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CONCEPTUAL FRAMEWORK
Effective marketing strategy
Source of information
Food Blogs
Theoretical framework
Affect consumer’s decision
Evaluation of food blogs as an effective marketing strategy
How effective food blogs as marketing strategy in selected restaurants
Blogs are kind of personal web sites which consist of brief text, links, images, and with reader comments that organized in reverse chronological order. Almost over 1.2 million entries of blogs are posted per day in web [20] through the communication processes that exchange comments among blogs.
Food blogging typically represents gourmet interest in cooking; it is part of a wider advance in forms of writing about food [12]. The person who did the food blogging is known as food blogger. Food bloggers tend to write about travel and restaurants including home personal food diaries and their own recipes [4]. Although many food bloggers are most likely to be seen as hobby, but some could be seen as amateur pursuits. Both hobbyist and amateur could have a commercial public in which they are equivalents in the media, newspapers, books, and TV [5].
Figure 1.0
The paradigm shows the process that we need to gathered for these research. Its shows, what is the effective marketing strategy needed in the restaurant. Data needed for this study is the food blogs are the basis of source of information’s of the customers and this will be the guideline of consumer to their selecting decision. This study will be conducted in selected restaurants at Bonifacio Global City in Taguig.
Food bloggers are not only using blogs as their means to share their food experiences, they also use social media, specifically Instagram. Instagram is an online mobile photo-sharing and becomes one of food bloggers’ tools to share food experience.
With the easy access of Instagram, users easily follow and see directly the food bloggers’ posts in their own timeline; it makes everyone crave more when they saw the photos (food). This tool can be used by the management of every restaurant as their marketing strategies to get the attention and interest of every customer. Food bloggers become the new influences in terms of food marketing industry. Different managements are taking this opportunity by inviting some food bloggers to their restaurant with the purpose of reviewing their menus, as well as their food production.
Scope and Delimitation of the study
Significance of the Study
For years, blogs are widely used as an online journal by individuals. The blogs share one purpose – knowledge sharing. The benefit of blogs toward organizations remains unclear.
This study will attempt to measure the following:
1. Discover the potential of blogs in becoming a marketing strategy in restaurants industry.
2. Determine the consumers’ source of information when it comes to food industry.
3. Know how food blogs affect consumers’ decision in selecting a restaurant.
4. Identify how effective food blogs as a marketing strategy in a restaurants
People nowadays can categorize as modern human beings, for they are free to use different inventions like cell phones, computers, etc. With the use of internet they can easily access to different social media. Consumers are participating in variety of activities, from consuming content to sharing knowledge, experiences, opinions, and involved in discussion with other consumers online. Most of the people nowadays, especially the youth, are focusing their attention into social media rather than reading books or magazines, because they sees books or reading materials as a little bit boring compare to surf the internet. Social media are the primary tools in advertising and promoting their product. Food blogs is now trend tools for using to marketing strategies.
The focus of this study is to identify the food blogs as marketing strategy in selected restaurants located at Bonifacio Global City in Taguig. The main reason to conduct this study is for the research to gain first-hand information regarding the effectiveness of food blogs as marketing strategy in restaurant.
The target respondent of the researcher will use are the management of the restaurants and the customers of selected restaurant at Bonifacio Global City in Taguig. That will compose of 100 respondents. And this research will be prepared in the year 2016.
A blog is a new marketing tool and should be respected as one. It provides an opportunity to discuss a topic in-depth. It’s a place where you can offer explanations and suggestions, demonstrate how-to show thought leadership and generously offer useful content for readers. This can tell us a lot about industries, customers and prospects; what we should be doing more of and what we should do less of.
STATEMENT OF
THE PROBLEM
The main purpose of this study is to know that food blogs as an effective marketing strategy in selected restaurant at Bonifacio Globa City as percioeved by the Management and Customers.
The following specific problems were raised.
1. What is the most common used marketing strategy in selected restaurants BGC in Taguig?
2. What is the perception of customers about food blogs as an effective marketing strategy in selected restaurants at BGC in Taguig?
3. How food blogs affect the customer’s decision to select restaurants or products?
4. How food blogs help as consumers’ source of information when it comes to food industry?
5. How effective food blogs as marketing strategy in selected restaurants at Bonifacio Global City in Taguig as perceived by the management and customers?
Bloggers do not only produce content to post on their blogs, but also build social relations with their readers and other bloggers. The purpose of the blogger is to write about what they have experienced in a restaurant or in one product. In that way, bloggers share their own experience to the readers so that readers can have an idea regarding the restaurant and the product.