discussed, along with limitations of the paper and suggestions for further studies.
stand out among the competitors, especially big chains and franchising companies which have professional strategies and huge budgets. If social media and paid ads are already familiar with most of restaurants owners, website is introduced in this paper in terms of how it can be used to communicate with customers as well as the benefits and challenges of operating and managing websites. Vaasa is chosen to be the area in which the research is conducted.
Combining secondary research, quantitative methodology and online survey, the results showed evidence that communication on website plays an important role in
the buying process, in particular in the evaluation and selection stages. On the other hand, certain difficulties were discussed, along with limitations of the paper and suggestions for further studies.