Social Media Marketing Features and Empirical Studies in the Fast Food Industry Context: A Literature Review and a New Window for Future Promotion
Keywords:
Social Media Marketing; Features and Empirical Studies; Fast Food Industry
Abstract
The fast food industry is a major player in the global economy. In 2020, the global fast-food market size was $125.05 billion, and it is projected to reach $137.74 billion in 2021 and grow to $1,467.04 billion by 2028. Social media plays a significant role in promoting this industry due to its size. This study aimed to identify the features of social media marketing commonly used to promote products and services and to explore which of these features was tested in empirical studies in the fast-food industry. The study used a qualitative approach, analyzing existing literature. The results revealed that advertising, sales promotion, generated content (firm and user), and e-word of mouth are commonly used in social media marketing. However, only two of these features have been tested more extensively in the latest empirical studies of the fast-food industry. These were advertising and sales promotion. Thus, this study suggests that more empirical studies should be conducted to understand the effect of all social media marketing features on customer intention within the fast-food industry. It potentially opens new windows for industry promotion.
References
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Celine, A. R. C. A. (2012). Social Media Marketing benefits for businesses. Why and how should every business create and develop its Social Media Sites. [Master Thesis]. Aalborg University.
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Egbulefu, C. C., & Nwaoboli, E. P. (2023). Political digital advertising: Implications and way forward for Nigeria's 2023 general elections. KIU Interdisciplinary Journal of Humanities and Social Sciences, 4(1), 331-349.
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Fan, X. (2023). Social Media Marketing Strategies. Proceedings of the 2023 International Conference on Management Research and Economic Development 10.54254/2754-1169/23/20230353.
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Hanaysha, J. R. (2022b). Exploring the impact of social media marketing features on purchase intention in the fast-food industry. Metamorphosis, 21(2), 75-85. https://doi.org/10.1177/0972622522109879 .
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52. https://doi.org/10.1002/dir.1007.
Herawati, A. F., Yusuf, M., Cakranegara, P. A., Sampe, F., & Haryono, A. (2024). Social Media Marketing In The Promotion Of Incubator Business Programs. Jurnal Darma Agung, 30(2), 623-633.
Hindi, Z., Belfakira, C., Lafram, A., Bikri, S., Benayad, A., El Bilali, H., ... & Aboussaleh, Y. (2024). Exploring food consumption patterns in the province of Kenitra, Northwest of Morocco. BMC Public Health, 24(1), 1899. https://doi.org/10.1186/s12889-024-19335-7.
Hussain, K., Fayyaz, M. S., Shamim, A., Abbasi, A. Z., Malik, S. J., & Abid, M. F. (2024). Attitude, repurchase intention and brand loyalty toward halal cosmetics. Journal of Islamic Marketing, 15(2), 293-313.
Icha, O. (2015). Effectiveness of social media networks as a strategic tool for organizational marketing management. J Internet Bank Commer, S2.
Jayathunga, V. K., Tham, J., & Khatibi, A. (2024). Effect of social media marketing communication on customer behavioral Intention of fast-food restaurant chain customers in Sri Lanka: Brand image as a Mediator. Educational Administration: Theory and Practice, 30(5), 11975-11987.
Jayathunga, V. K., Tham, J., & Khatibi, A. (2024b). The Influence of Social Media Promotions and User-Generated Content on Customer Intentions to Boost Fast-Food Sales in Sri Lanka: The Mediating Role of Brand Image. Nanotechnology Perceptions, 375-393.
Kaur, G. (2015). Analysis of sales promotion strategies. South Asian Journal of Marketing & Management Research, 5(3), 99-106.
Khanom, M. T. (2023). Using social media marketing in the digital era: A necessity or a choice. International Journal of Research in Business and Social Science (2147-4478), 12(3), 88-98.
Kim, K., Chung, T. L. D., & Fiore, A. M. (2023). The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions. Journal of Retailing and Consumer Services, 70, 103159.
Kotler, P. & Keller, K. L. (2012). Marketing Management. 13th edition. New Jersey:
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of marketing, 80(1), 7-25. https://doi.org/10.1509/jm.14.0249.
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Manap, K. A., & Adzharudin, N. A. (2013, January). The role of user generated content (UGC) in social media for tourism sector. In The 2013 WEI international academic conference proceedings (Vol. 7, No. 1, pp. 52-58).
Manju, T., Tarofder, A. K., & Azam, F. (2024). Does Gender Moderate the Mediating Effects of Public Opinion on Relationships Between Media Polarization and Voter Intention? A Simple Question and a Complex Answer. Revista De Gestão Social E Ambiental, 18(6), e05341. https://doi.org/10.24857/rgsa.v18n6-020.
Manju, T., Tarofder, A. K., & Azam, S. M. F. (2023a). Modern Validity of Historical Factors on Voter Intention and Its Basic Patterns in Sri Lanka. International Journal of Social Science Research and Review, 6(4), 104-122. https://doi.org/10.47814/ijssrr.v6i4.1075.
Manju, T., Tarofder, A. K., & Azam, S. M. F. (2023b). The Effects of Media Ownership Patterns on Public Opinion towards Voter Intention. Migration Letters, 20(S4), 298-325. https://migrationletters.com/index.php/ml/article/view/3853.
Martinus, H., & Anggraini, L. (2018). The effect of sales promotion in social media on the students: Purchase intention of face cleaner water product. Humaniora, 9(1), 15-22. Nusantara University. https://doi.org/10.21512/humaniora.v9i1.4101.
Ngozika, E. B., & Ifeanyi, O. E. (2018). A review on fast foods and family lifestyle. Int J Curr Res Biol Med, 3(4), 26-30. http://dx.doi.org/10.22192/ijcrbm.2018.03.04.006.
Nirmani, H., Gayathree, P. K., & Kumara, S. U. (2017). Fast food consumption behaviour of Sri Lankans: With special reference to Gampaha and Colombo districts. Sri Lanka Journal of Marketing, 3(1), 46-54.
Nisansala, P. H. C., & Rathnasiri, M. S. H. (2022). Impact of social media marketing on fast-food purchase intention among generation y consumers: with special reference to the western province in Sri Lanka. 3rd Iinternational conference on marketing management. Sri Lanka Institute of Marketing.
Poturak, M., & Turkyilmaz, M. (2018). The impact of eWOM in social media on consumer purchase decisions: A comparative study between Romanian and Bosnian consumers. Management and Economics Review, 3(2), 138-160.
Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302-330.
Regina Shwastika, K. K. (2021). The Effect of Brand Awareness, Social Media Marketing, Perceived Quality, Hedonic Motivation, and Sales Promotion Towards Consumers Intention To Purchase in Fashion Industry. Advances in Social Science, Education and Humanities Research, 1-9. https://10.2991/assehr.k.210805.004.
Richins, M.L., and Root-Shaffer, T. (1988). The role of involvement and opinion leadership in consumer wordof-mouth: An implicit model made explicit. Advances in Consumer Research, 15, 32–36.
Romadhoni, B., Akhmad, A., Naldah, N., & Rossanty, N. P. E. (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. Journal of Accounting and Finance Management, 4(1), 74-86. https://doi.org/10.38035/jafm.v4i1.194.
Sajid, S. I. (2016). Social media and its role in marketing. Business and Economics Journal, 07(01). https://doi.org/10.4172/2151-6219.1000203.
Separamadu, H. N., Lakchan, V. A. S. M, Jayasinghe, M. A. N. D, Dharmagunawardhana, P.V. M. S. D., Samarasinghe, H. M. U. S. R. & Rathnayake, Rathnayake R. M. N. M. (2021). The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District. Global journal of management and business research: E marketing, 21(1), Global Journals.
Shaikh, T. A. (2024). Understanding The Emergence and Impact of Social Media Platforms. IOSR Journal of Humanities and Social Science (IOSR-JHSS), 29(4), 26-30.
Sharma, P., Srivastava, A., Sharma, V., Singh, N., & Nijjer, S. (2024). Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market. Journal of Retailing and Consumer Services, 76, 103570.
Slack, N. J., Singh, G., Ali, J., Lata, R., Mudaliar, K., & Swamy, Y. (2021). Influence of fast-food restaurant service quality and its dimensions on customer perceived value, satisfaction and behavioural intentions. British Food Journal, 123(4), 1324-1344. https://doi.org/10.1108/BFJ-09-2020-0771.
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Published
2024-11-02
How to Cite
Jayathunga, V. K., Tham, J., & Khatibi, A. (2024). Social Media Marketing Features and Empirical Studies in the Fast Food Industry Context: A Literature Review and a New Window for Future Promotion. International Journal of Social Science Research and Review, 7(11), 1-10. https://doi.org/10.47814/ijssrr.v7i11.2400
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Main Articles
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