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

Jun (Justin) Li, Woo Gon Kim and Hyung Min Choi
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Jun (Justin) Li: 12451South China Normal University, China
Woo Gon Kim: 7823Florida State University, USA
Hyung Min Choi: 7823Florida State University, USA

Tourism Economics, 2021, vol. 27, issue 1, 3-22

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.

Keywords: casual-dining restaurant; promotional activities; restaurant performance; social media engagement metrics (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:27:y:2021:i:1:p:3-22

DOI: 10.1177/1354816619867807

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