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The Comparison of the Effect of Soci...

Shahidi, Arsham,

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The Comparison of the Effect of Social Media Influencers' Content and Social Media Paid Ads on Customer Preferences in Food Service Industry /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Comparison of the Effect of Social Media Influencers' Content and Social Media Paid Ads on Customer Preferences in Food Service Industry // Arsham Shahidi.
作者:	Shahidi, Arsham,
面頁冊數:	1 electronic resource (109 pages)
附註:	Source: Masters Abstracts International, Volume: 86-07.
Contained By:	Masters Abstracts International86-07.
標題:	Leisure. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31767431
ISBN:	9798302172457

The Comparison of the Effect of Social Media Influencers' Content and Social Media Paid Ads on Customer Preferences in Food Service Industry /
Shahidi, Arsham,

The Comparison of the Effect of Social Media Influencers' Content and Social Media Paid Ads on Customer Preferences in Food Service Industry /Arsham Shahidi. - 1 electronic resource (109 pages)

Source: Masters Abstracts International, Volume: 86-07.

In today's digital age, social media is becoming a more and more inseparable part of our day to day lives, influencing our decision making in many different aspects of our life including where to eat. Many industries have taken this influence into consideration and are utilizing social media marketing tools increasingly and adapting to the thriving and evolving nature of social media. The food service industry, as a industry that both provides food and service to its customers, is no exception. Two of the tools that are considered helpful for this line of business and are at the center of this paper are Social media paid ads and influencers 'content on social media.The purpose of this research is to try to gain a better understanding of social media marketing in food service industry focusing on the effect of two powerful tools, social media paid ads and social media influencers' content, and the comparison of the effect of them on customer choices. Considering the large variety of restaurants and businesses active in food service industry, and the important need of visual stimuli for developing research instrument, three types of restaurants were chosen, and the research was conducted on these three types and visual stimuli retrieved from restaurants that fall in these three categories; Steakhouses, Pizzeria, and international cuisine.The primary research was done by developing, publishing, and collecting data by an online survey, the data was collected from March 15th to March 21st, and 253 responses were collected; after testing for normality and indicating that the sample is not normally distributed, between nonparametric tests, Wilcoxon signed rank test was applied. The research results showed that influencer marketing has a more positive effect in customers' choice of place to eat compared to social media paid ads in the context of steakhouse and pizzeria category of restaurants.

English

ISBN: 9798302172457Subjects--Topical Terms:

528341
Leisure.
Subjects--Index Terms:

Social media

The Comparison of the Effect of Social Media Influencers' Content and Social Media Paid Ads on Customer Preferences in Food Service Industry /
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