Social media efficiency towards restaurant business: a comparison between social media profiles (case study in Saudi Ara
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Social media efficiency towards restaurant business: a comparison between social media profiles (case study in Saudi Arabia) Muhammad Binsawad 1 Received: 4 December 2019 / Revised: 9 July 2020 / Accepted: 12 August 2020 # Springer Science+Business Media, LLC, part of Springer Nature 2020
Abstract
This study mainly focuses on how social media influences the Saudi restaurant business. Undoubtedly, the modern generation is primarily influenced by social media. Several human activities are associated with and influenced by social media. Internet, specifically social media greatly influences the behavioral patterns of millions of registered Facebook, Instagram, and Twitter users. However, there is inadequate information related to the social media’s impact on the restaurant business. Fashion, entertainment, and eating patterns are some of the forms that are highly vulnerable to social media. This research specifically analyzed the success of restaurant businesses in Saudi Arabia due to social media. The data was collected through an online search where social media profiles for five restaurants in Saudi Arabia were analyzed. The findings from these social media profiles were associated to the evidence in the literature review. Relevant recommendations and limitations of the study project are provided. It concluded that when used correctly, social media positively impacts the performance and profitability of the restaurant business in Saudi Arabia. Keywords Correlation . Social media profiles . Social media marketing . SaudiArabia . Restaurant
1 Introduction The penetration of social media sites (SNSs) in an individuals’ life is well-established, with about two billion users until 2015 [26]. This figure initially accounted for just 8% in 2005 [7]. The increased access to more massive database has deployed social media in different sectors such as Facebook, Instagram, and Twitter [28, 38]. According to the report of Karapanos,
* Muhammad Binsawad [email protected]
1
Department of Computer Information Systems, Faculty of Computing and Information Technology, King Abdulaziz University, Jeddah, Saudi Arabia
Multimedia Tools and Applications
Teixeira, and Gouveia [24] Facebook has 1.2 million active users, LinkedIn has one million users, and Twitter has 255 million users. At present, social media is extensively used for business-to-business (B2B) to business-to-consumer (B2C) companies [6, 23]. Various studies highlight that SNSs growth has advanced business opportunities [28, 30]. Recently, there is increase in use of SNSs in the hospitality sector, which identify that SNSs optimize the business reach to the target customers [2, 31, 35]. Report on restaurant practitioners by National Restaurant Association stated that there is a significant impact of digital marketing than to conventional approaches. It further stated that approximately 25% of consumers rely on SNSs to choose a restaurant [26]. This highlights the substantial role of SNSs for increasing the interactivity of the firm with the consumer [7, 28]. Mo
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