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Facebook used as an active marketing channel to expand customer base at a restaurant


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The selected restaurant provides Cantonese style Chinese food. However, there has been a significant decrease in customers after opening day. The owner spent on newspaper promotion before opening day. The reality is that only a few people came. Therefore, the owner is looking for advice on the way of increasing his customer base and awareness. The project aims to demonstrate the value of using Facebook as a marketing channel to help a new Chinese restaurant promote itself to the public to increase profit and its customer base. The project gathered a total of 93 questionnaires and one interview by using mixed methods (quantitative and qualitative), followed by a theoretical review to show the owner that Facebook is the most effective channel to increase customer base and awareness. The results show that more than 95% of participants have social media and almost 92% of them have Facebook. 80% of participants agree that the restaurant should have a Facebook account so they can receive promotion and news. In conclusion, Facebook is the most effective and efficient channel to help the business get more attention from the public under the situation.

Item Type: Paper presented at a conference, workshop or other event, and published in the proceedings
Uncontrolled Keywords: social media, facebook, marketing, restaurant industry
Subjects: H Social Sciences > HF Commerce
Divisions: Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
Depositing User: Adrian France
Date Deposited: 17 Dec 2018 23:21
Last Modified: 21 Jul 2023 07:53

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