Impact of social media on brand awareness : a case study of Busy Bee Cafe
Lamghate, Rashmi (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052616412
https://urn.fi/URN:NBN:fi:amk-2025052616412
Tiivistelmä
This thesis delved into how social media marketing affects customer engagement of Busy Bee Cafe, a cafe in Pokhara, Nepal. Social media is now a necessary medium of communication for companies of all kinds, especially for the hospitality business, which utilize social media to increase their brand awareness, customer interaction and also marketing. This research evaluates the effectiveness of the café’s current digital marketing strategy through qualitative interviews of the employees and custom-ers in conjunction with an analysis of the social media metrics.
The study also shows that social media is instrumental in increasing the brand presence and drawing in customers to visit the cafe. Customers acknowledge that it is through scanning social media platforms that a customer comes to the website of the brand. Moreover, the only thing visually appealing to the customer to retain him on the website is the content that is visually appealing to them and also interac-tive with customers, such as via giveaways or behind the scenes videos. Nevertheless, there are chal-lenges that argue otherwise, such as various inconsistencies in posting and additional engagement on social media pages. The research lays out the importance of the need to maintain a consistent and structured content plan, along with user generated content and engagement with the user.
The recommendations in this thesis can help Busy Bee Cafe create a more favourable social media image, increase customer loyalty, and improve its digital marketing strategy. More broadly, they add to the knowledge of the role that social media plays in the small business growth, in the case of the business related to the hospitality branch
The study also shows that social media is instrumental in increasing the brand presence and drawing in customers to visit the cafe. Customers acknowledge that it is through scanning social media platforms that a customer comes to the website of the brand. Moreover, the only thing visually appealing to the customer to retain him on the website is the content that is visually appealing to them and also interac-tive with customers, such as via giveaways or behind the scenes videos. Nevertheless, there are chal-lenges that argue otherwise, such as various inconsistencies in posting and additional engagement on social media pages. The research lays out the importance of the need to maintain a consistent and structured content plan, along with user generated content and engagement with the user.
The recommendations in this thesis can help Busy Bee Cafe create a more favourable social media image, increase customer loyalty, and improve its digital marketing strategy. More broadly, they add to the knowledge of the role that social media plays in the small business growth, in the case of the business related to the hospitality branch