Product and Service Orientation on Social Media in Restaurant Communication
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/589 |
Resumo: | Social media are a significant marketing communication tool used to establish a relationship with consumers. With the advent of the Internet, social media have become an invaluable source of acquiring new customers. They provide restaurant, bar or cafe owners with the opportunity to communicate with existing and potential clients by publishing posts on social media. Such posts frequently vary in terms of form and relate to different areas of activity. Therefore, the present study aims to enhance the understanding of how different types of posts affect communication efficiency. Content, interesting from the recipient's point of view, is a key factor contributing to success in building social media presence. Hence, the purpose of this article is to compare product and service-oriented communication. To this end, a quasi-experiment has been conducted over the course of 10 months. The results provide evidence that content directly referring to dishes offered at a restaurant is more effective at various levels. The study findings provide useful advice for companies operating in the catering industry and indicate a relationship between the product and other elements of the 7P marketing mix. The results are liable for assisting owners of food and beverage companies in improving customer relationships and increasing their engagement in response to content posted on social media.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.186-205 |
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Product and Service Orientation on Social Media in Restaurant CommunicationSocial media marketing, food marketing, catering industry, consumer behaviour, content marketingSocial media are a significant marketing communication tool used to establish a relationship with consumers. With the advent of the Internet, social media have become an invaluable source of acquiring new customers. They provide restaurant, bar or cafe owners with the opportunity to communicate with existing and potential clients by publishing posts on social media. Such posts frequently vary in terms of form and relate to different areas of activity. Therefore, the present study aims to enhance the understanding of how different types of posts affect communication efficiency. Content, interesting from the recipient's point of view, is a key factor contributing to success in building social media presence. Hence, the purpose of this article is to compare product and service-oriented communication. To this end, a quasi-experiment has been conducted over the course of 10 months. The results provide evidence that content directly referring to dishes offered at a restaurant is more effective at various levels. The study findings provide useful advice for companies operating in the catering industry and indicate a relationship between the product and other elements of the 7P marketing mix. The results are liable for assisting owners of food and beverage companies in improving customer relationships and increasing their engagement in response to content posted on social media.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.186-205ISVOUGA - Instituto Superior de Entre Douro e Vouga2022-07-08T00:00:00Zjournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/589oai:u3isjournal.isvouga.pt:article/589International Journal of Marketing, Communication and New Media; Vol 10, No 18 (2022)2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/589http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/589/322Copyright (c) 2022 Marcin Adam Antoniak, Andrzej Szymkowiakhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessSzymkowiak, AndrzejAntoniak, Marcin AdamDoruch, Natalia2022-09-22T10:30:33Zoai:u3isjournal.isvouga.pt:article/589Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:58:21.145383Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Product and Service Orientation on Social Media in Restaurant Communication |
title |
Product and Service Orientation on Social Media in Restaurant Communication |
spellingShingle |
Product and Service Orientation on Social Media in Restaurant Communication Szymkowiak, Andrzej Social media marketing, food marketing, catering industry, consumer behaviour, content marketing |
title_short |
Product and Service Orientation on Social Media in Restaurant Communication |
title_full |
Product and Service Orientation on Social Media in Restaurant Communication |
title_fullStr |
Product and Service Orientation on Social Media in Restaurant Communication |
title_full_unstemmed |
Product and Service Orientation on Social Media in Restaurant Communication |
title_sort |
Product and Service Orientation on Social Media in Restaurant Communication |
author |
Szymkowiak, Andrzej |
author_facet |
Szymkowiak, Andrzej Antoniak, Marcin Adam Doruch, Natalia |
author_role |
author |
author2 |
Antoniak, Marcin Adam Doruch, Natalia |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Szymkowiak, Andrzej Antoniak, Marcin Adam Doruch, Natalia |
dc.subject.por.fl_str_mv |
Social media marketing, food marketing, catering industry, consumer behaviour, content marketing |
topic |
Social media marketing, food marketing, catering industry, consumer behaviour, content marketing |
description |
Social media are a significant marketing communication tool used to establish a relationship with consumers. With the advent of the Internet, social media have become an invaluable source of acquiring new customers. They provide restaurant, bar or cafe owners with the opportunity to communicate with existing and potential clients by publishing posts on social media. Such posts frequently vary in terms of form and relate to different areas of activity. Therefore, the present study aims to enhance the understanding of how different types of posts affect communication efficiency. Content, interesting from the recipient's point of view, is a key factor contributing to success in building social media presence. Hence, the purpose of this article is to compare product and service-oriented communication. To this end, a quasi-experiment has been conducted over the course of 10 months. The results provide evidence that content directly referring to dishes offered at a restaurant is more effective at various levels. The study findings provide useful advice for companies operating in the catering industry and indicate a relationship between the product and other elements of the 7P marketing mix. The results are liable for assisting owners of food and beverage companies in improving customer relationships and increasing their engagement in response to content posted on social media.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.186-205 |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-08T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/589 oai:u3isjournal.isvouga.pt:article/589 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/589 |
identifier_str_mv |
oai:u3isjournal.isvouga.pt:article/589 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/589 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/589/322 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Marcin Adam Antoniak, Andrzej Szymkowiak https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Marcin Adam Antoniak, Andrzej Szymkowiak https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; Vol 10, No 18 (2022) 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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