Student Research

A Comparative Analysis of Restaurants’ Business-to-Consumer Communication Strategies on Facebook, Twitter, and Weibo

Social media is widely used by many chain restaurants all over the world as a tool for executing marketing strategies. This proposed study attempts to compare restaurants’ marketing campaigns on Facebook, Twitter, and Weibo (Chinese version of Twitter), the three leading social networking sites for Chinese and non-Chinese speaking markets. This study analyzes marketing messages sent on these three platforms and compares differences in customer reactions and feedbacks. These findings will help chain restaurant managers improve the effectiveness of their communications with customers via social media as well as the effectiveness of their social media marketing campaigns.


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