Impact of social media marketing of fast-food brands: perception of consumers and development of brand loyality : an investigation of Taco Bell in Finland
Bhandari, Vision (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060521086
https://urn.fi/URN:NBN:fi:amk-2024060521086
Tiivistelmä
This thesis is set to explore Taco Bell's social media marketing efforts in respect to consumer attitudes towards the brand as well as how this would affect brand loyalty in the Finnish market. This study has a literature review that touches on consumer behaviour models, brand image and social media along with marketing. Research populations are served by both quantitative methods such as questionnaire to know their feelings, and qualitative methods to understand them better.
The data suggest that regular Taco Bell visitors are only a small percent of the customers however, social media plays a great role in their experience with the brand and their decisions to buy. Although the metrics of social media followers and the visibility of ads do not correspond, customers emphasize Taco Bell as an imaginative brand which is always ahead in its marketing strategies. Furthermore, social analysis among Taco Bell's social media communication of brand values and its effects on customer purchasing behaviour are found to be strongly associated.
The thesis arrives in the last part of the text to the recommendations for Taco Bell which include the increase of the social media followership, diversification of content to engage more audience and the two-way communication on the social media platforms for fast interaction with the customers. In general, the study helps the quick-service places find practical clues to build their social media platform for the purpose of getting more brand loyalty and customer engagement.
The data suggest that regular Taco Bell visitors are only a small percent of the customers however, social media plays a great role in their experience with the brand and their decisions to buy. Although the metrics of social media followers and the visibility of ads do not correspond, customers emphasize Taco Bell as an imaginative brand which is always ahead in its marketing strategies. Furthermore, social analysis among Taco Bell's social media communication of brand values and its effects on customer purchasing behaviour are found to be strongly associated.
The thesis arrives in the last part of the text to the recommendations for Taco Bell which include the increase of the social media followership, diversification of content to engage more audience and the two-way communication on the social media platforms for fast interaction with the customers. In general, the study helps the quick-service places find practical clues to build their social media platform for the purpose of getting more brand loyalty and customer engagement.