Instagram and TikTok Marketing for Taverna Zorbas Restaurant
Tamang, Shristi (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120331898
https://urn.fi/URN:NBN:fi:amk-2025120331898
Tiivistelmä
The objective of this thesis is to investigate the role of Instagram as a marketing platform for restaurants, using Taverna Zorbas in Helsinki as a case study. The study assesses Instagram role in brand awareness, customer engagement, and visit intent.
A mixed-methods approach was used, with customer surveys, Instagram analytics, and an owner interview providing quantifiable and qualitative insights. In accordance with the results, most, 71% (N = 53), acknowledged knowing Taverna Zorbas had an Instagram account, but the respondents demonstrated an extreme lack of involvement with the account. Customers reported that they infrequently went to the restaurant's Instagram page, and when they did, their activity was limited to only 'liking' of an account; no comments, sharing of the posts, or any activity constituted involvement.
Despite the high account awareness, their engagement and resulting behavioral changes were minimal. Participants reported that the food-related posts, photos (Mean = 1.67), and reviews (Mean = 1.75) were the most captivating, but they wanted more of the live, dynamic types, such as videos and behind-the-scenes. This indicates that, while Instagram serves the purpose of informing consumers about the existence of a business, the platform is still not being used to stimulate customer involvement and enhance retention.
This is why reasonable, actionable insights arise from finding the most usable ways to enhance and maintain customer engagement. Providing consistent posting and varying content, especially videos, interactive reels, and other UGC, ensures authentic material is being posted. Opportunities to expand the target demographic to younger audiences by posting on TikTok present an opportunity as well. These suggestions help advance Instagram purpose from being merely informative to a more engaged platform, helping drive customer presence.
A mixed-methods approach was used, with customer surveys, Instagram analytics, and an owner interview providing quantifiable and qualitative insights. In accordance with the results, most, 71% (N = 53), acknowledged knowing Taverna Zorbas had an Instagram account, but the respondents demonstrated an extreme lack of involvement with the account. Customers reported that they infrequently went to the restaurant's Instagram page, and when they did, their activity was limited to only 'liking' of an account; no comments, sharing of the posts, or any activity constituted involvement.
Despite the high account awareness, their engagement and resulting behavioral changes were minimal. Participants reported that the food-related posts, photos (Mean = 1.67), and reviews (Mean = 1.75) were the most captivating, but they wanted more of the live, dynamic types, such as videos and behind-the-scenes. This indicates that, while Instagram serves the purpose of informing consumers about the existence of a business, the platform is still not being used to stimulate customer involvement and enhance retention.
This is why reasonable, actionable insights arise from finding the most usable ways to enhance and maintain customer engagement. Providing consistent posting and varying content, especially videos, interactive reels, and other UGC, ensures authentic material is being posted. Opportunities to expand the target demographic to younger audiences by posting on TikTok present an opportunity as well. These suggestions help advance Instagram purpose from being merely informative to a more engaged platform, helping drive customer presence.