International Journal of Research Studies in Management
Tourism Educators and Movers of the Philippines Special Issue
2022 Volume 10 Issue 3
Available Online: 6 July 2022
Author/s:
Mendoza, Juan Carlos*
Lyceum of the Philippines University, Batangas, Philippines (jcmendoza0220@gmail.com)
Felicen, Sevillia S.
Lyceum of the Philippines University, Batangas, Philippines (ssfelicen@lpubatangas.edu.ph)
Abstract:
This study aimed to assess the effectiveness of social media as a marketing tool for Casual Dining Restaurant in Northern, Metro Manila. Specifically, it presented the demographic profile of the respondents; identify the psychographic profile of the respondents; analyze the factors affecting the use of social media platform; assess the effectiveness of the social media platform; test the significant difference on the effectiveness of social media platform when grouped according to the profile. The study used descriptive design with 388 customers of Casual Dining Restaurant in Northern Metro Manila Frequency, percentage, weighted mean and ANOVA were used as the statistical tools. Based on the result, majority of the respondents were Gen Z, female and college students using Facebook as social media platform. It was found out that the factors affecting the use of social media platforms are perceived usefulness, perceived ease of use, actual use, social influence. Social media platforms are effective in influencing customers in terms of visual appeal, informativeness, desire for food and perceived convenience. The effect of the use of social media platforms service differs when respondents were grouped according to sex as to perceived usefulness, actual use and social influence. It also differs in professional status in terms of perceived usefulness and social influence.
Keywords: casual dining restaurants, social media platform
DOI: https://doi.org/10.5861/ijrsm.2022.40
Cite this article:
Mendoza, J. C., & Felicen, S. S. (2022). Application of social media platform services among casual dining establishments in Northern Metro Manila. International Journal of Research Studies in Management, 10(3), 133-144. https://doi.org/10.5861/ijrsm.2022.40
*Corresponding Author