The Role of Social Media Marketing in Building Customer Loyalty in Fast Casual and Fast-Food Restaurants in Helsinki
Pham, Thu (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052817311
https://urn.fi/URN:NBN:fi:amk-2024052817311
Tiivistelmä
This thesis examines the impact of social media marketing on fostering consumer loyalty in Helsinki's fast-casual and fast-food industries in light of the growing significance of digital marketing. The research focuses on the impact of digital interactions on customer retention and loyalty in the competitive hotel industry, recognising the significant role of social media in modern business strategy.
The thesis utilises a complete theoretical framework derived from traditional and modern marketing theories. Notable works like Kotler and Keller's "Marketing Management" and Tuten and Solomon's "Social Media Marketing" provide valuable insights into the impact of social media on customer behaviour and engagement. This paradigm provides a framework for understanding the influence of strategic online interactions on customer loyalty in a specific setting.
The findings indicate that using interactive material on platforms such as Instagram substantially positively impacts consumer loyalty within Helsinki's fast-casual and fast-food industries. Instagram's ability to display high-resolution images, such as vivid food photography and captivating behind-the-scenes films, specifically attracts young, urban consumers who value genuineness. Analysis indicates that tactics such as user-generated content, interactive answers, and promotional updates are more efficacious than conventional advertisements in augmenting engagement. These methods foster a sense of community and enhance the brand's worth, resulting in more consumer visits and support. They also emphasise the significance of tailored content strategies in today's digital marketing environment.
The thesis asserts that proficient social media marketing cultivates client loyalty and fortifies brand ties. Restaurants are advised to continue developing their digital marketing strategy to stay current with changing consumer preferences and technical improvements. Incorporating social media data into overall marketing strategies is crucial for long-term success, highlighting the importance of an adaptable approach to managing consumer relationships in the modern era.
The thesis utilises a complete theoretical framework derived from traditional and modern marketing theories. Notable works like Kotler and Keller's "Marketing Management" and Tuten and Solomon's "Social Media Marketing" provide valuable insights into the impact of social media on customer behaviour and engagement. This paradigm provides a framework for understanding the influence of strategic online interactions on customer loyalty in a specific setting.
The findings indicate that using interactive material on platforms such as Instagram substantially positively impacts consumer loyalty within Helsinki's fast-casual and fast-food industries. Instagram's ability to display high-resolution images, such as vivid food photography and captivating behind-the-scenes films, specifically attracts young, urban consumers who value genuineness. Analysis indicates that tactics such as user-generated content, interactive answers, and promotional updates are more efficacious than conventional advertisements in augmenting engagement. These methods foster a sense of community and enhance the brand's worth, resulting in more consumer visits and support. They also emphasise the significance of tailored content strategies in today's digital marketing environment.
The thesis asserts that proficient social media marketing cultivates client loyalty and fortifies brand ties. Restaurants are advised to continue developing their digital marketing strategy to stay current with changing consumer preferences and technical improvements. Incorporating social media data into overall marketing strategies is crucial for long-term success, highlighting the importance of an adaptable approach to managing consumer relationships in the modern era.