info:eu-repo/semantics/article
Inbound marketing strategy on social media and the generation of experiences in fast food consumers
Fecha
2023-05-23Registro en:
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Innovative Marketing
Autor
Vasquez Reyes, Boris John
Bravo Martinez, Fiorela Judith
Coral Morante, Jose Antonio
Cordova Buiza, Franklin
Institución
Resumen
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.