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Impact of social media marketing on SME restaurants in UK

Farooq, Muhammad ORCID: https://orcid.org/0000-0002-3744-3230 and Bowen, Gordon (2020) Impact of social media marketing on SME restaurants in UK. In: Delener, N. and Schweikert, Christina, (eds.) Global Business and Technology Association Readings Book. Global Business and Technology Association, pp. 24-29

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The focus of this paper is on the impact of social media marketing on the SME restaurants in the UK. Due to increase
in use of smartphones, nearly everyone is using social media apps. As such, social media apps are a very efficient and
economical way for SME restaurants to do marketing on social media platforms. Social media apps can be used to communicate with the customer, listen to customer feedback, and reply to their queries. Moreover, offering different
deals and discounts to customers is another way that managers of SME restaurants can attract customers. Social
media platforms also work as word of mouth; for example, friends share stories with one another and post about their
experiences in specific restaurants. Famous social media influencers, celebrities, and food bloggers can also be used
for paid social media advertising. This paper can be used to identify managerial implications of social media marketing in restaurants and improve marketing. There are also some limitations to this research and further research
can be done on this broad topic
Keywords: Social media, social media marketing, marketing, apps, smartphones, SME restaurants, consumer

Item Type: Book Section
Status: Published
School/Department: London Campus
URI: https://ray.yorksj.ac.uk/id/eprint/8826

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