1554566028_litretaurereview (1)

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Higher-Education Faculty Assignment Cover Sheet Subject Business research Subject Code and Group HI6008 Group1 □ Group 2 □ Group3 □ Group 4 □ Lecturer Paul Ryder Assignment Title The advantages and disadvantages of the social networking in restaurant business Due date 18 January Submission Date 20 January Contact details Student’s name Telephone No Student Email: STUDENT/S PLEASE NOTE : I/We certify that: 1. This assignment is my/our work . I/we acknowledged and disclosed fully any assistance received in its preparation and cited any sources from which I/we used data, ideas, words, either quoted directly or paraphrased. 2. This assignment was prepared by me/us specifically and only for this subject. 3. This assignment has successfully been submitted to the FINAL CHECK via Safe Assign/Blackboard and the Safe Assign report is attached to this assignment. ►Student name: Ramesh bahadur shahi Signature: Ramesh Nischal Basnet Signature: Nischal Sahil Negi Signature: Sahil 4. This assignment is identical with the work submitted via SafeAssign/Blackboard. Student name/s Student number Signature 1

This cover sheet and the SafeAssign Paper Information must both be attached to your assignment. -------------------------------Cut off here and keep submission receipt------------------------------ Date: Staff Name Signature Subject: Subject Code: Student name/s Student number Signature Table of contents Titles Page NO. Literature review 1. Introduction 2. Statement of research problem and question 3. Body 3.1.Social networking brand awareness and profitability of company 3.2.Business adopting social networking marketing strategy 3.3.Social networking cost expenses & Risk involved 3 4-5 5-10 5-6 7-8 8-9 4. Conclusion 5. Who write what 10-11 11 4.References 12-15 2

1. Introduction Social networking is increasing an immense consideration for the business as it shows the marketing opportunities that does not limits with traditional way of communication but also company can legitimately connect with the customer (Rooney, 2011). The main goal of the Marketing communication is to build up a communication with the potential consumer and to create an intention within consumer to purchase a product (Singh et al., 2017). Social networking has become the main source for recruiting the potential candidates and has increases the visibility through accepting the unique customer into consideration (Lewis et al., 2015). Social media has become the supply of an improvement for the companies brand to that level that one’s preference could increase the graph of the sales through email, facebook and instagram group chat, product description page and likes and share in those pages. At the point when the likes and share don’t measure up they add some extra effort or completely erase their social page, convinced that a selling technique that has no utilization (Kuofie, 2015). This chapter reviews and evaluate different hypotheses and models, and bits of proof are gathered on the side of the research questions. There are numerous advantages of online networking that are enjoyed by web-based business and such advantages open doors for the business yet there are potential difficulties that might have immense effects over the business (Kim and Kim 2018). Alongside different proof on the side of the research question differentiating perspectives will be considered here identified with the given research area. Various opinions will be considered here to make the exploration simpler and to get to the conclusion 3

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2. Statement of Research problems and questions According to Nandagopal (2013), companies are using facebook as a tools to achieve a particular measure of scale through the a specific statistic (age, demographic, interest), this amount of money isn't wasted on random targeting. However, the return on investment is higher concern for every business, as it may cost huge to them. (Lacho, 2010) agree with the Nandagopal statement, entrepreneurs may rely on the way the business has been promoted product or service to the market. However, it cannot unnoticed that, there is always a spamming and risk involve through Facebookand various social networking sites. Gobal issues is one of the main concern which are on the rise as the restaurants keep on using social networking to run their businesses. Social Networking gives customers various options from ordering food online, quick service to discounts offers and many more, but it also give access to the consumer to share their bad experience and give rating for the service provided to the business which also affects the revenue of the Restaurants (How Social Media Can Ruin a Restaurant Business, 2019) . It gives rise to another global issue among the competitors while using social network for their restaurants to build a social supremacy (Klein, 2019) . To do so, every competitor gives various offers to consumers like discounts or free food and vouchers to attract more customers and compete which not only make business hard for the owners but also impact on consumers as it becomes very difficult and complex for the customer to choose and decide as well as they doubt on the quality of the food and service a they in low price. 4

Nowadays, food business is using more chemical to make food look more beautiful and share them through social networking to attract more customer, it also give rise to food probe illness issues. , if a restaurant found guilty under the laws prescribed by the Food Safety Handling Department then might be restaurant needs to close its operations as consequence. However, in third world country like India, Nepal, Pakistan or many more the is problem is so huge as there the laws are not that much strict which is why the Issue of Food Probe illness is so huge and increasing globally. Though it seems very easy to promote and run the restaurant through Social Networking, but it is not in actual. 3. Literature review 3.1.Social networking brand awareness and profitability of company 100 largest companies on fortune 500 list and 86% of the companies are using the social networking sites and 28% of them are four major platform where twitter was most famous with 65% company using it (Burson-Marsteller, 2010, cited in Singh et al., 2017) Customer service responsibility and brand equity is a different side of same coin. CSR of restaurant has been advertising through social media marketing to aware customer how they are involved with society and what they give back to them. Since customer first interaction with a restaurant brand are with the employees in the front line, food and employment related CSR practice are the most effective way for a restaurant to uplift the brand reputation. For instance, fair traded coffee beans from Starbucks might urge customer to extend that CSR image to the taste and quality of the Starbucks product Customer often likes to take advantage of engaging with the company and coordinated effort, which leads to brand awareness through social media marketing (Barwise and 5

Meehan, 2010). For example, MacDonald involve customer through the charity project. In a consumer survey, 20% of the responded said they were buying specific product because there was a cause associated with it (Roy & Bergold, 2011). Thus company profit got hiked to some extend for that particular period of time. The profit of the new product in the market depends on how the company market its product in a very innovative way. And how the brand awareness and offers will increase company profitable share. Thus brand name and what brand represents is the restaurant most essential elements for success (Kim & Hong-Bumm, 2004). Restaurant customers can check the menus and new advertisement while settling on a choice to reserve a spot, visit an eatery, or place orders by means of an organization's social network (Kasavana, 2008). Regardless of the vagueness of marketing by utilizing social media, online networking is advantageous because despite everything it has advantages, favourable circumstances, and prizes. For example, benefits arise by providing the brand awareness, and breaking into new markets at a diminished expense because of control of e-word of mouth (Solis, 2010). 6

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3.2. Social networking marketing strategy Social media has given an opportunity to organizations to get a handle on the chance to utilize the opportunity in which it gives. For instance, social media makes it possible for business to connect with their clients in timely and direct manner in contrast with other conventional communication tools. This is the reason behind why web-based social networking has worked for organizations of all sizes extending from little to huge (Kaplan and Haenlein, 2010) Social media are networking is groundbreaking web-based applications in online marketing. Organizations use web-based social networking to frame online networks to (1) form new plans of action that incorporate another item advertising channel (Chung and Buhalis, 2008; Ulusu, 2010; Yang et al., 2008), and (2) form solid associations with shoppers by conquering impediments of time and spot (Bolotaeva and Cata, 2010; Sigala, 2003). As another advertising channel, online networks enable advertisers to (a) accumulate data about potential or current purchasers from their profiles, (b) construe buyers' needs and inclinations dependent on their history of network use, and (c) acquire direct answers from shoppers (Sigala, 2003). According to Pavel (2015), more than 1.74 billion users are active in social media and 53% of the marketers are using social media as two-way communication and engagement tools. Social networking can bring opportunities since it tends to be powerful devices intelligent methods for correspondence, informing as tweets, Facebook post, and websites (Chang et al., 2015; Culnan et al., 2010). Advertisers can accomplish a significant level of customization by checking content posted by network individuals and can acquire a top to bottom comprehension of every purchaser's needs, utilizing this data to grow new 12 products or services. This causes advertisers to publicize their new offering to focus buyers (Chung and Buhalis, 2008). Advertisers see online networks as compelling tools for 7

building solid relationship with customer. These connections can be improved further by the idea of ―Website stickiness. The stickiness of a website is characterized as its capacity to draw and hold shoppers by making purchaser esteem, for example, loyalty rewards, customized or personalized items or services, and trust (Zott, Amit, and Donlevey, 2000). Site stickiness can urge shoppers to communicate even more regularly with different individuals from the online network and with the organization (Sigala, 2003). Social media provides with the capacity to deal with the reputation of an eatery by a neighbourly and close exchange with potential clients: Most significant is the individual brand store in the relationship or the cost of items or administrations in the hospitality business. Being ready to straightforwardly impact the brand is an open way to competitive advantage (Lavidge and Steiner, 1961). Therefore, utilizing online social networking showcasing could be the open doors for the business. 3.3. Social networking cost expenses and potential risk It’s important for the company to communicate with the customer when the new product come into market and need to convey to target market. However, it could confront the failure if business neglects to target the audience. According to singh (2012) "A normal TV commercial costs anyplace between $30,000 to $300000 to make a digital campaign and with the video it can be expensive and can cross a couple of thousand dollar ". He said once who find the targe audience, we can easily promote product but its difficult to maintain a promotions without an expense. The return on investment is one of the primary problems; not the inconceivability of return of investment, yet the struggle of estimating such return. It is anything but difficult to measure the expense of the utilization of social networks yet evaluating how a lot of advantage is given by a customer enlisted through a social network at a given time is 8

troublesome and, particularly, changes relying upon the season and the financial practicality of the client. The bi-directionality is an advantage and may likewise turn into an issue if the information sources got from clients become basic or malignant activities (Lee and Jang, 2011). In this way, social media is the degree for enterprise and the client to fulfill up for the affiliation, which might be the open doors for commercial enterprise to enhance their services. Subsequently, it reasons purchaser to fulfil which lead to pull in new and preserve current patron and manufacture true business courting among Enterprise Company and customer. Even though social networking gives organizations different advertising opportunities by empowering them to construct online networks, negative results may emerge as to security or risk concerns. Social media urge individuals to give individual data. Sometimes, nonetheless, individuals may neglect to consider potential dangers, for example, unveiling their private information to general society. Information’s like contact information, age, and other explicit data can be abused or can result in identity theft by representatives or third- party offshore companies (Han and Maclaurin, 2002). For instance, people use social media marketing to communicate with other people through Facebook, twitter which might sometimes get hacked to get the private data. The return on investment is one of the primary problems; not the inconceivability of return of investment, yet the struggle of estimating such return. It is anything but difficult to measure the expense of the utilization of social networks yet evaluating how a lot of advantage is given by a customer enlisted through a social network at a given time is troublesome and, particularly, changes relying upon the season and the financial practicality of the client. The bi-directionality is an advantage and may likewise turn into an issue if the information sources got from clients become basic or malignant activities (Lee and Jang, 2011). 9

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1. Conclusion To conclude through a literature review, the fundamental use of social media by restaurants is to promote their items and services, to improve sales, and to supplement the HR area. To start with, the restaurants utilise social media to connect with potential clients in a bi- directional way - rapidly, efficiently, and with the capacity to offer a warm greeting to an intended interest group, which is recognized as an advantage. Conversely, the potential disadvantages of potential pernicious activity by a client on social networks and the trouble of estimating the return on investment in the management of social networks can be experienced . Brand exposure is expanded when a restaurant arranges and makes relations. Drawing in with different people makes your business noticeable to your crowd and subsequently has the chance to reach ambiguous number of clients. Restaurant arranges and makes relations. Drawing in with different people makes your business noticeable to your crowd and subsequently has the chance to reach ambiguous number of clients. Next, the utilization of social networks by restaurants gives access to another method for marketing their items, for example, social shopping through discount bonds organization like - UBER Eats, Menu log. The fundamental issues featured are: the probability of suffering the disadvantage because of a misguided rebate conspire and endeavours to moderate these misfortunes with over deals, which can cause client disappointment and 10

ensuing negative reviews. In this way, organizations must decide the ideal parameters of an advertising plan as to and time as there is no monetary advantage anticipated. Most studies has carried out in social technology but, the studies to assess how the subculture influences the diffusion and adaption of social media technology in rural has no longer been executed yet (Lekhanya, 2013). He in addition indicates that rural enterprises tend to have weaker era adaption than the city regions. This seems to be the distance for this enterprise research, not likely, which has no longer been cope with in maximum of the literature evaluated. Who wrote what Each team member was responsible for the contribution of the research. We have discuss earlier about who will be doing particular parts for the report. We came to conclusion that each of us will write at least 1000 of literature review and will be combined whole as a one project. We met in college after the lecture every week to discuss about the progress of the project. Therefore, Ramesh has written 1000 word of literature review and is responsible for collecting reports from other member to combine and submit online. He has also edited the project if there was any error found in fonts, grammars, and references e.t.c. He also describes who wrote which part. Where as sahil, has contributed toward the literature review and as well as highlighted research problems and questions in detail. Lastly Nischal wrote literature review and also draws the conclusion of the research and explained about some of the research findings. He also wrote the introduction of the project where he gave a briefing about the social networking pros and cons of restaurant business. 11

Reference  Bolotaeva, V., & Cata, T. (2010).Marketing opportunities with social networks. Retrieved from http://www.ibimapublishing.com/journals/JISNVC/2009/109111.pdf  Burson-Marsteller, 2010, “ Social media and the Fortune 500: how the Fortune 500 uses, perceives and measures social media as a marketing tool, Cited in Singh et al. (2017) Social Media Marketing: The New Revolution in Business Engagement, Journal of Marketing Vistas ; Hyderabad Vol. 7, no 2 , pp 29-40.  Chung, J. Y., & Buhalis, D, 2008, “Information needs in online social networks”, Information Technology & Tourism , vol10, pp 267-281  Dholakia, U. M., Blazevic, V., Wiertz, C., & Algsheimer, R. (2009). Communal service delivery: How customers benefit from participation in firm-hosted virtual P3 communities. Journal of Service Research, 12 (2), 208-226.  Han, P., & Maclaurin, A. (2002). Do consumers really care about online privacy? Marketing Management, 11 (1), 35-38.  How Social Media Can Ruin a Restaurant Business. (2019, Oct 1). From Flattech: https://www.flattech.com/au/blog/how-social-media-can-ruin-a-restaurant-business/  Kasavana, M. L. (2008). The convergence of self-service technology. Hospitality Upgrade Magazine. Retrieved from  http://www.hospitalityupgrade.com/_magazine/magazine_Detail.asp?ID=278  Lacho et al (2010), HOW SMALL BUSINESS OWNERS CAN USE SOCIAL NETWORKING TO PROMOTE THEIR BUSINESS, The Entrepreneurial Executive; Arden Vol. 15, (2010): 127-133. 12

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 Kim, N. and Kim, W., (2018). Do your social media lead you to make social deal purchases? Consumer-generated social referrals for sales via social commerce. International Journal of Information Management , 39 , pp.38-48.  Kim, N. and Kim, W., (2018), Measuring Customer-based Restaurant Brand Equity: Investigating the Relationship between Brand Equity and Firms' Performance, Kim, Woo Gon; Hong-Bumm, Kim. Cornell Hotel and Restaurant Administration Quarterly; Ithaca Vol. 45, no 2, 1pp15-131.  Klein, D (2019), Restaurants Battle for Social Media Supremacy, qsrmagazine, retrieved from https://www.qsrmagazine.com/customer-experience/restaurants-battle- social-media-supremacy  Lavidge, R. J. & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. The Journal of Marketing, 59-62  Lee, E. J. & Jang, J. W. (2011). Not so imaginary interpersonal contact with public figures on social network sites: How affiliative tendency moderates its effects. Communication Research, 0093650211431579.  Lewis et al., (2015) A critical analysis of the implementation of social networking as an e-recruitment tool within security enterprises, Cogent Business & Management; Abingdon Vol. 2, Iss. 1,  Lin, S, 2016 “Understanding corporate social responsibility and brand equity: An investigation of restaurant brand attributes and customer traits , ProQuest Dissertations Publishing , retrieved from https://search.proquest.com/businesspremium/docview/1854895778/F5C127A4C4024 7A9PQ/1?accountid=30552  Kufetia et al. (2017). An Overview of Social Media for Marketing. International Journal of Global Business; Beverly Hills Vol. 8, Iss. 2, pp 65-82. 13

 Nandagopal rajan (2013), Sold on Facebook: Small businesses can use the social networking site to enormous advantage, business today  Preece, J. (2000). Online communities: Desingning usability, supporting sociability. Chichester: Wiley.  Preece, J. (2001). Sociability and usability in online communities: Determining and measuring success. Behavior & Information technology, 20 (5), 347-356.  Richter A, Koch M. Social software (2007), status quo und Zukunft. Technischer  Rooney, J. (2011), Loyalty innovation, now an "organic" campaign, Advertising Age, vol, 82, no13, pp16  Roy, T & bergold, Jr, 2011, “When operators are fully committed to cause marketing, brands become an everyday part of consumers’ lives. McDonald's did it. So can you”. Retrieved from https://www.qsrmagazine.com/being-mr  Sigala, M. (2003). Developing and benchmarking Internet marketing strategies in the hotel sector in Greece. Journal of Hospitality & Tourism Research, 27 (4), 375-401.  Singh et al. (2017), Social Media Marketing: The New Revolution in Business Engagement Journal of Marketing Vistas; Hyderabad Vol. 7, no. 2, pp. 29-40.  Solis, Bryan (2010) Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web age. Hoboken, NJ: John Wiley and Sons .  Wang, Y. C., & Fesenmaier, D. (2004a). Towards understanding members‘general participation in and active contribution to an online travel community. Tourism Management, 25 (6), 709-722. 14

 Zott, C., Amit, R., & Donlevey, J. (2000). Strategies for value creation in E-commerce: Best practice in Europe. European Management Journal, 18 (5), 463-475. 15

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