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Be Direct! Restaurant Social Media Posts to Drive Customer Engagement in Times of Crisis and Beyond

Author

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  • Daphnée Manningham

    (Unité D’enseignement et de Recherche en Sciences de la Gestion, Université du Québec en Abitibi-Témiscamingue, Rouyn-Noranda, QC J9X 5E4, Canada)

  • Hugo Asselin

    (Chaire Desjardins en Développement des Petites Collectivités, Université du Québec en Abitibi-Témiscamingue, Rouyn-Noranda, QC J9X 5E4, Canada)

  • Benoit Bourguignon

    (École des Sciences de la Gestion, Université du Québec à Montréal, Montreal, QC H2X 3X2, Canada)

Abstract

Restaurants were significantly shaken by the COVID-19 pandemic, which forced them to intensify their use of social media to communicate with customers. Our objective was to identify which digital marketing strategies generated higher customer engagement during the pandemic, according to variations in the intensity of sanitary restrictions. We manually extracted 639 Facebook posts by 16 restaurants in two Canadian cities (one in a metropolitan area, one in a peripheral region), and coded them according to type of verbal move, format (image, text), and emoji use. The engagement rate was two times higher for restaurants in the metropolitan area, which also used three times more emojis per post on average. The engagement rate was also five times higher for nationally branded restaurants than for independent restaurants. When the pandemic hit, restaurants started to use more text and more directive verbal moves to convey crucial and precise information to customers, notably about sanitary restrictions. Emojis and expressive verbal moves also helped increase customer engagement. While being direct was more efficient in times of crisis, directive verbal moves continued to be used after most sanitary restrictions were lifted. Being direct, thus, appears to be a good digital marketing strategy in the “new normal”.

Suggested Citation

  • Daphnée Manningham & Hugo Asselin & Benoit Bourguignon, 2024. "Be Direct! Restaurant Social Media Posts to Drive Customer Engagement in Times of Crisis and Beyond," Tourism and Hospitality, MDPI, vol. 5(2), pages 1-10, April.
    • Handle: RePEc:gam:jtourh:v:5:y:2024:i:2:p:20-313:d:1372248
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    References listed on IDEAS

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    1. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    2. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    3. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
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