Online review as a catalyst for brand awareness – a study in the restaurant industry
Brustel, Julia (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060320219
https://urn.fi/URN:NBN:fi:amk-2024060320219
Tiivistelmä
The number of online reviews has increased drastically since 2014 if Tripadvisor statistics (Statista 2014) are to be believed, starting at 200 million and passing 1 billion by 2021. At the same time, 90% of consumers look at online reviews before visiting a store (Jensen 2023). In the restaurant world, online reviews are for some an opportunity to make a name for themselves, for others a source of concern.
The purpose of this research is to provide restaurants with suggestions for improving their online review strategies to increase brand awareness. To do this, the researcher seeks to understand the impact of online reviews and their influencing factors on brand awareness in the restaurant sector. Above all, the objective was to understand this through the eyes of restaurant professionals, in order to explore and find best practices for leveraging them.
This leads to the main research question of how professionals perceive the impact of online reviews on brand awareness. Two subsequent questions were concerned with the factors that professionals consider to be most influential in improving brand awareness through online reviews, and the strategies professionals employ to effectively leverage online reviews to increase brand awareness.
A qualitative method was used for this research. Semi-structured interviews were conducted with two professionals in different positions at Restaurant X to explore in depth their views, ideas, practices and feelings. Thematic analysis is used to collect and analyse the data.
The results show that a distinct brand image, a relevant assessment of online reviews, and managing their valence, volume and trustworthiness play an important role in increasing brand awareness. Finally, the conclusion offers suggestions for food service professionals based on the results obtained.
The purpose of this research is to provide restaurants with suggestions for improving their online review strategies to increase brand awareness. To do this, the researcher seeks to understand the impact of online reviews and their influencing factors on brand awareness in the restaurant sector. Above all, the objective was to understand this through the eyes of restaurant professionals, in order to explore and find best practices for leveraging them.
This leads to the main research question of how professionals perceive the impact of online reviews on brand awareness. Two subsequent questions were concerned with the factors that professionals consider to be most influential in improving brand awareness through online reviews, and the strategies professionals employ to effectively leverage online reviews to increase brand awareness.
A qualitative method was used for this research. Semi-structured interviews were conducted with two professionals in different positions at Restaurant X to explore in depth their views, ideas, practices and feelings. Thematic analysis is used to collect and analyse the data.
The results show that a distinct brand image, a relevant assessment of online reviews, and managing their valence, volume and trustworthiness play an important role in increasing brand awareness. Finally, the conclusion offers suggestions for food service professionals based on the results obtained.