Effectiveness of social media marketing in the restaurant industry

2020 IJRSE – Volume 9 Issue 7

Available Online: 17 November 2020


Manalo, Sherly*
Lyceum of the Philippines University – Batangas;
Westmead International School, Philippines (sherlycastillomanalo@gmail.com)


Technological innovation started to progress even more, and because of this, business corporations saw an opportunity and use social media to promote their business. The objectives of this study are to; present the profile of the respondents in terms of age, gender, civil status, educational attainment, work position and residence, and frequency or time spent on social media; determine the effectiveness of social media in marketing in terms of customer generation, profit growth, customer satisfaction and loyalty; and the significant difference of the responses. Descriptive type of research was utilized in the study. The result shows that respondents are 21 to 30 years old, female and living in the city. Majority of customer respondents are single and had their secondary education, while restaurant owners are married, had their baccalaureate degree and in an executive position. They can access their social media account every day and see it as an effective means to generate customer, profit growth, customer satisfaction and loyalty. There’s no significant difference from the responses in terms of in terms of market share, sales customer services and satisfaction, and customer loyalty. Customers have significantly higher problems encountered on social media compared to owners. The restaurant owners should utilize the use of social media to enhance its brand image and popularity, as a source of information for improving a business and creating new product, and to generate interaction that can maintain a good and long-term relationship with customers. The action plan proposed by the researcher can be utilized by the restaurant owners.

Keywords: marketing; social media; hospitality; technology; restaurant


DOI: https://doi.org/10.5861/ijrse.2020.5916

Cite this article:
Manalo, S. (2020). Effectiveness of social media marketing in the restaurant industry. International Journal of Research Studies in Education, 9(7), 77-90. https://doi.org/10.5861/ijrse.2020.5916

*Corresponding Author