Social media marketing's (SMM) effect on consumer choice-making and brand image in Finland's restaurant industry
Nguyen, Uyen (2024)
Nguyen, Uyen
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051913222
https://urn.fi/URN:NBN:fi:amk-2024051913222
Tiivistelmä
This research examines the influence of social media on dining choices and brand reputation. As social media becomes integral to communication and decision-making, understanding its impacts on consumers is vital, especially when social media influences are growing. Focusing on younger generations aged 18-35, who are known to be highly active and influenced by social media, it offers perceptions of the principles of social media marketing efficacy in the dining sector.
Both qualitative and quantitative methods were used in this study. On the other hand, a questionnaire for a specific age group of customers was designed to study the impacts of social media platforms on customer perceptions, engagement, and overall satisfaction that leads to the evaluation of a restaurant’s image and reputation. Furthermore, the research revealed problems with social media management and quality management. The report concludes with recommendations for future improvements and possible guidance on refining social media strategies.
Both qualitative and quantitative methods were used in this study. On the other hand, a questionnaire for a specific age group of customers was designed to study the impacts of social media platforms on customer perceptions, engagement, and overall satisfaction that leads to the evaluation of a restaurant’s image and reputation. Furthermore, the research revealed problems with social media management and quality management. The report concludes with recommendations for future improvements and possible guidance on refining social media strategies.