Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Food Service Brands
Shamsul Huq Bin Shahriar, M Sayeed Alam, Sayed Arafat
This study analyzes the transformation of marketing strategies from traditional to 'digital' and finds out the efficacy of 'Facebook' marketing for small or micro-enterprise brands; in the case of the restaurant industry. The study looks for the answers to questions such as How ‘Facebook' has changed the means of marketing in the case of small restaurant brands. Two restaurant brands were considered for the study. A qualitative case approach was adopted for the study. Major findings of the study have revealed that Facebook marketing is the direct, easiest and economical mode of communication with current and potential customers through 'Facebook page', to disseminate information regarding brand and services through 'Facebook posts', 'Comments' and 'Chats'; besides, to maintain rapid feedback service to customers' queries. In addition, through 'Facebook' activities i.e., an instance of 'Likes', 'Reviews', 'Check-ins', and 'Share', customers themselves ensue as a source for promoting the brands. Nevertheless, for these small or microbrands' Facebook Marketing, per se, it is an inexpensive technique for effective marketing; additionally, it fosters mutual relationships and increases the level of customer engagement.
Facebook, Facebook marketing, social media, Micro brands
Received 20 Jan 2019
Revised 26 Apr 2019
Accepted 27 Nov 2019