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

Author

Listed:
  • Jun (Justin) Li

    (12451South China Normal University, China)

  • Woo Gon Kim

    (7823Florida State University, USA)

  • Hyung Min Choi

    (7823Florida State University, USA)

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.

Suggested Citation

  • Jun (Justin) Li & Woo Gon Kim & Hyung Min Choi, 2021. "Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting," Tourism Economics, , vol. 27(1), pages 3-22, February.
    • Handle: RePEc:sae:toueco:v:27:y:2021:i:1:p:3-22
    DOI: 10.1177/1354816619867807
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    References listed on IDEAS

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    2. Jiaxin Tan & Kai Wang & Chang Gan & Xuefeng Ma, 2023. "The Impacts of Tourism Development on Urban–Rural Integration: An Empirical Study Undertaken in the Yangtze River Delta Region," Land, MDPI, vol. 12(7), pages 1-18, July.
    3. Ashraf Mohamed Anas & Ahmed Hassan Abdou & Thowayeb H. Hassan & Wael Mohamed Mahmoud Alrefae & Fathi Mohammed Daradkeh & Maha Abdul-Moniem Mohammed El-Amin & Adam Basheer Adam Kegour & Hanem Mostafa M, 2023. "Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context," Sustainability, MDPI, vol. 15(9), pages 1-21, April.
    4. Meimona Abdelrhim Bushara & Ahmed Hassan Abdou & Thowayeb H. Hassan & Abu Elnasr E. Sobaih & Abdullah Saleh Mohammed Albohnayh & Waleed Ghazi Alshammari & Mohammed Aldoreeb & Ahmed Anwar Elsaed & Moha, 2023. "Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?," Sustainability, MDPI, vol. 15(6), pages 1-22, March.

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