Inbound marketing strategy on social media and the generation of experiences in fast food consumers
-
DOIhttp://dx.doi.org/10.21511/im.19(2).2023.12
-
Article InfoVolume 19 2023, Issue #2, pp. 143-154
- Cited by
- 1454 Views
-
487 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Digital media has allowed restaurants to maintain their sales, positioning, and better relationships with consumers in adverse situations such as the COVID-19 pandemic. This study seeks to determine the relationship between social networks as an inbound marketing tool and the generation of digital experiences in consumers of fast-food restaurants. This is a quantitative, correlational, and non-experimental analysis. The sample includes the most popular fast-food restaurants in Peru (Norky’s, Roky’s, and Kentucky Fried Chicken) that demonstrate significant presence in social networks and possess potential characteristics to provide customers with a positive experience. One hundred one respondents between 18 and 35 years of age, residents of Lima (Peru), and frequent consumers of fast food establishments were surveyed via Google Forms. The results were tabulated in MS Excel and the quantitative data analysis was performed with the IBM SPSS tool; descriptive and inferential statistics were applied and the correlation was obtained through Spearman’s coefficient. The findings highlighted that 61.39% of the respondents agree that the social network experiences of the restaurants influence their expectations; 47.5% react with likes and comments to the publications, and 63.4% recommend the restaurants thanks to the constant dissemination of their content. Finally, a significance level of less than 0.05 was obtained between the variables, demonstrating that one variable has a relationship with the other. The study concludes a moderate direct relationship between social networks as an inbound marketing strategy and the generation of digital experiences in the study group.
- Keywords
-
JEL Classification (Paper profile tab)M30, M31, M37
-
References60
-
Tables12
-
Figures2
-
- Figure 1. Influence of previous experiences presented in social networks of fast food restaurants on my expectations
- Figure 2. Participation in the publications made by the restaurants
-
- Table 1. Respondent profile (gender and age)
- Table 2. Respondent profile (gender and district of residence)
- Table 3. Respondents who reply with likes and comments to the content posted
- Table 4. Respondents who spend time reading a blog post and react favorably to it
- Table 5. Respondents who recommend the restaurants studied thanks to the dissemination of the contents
- Table 6. Respondents who have favorable expectations after viewing publications from restaurants
- Table 7. Respondents who are influenced in their purchase by interactions and recommendations
- Table 8. Number of people who obtain information about the restaurants studied through their social networks
- Table 9. Relationship between social media as an inbound strategy and experiential marketing
- Table 10. Relationship between social networks and experiential marketing
- Table 11. Relationship between blog services and experiential marketing among restaurant consumers in Lima
- Table 12. Relationship between recommended content and experiential marketing
-
- Adobe Analytics. (2020). Haz de la economía digital algo personal [Adobe digital economy index].
- Aguilera, M. (2016). La gestión de cuentas en la agencia de comunicaciones de marketing. Madrid: ESIC. (In Spanish).
- Aledavood, T., Lehmann, S., & Saramäki, J. (2018). Social network differences of chronotypes identified from mobile phone data. EPJ Data Science, 7(1), 46.
- Araujo Caraballo, G. (2016). Elementos del inbound marketing para optimizar el valor del cliente sucrense de las empresas telefónicas. Revista Investigación y Negocios, 9(13), 11-19. (In Spanish).
- Araújo, J. B. de, & Zilber, S. N. (2016). What factors lead companies to adopt social media in their processes: Proposal and test of a measurement model. Brazilian Business Review, 13(6), 260-290.
- Banerjee, S., & Rishika, R. (2015). The art of mistiming: How interruptions make mobile coupon campaigns effective. Journal of Direct, Data and Digital Marketing Practice, 17(2), 101-113.
- Brakus, J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
- Canedo, A., & Alejandra, X. (2017). Importancia de los sistemas informáticos en la toma de decisiones del marketing de las empresas afiliadas a la CAINCO Chuquisaca. Revista Investigación y Negocios, 10(16), 243-253. (In Spanish).
- Carballar, J. (2012). Social media. Marketing personal y profesional. Madrid: Editorial RC libros. (In Spanish).
- Carpio Maraza, A., Hancco Gomez, M. S., Cutipa Limache, A. M., & Flores Mamani, E. (2019). Estrategias del marketing viral y el posicionamiento de marca en los restaurantes turísticos de la Región de Puno. Comunicación, 10(1), 70-80. (In Spanish).
- Castilla Aguilar, C. L. (2019). Inbound marketing y proceso de ventas de la empresa Travelcan Perú (Master’s Thesis). (In Spanish). Universidad César Vallejo.
- Connolly, R., Scott, M., & DeLone, W. (2016). Corporate social media: understanding the impact of service quality & social value on customer behavior. The Journal of Social Media in Society, 5(2), 44-74.
- Cordova-Buiza, F., Urteaga-Arias, P. E., & Coral-Morante, J. A. (2022). Relationship between social networks and customer acquisition in the field of IT solutions. IBIMA Business Review, 2022, 631332.
- Dakouan, C., Benabdelouahed, R., & Anabir, H. (2019). Inbound marketing vs. outbound marketing: Independent or complementary strategies. Expert Journal of Marketing, 7(1), 1-6.
- Emamjome, F. F., Rabaa’i, A. A., Gable, G. G., & Bandara, W. (2013). Information quality in social media: a conceptual model. Proceedings of the 17th Pacific Asia Conference on Information Systems (PACIS) (pp. 1-12). Association for Information Systems (AIS).
- Enginkaya, E., & Yilmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia-Social and Behavioral Sciences, 148, 219-226.
- Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19(1), 1-19.
- Erdoğmuş, İ. E., & Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
- Euromonitor International. (2018). Pollo a la Brasa lidera mercado comida rápida peruano. Mercado negro. (In Spanish).
- Fiol, L. J. C., García, J. S., Tena, M. A. M., & Coll, S. F. (2012). La importancia de las comunidades virtuales para el análisis del valor de marca. El caso de Tripadvisor en Hong Kong y París. Papers de Turisme, 52, 89-115. (In Spanish).
- Gaber, H. R., & Wright, L. T. (2014). Fast-food advertising in social media. A case study on Facebook in Egypt. Journal of Business and Retail Management Research, 9(1), 52-63.
- Galvez-Torres, E., Cruz-Alfaro, M., Cespedes-Blanco, C., Raymundo, C., Mamani-Macedo, N., & Dominguez, F. (2020). B2B marketing method adapted to sales improvement through the implementation of ABC classification tool and inbound marketing in SMEs. In J. Kantola, S. Nazir, & V. Salminen (Eds.), Advances in Human Factors, Business Management and Leadership (pp. 167-173). Springer.
- Giraldo, J. F. M., Ossa, A. M. G., Cardona, M. R., & Vélez, C. H. (2016). Análisis de las estrategias para posicionar una marca gastronómica: Restaurantes del Barrio Provenza de Medellín. Escenarios: Empresa y territorio, 5(5), 72-90. (In Spanish).
- Hahn, I. S., Scherer, F. L., Basso, K., & Santos, M. B. dos. (2016). Consumer trust in and emotional response to advertisements on social media and their influence on brand evaluation. Brazilian Business Review, 13(4), 49-71.
- Hanaysha, J. (2016). The importance of social media advertisements in enhancing brand equity: A study on fast food restaurant industry in Malaysia. International Journal of Innovation, Management and Technology, 7(2), 46-51.
- Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. London: Routledge.
- Huancahuire-Vega, S., Newball-Noriega, E. E., Rojas-Humpire, R., Saintila, J., Rodriguez-Vásquez, M., Ruiz-Mamani, P. G., Morales-García, W. C., & White, M. (2021). Changes in eating habits and lifestyles in a Peruvian population during social isolation for the COVID-19 pandemic. Journal of Nutrition and Metabolism, 2021.
- Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.
- Hussain, K., Jing, F., & Parveen, K. (2018). How do foreigners perceive? Exploring foreign diners’ satisfaction with service quality of Chinese restaurants. Asia Pacific Journal of Tourism Research, 23(6), 613-625.
- Instituto Nacional de estadística e Informática. (2020). La población de Lima supera los nueve millones y medio de habitantes. (In Spanish).
- Jiang, S., Qian, X., Mei, T., & Fu, Y. (2016). Personalized travel sequence recommendation on multi-source big social media. IEEE Transactions on Big Data, 2(1), 43-56.
- Konishi, Y. (2019). Global value chain in services: The case of tourism in Japan. Journal of Southeast Asian Economies, 36(2), 183-203.
- Kotler, P. (2007). Marketing para Latino América (11th ed.). México-DF: Pearson Educación. (In Spanish).
- Laferrara, V., & Justel-Vázquez, S. (2021). The health crisis on Instagram: How the media are building their agenda on the visual social network during the COVID-19 pandemic. Tripodos, 1(47), 123-134.
- Laor, T. (2021). Amphibians: Media figures on social networks and traditional media in Israel. Israel Affairs, 27(3), 534-557.
- Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
- Mamani, L. A., & Núñez Manchego, M. A. (2020). Alineación de la metodología de Inbound Marketing con el proceso de decisión de compra en el sector de emprendimientos sostenibles (Bachelor’s Thesis). Pontificia Universidad Católica Del Perú. (In Spanish).
- Martínez-Guerrero, C. A. (2017). Uso de redes sociales en las revistas científicas de la Universidad de Los Andes, Venezuela. E-Ciencias de la Información, 8(1), 1-21. (In Spanish).
- Megargel, A., Shankararaman, V., & Reddy, S. K. (2018). Chapter 13 – Real-time inbound marketing: A use case for digital banking. In D. L. K. Chuen & R. Deng (Eds.), Handbook of Blockchain, Digital Finance, and Inclusion, 1 (pp. 311-328). Academic Press.
- Montañés, R., Aznar, R., Nogueras, S., Segura, P., Langarita, R., Meléndez, E., & Del Hoyo, R. (2018). Monitorización de social media. Procesamiento del Lenguaje Natural, 61, 177-180. (In Spanish).
- Nedaei, D., Khanzadi, P., Majidi, B., & Movaghar, A. (2018). Inbound e-marketing using neural network based visual and phonetic user experience analytics. 2018 4th International Conference on Web Research (ICWR) (pp. 12-18). IEEE.
- Ofir, C., & Simonson, I. (2007). The effect of stating expectations on customer satisfaction and shopping experience. Journal of Marketing Research, 44(1), 164-174.
- Palacios-Banda, M. A. (2018). La influencia de las redes sociales en la intención de compra de productos para bebés. Universidad Esan. (In Spanish).
- Palackal, A., Mbatia, P., Dzorgbo, D. -B., Duque, R. B., Ynalvez, M. A., & Shrum, W. M. (2011). Are mobile phones changing social networks? A longitudinal study of core networks in Kerala. New Media & Society, 13(3), 391-410.
- Palazón, M., Delgado, E., & Sicilia, M. (2014). El papel de las redes sociales como generadoras de “amor a la marca”. UCJC Business and Society Review (formerly known as Universia Business Review), 1(41). (In Spanish).
- Pimmer, C., Linxen, S., & Gröhbiel, U. (2012). Facebook as a learning tool? A case study on the appropriation of social network sites from mobile phones in developing countries. British Journal of Educational Technology, 43(5), 726-738.
- Pinedo, A. L. R. (2016). Una mirada a la interacción en las redes sociales. Avances en Psicología, 24(1), 51-57. (In Spanish).
- Priego Reyes, R., Martinez Prats, G., & Rodríguez Ocaña, M. (2021). La publicidad digital y el desafío de la saturación publicitaria para el empresario. Facultad de ciencias económica. Face, 2(1), 14-21. (In Spanish).
- Rancati, E., Codignola, F., & Capatina, A. (2015). Inbound and outbound marketing techniques: A comparison between Italian and Romanian pure players and click and mortar companies. Risk in the Contemporary Economy, 2(1), 232-238.
- Rojas, O. N. A., & Herrera, C. F. (2013). El papel de la experiencia previa y la justicia interpersonal en el sistema de recuperación del servicio tras un fallo. Revista Española de Investigación de Marketing ESIC, 17(2), 103-133. (In Spanish).
- Rozas, L., Castronuovo, L., Busse, P., Mus, S., Barnoya, J., Garrón, A., Tiscornia, M. V., & Guanieri, L. (2021). Data on the Facebook marketing strategies used by fast-food chains in four Latin American countries during the COVID-19 lockdowns. BMC Research Notes, 14(1).
- Ruano, L. E., Congote, E. L., & Torres, A. E. (2016). Comunicación e interacción por el uso de dispositivos tecnológicos y redes sociales virtuales en estudiantes universitarios. Revista Ibérica de Sistemas e Tecnologias de Informação, 19, 15-31. (In Spanish).
- Ruiz-Mafe, C., Chatzipanagiotou, K., & Curras-Perez, R. (2018). The role of emotions and conflicting online reviews on consumers’ purchase Intentions. Journal of Business Research, 89, 336-344.
- Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011.
- Salas, L. C., Acosta, M. M., & Jimenez, M. E. (2018). Importancia del marketing de atracción 2.0, en las pequeñas y medianas empresas de la ciudad de Guayaquil (Ecuador). Revista Espacios, 39(18). (In Spanish).
- Schmitt, B. (2006). Experiential marketing. Barcelona: Ediciones Deusto.
- Soegoto, S., & Simbolon, T. (2018). Inbound marketing as a strategy in digital advertising. IOP Conference Series: Materials Science and Engineering, 407(1), 012183.
- Tilleul, C. (2022). Young adults’ social network practices and the development of their media literacy competences: A quantitative study. Information Communication & Society.
- Vázquez-Herrero, J., Negreira-Rey, M., & López-García, X. (2022). Let’s dance the news! How the news media are adapting to the logic of TikTok. Journalism, 23(8), 1717-1735.
- Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085-1108.