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

Abstract

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.

Conceptualising and measuring social media engagement: A systematic literature review

“…Lastly, a small percentage of studies (10% of the studies) considers engagement as the number of people who acknowledge agreement or preference for content, who participate in creating, sharing and using content (Colicev et al, 2018 ; Li et al, 2019 ; Rahman et al, 2017 ).…”

“…of comments, No. of shares Not Specified Li et al ( 2019 ) Set of Indexes Conversation rate: average no. of comments per post Amplification rate: average no.…”

“…In a more complex and detailed way, studies from the third group (10% of the studies) identify social media engagement metrics developing ‘set of indexes’. For example, Li et al ( 2019 ) use three social media metrics to measure engagement in the casual-dining restaurant setting: rates of conversation, amplification, and applause. In detail, conversation rate measures the number of comments or reviews in response to a post, amplification rate measures how much online content is shared, and applause rate measures the number of positive reactions on posts.…”

“…In this case, engagement is viewed exclusively as a non-financial metric and as a measure of the performance of social media marketing activities. Lastly, a small percentage of studies (10% of the studies) considers engagement as the number of people who acknowledge agreement or preference for content, who participate in creating, sharing and using content (Colicev et al, 2018;Li et al, 2019;Rahman et al, 2017).…”

The landscape of customer engagement in hospitality and tourism: a systematic review

“…For example, research can be conducted in different firm star categories (high/low-star) or firm types (individual, the local chain, international chain) (Choi et al, 2015;Hahn, Sparks, Wilkins, and Jin, 2017;Kim et al, 2017). For Online Customer Engagement, customer engagement must be explored with various online platforms with different design, functions and social presences (Aydin, 2020;Fine et al, 2017;Hashim and Fadhil, 2017;Lei et al, 2017;Li, Kim, and Choi, 2019;Menon et al, 2019;Perez, Taheri, Farrington, and O'Gorman, 2018;Schroeder, Pennington, and Mandala, 2018;Yoo and Lee, 2015;Zhang, Gordon, Buhalis, and Ding, 2018).…”