Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting

• Jun Li ^[2] ; Kim, Woo Gon ^[1] ; Hyung Min Choi ^[1]
  1. [1] Florida State University

     Florida State University

     Estados Unidos

     
  2. [2] South China Normal University

     South China Normal University

     China

     
• Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 27, Nº. 1, 2021, págs. 3-22
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Social media sites serve as lead generators for achieving marketing communication and raising brand awareness for casual-dining restaurant firms. This study attempts to measure social media engagement across different social networking sites (SNSs) and promotional activities for the casual-dining restaurant industry. This study also explores the influence of the dimensionality of social media engagement on the performance of casual-dining restaurants. The findings show that the metrics of social media engagement are different across channels and promotional activities. The results also reveal that these metrics have significant positive impacts on casual-dining restaurant performance. Pragmatically, the findings provide an assessment that enables casual-dining restaurant marketers to select the most effective SNSs and implement the most appropriate promotional activities, given the limited marketing budget of small and medium-sized casual-dining restaurants.