THE EFFECTIVENESS OF SOCIAL MEDIA IN INCREASING ACTIVE PARTICIPATION IN FAST FOOD RESTAURANT: FACEBOOK AND TWITTER. PART 1: INTRODUCTION
This chapter introduces the effectiveness of social media from the customer perspective towards the organization. The uses of social media like Facebook and Twitter in increasing active participation in the foodservice industry are discussed. 1.1 Background of Study
Recently, the social network becomes the global phenomena with many people connected either for their social life, business, entertainment, education and other purpose. The technology and the internet can contribute to the business product and services. Internet technologies allow easy information sharing and communication beyond geographical and limit time (Essi, Petri & Tuuli, 2013). Besides, the Internet has transformed the communication, allowing individuals and organizations to overcome geographical and time constraints (Harris & Rae, 2009). It has the opportunity for customer relationship in order to improve the product and services. According to Ziqiong et al, (2010) through the popularity of online it is importance because it may reflect the potential of demand of product and services in the future. In order to build special relationships with their customers, most of the businesses including food and beverages industry engage with social networking. There have variety of online service for users that offer by the social media able to communicate with others which is result in a completely too new communication style. The marketing opportunities offered by Facebook and Twitter which are the two most popular social networking sites, make companies more effective in doing their business. Many companies create this unique social media in order to build relationship of the potential customer with their product and service brand (Juhee et al, 2013). According to Lu et al, (n.d) Facebook is more efficient because of their characteristic such as...
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