Online societal marketing strategy for small-medium restaurants in Helsinki
Michelizzi, Matteo (2017)
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Lataukset:
Michelizzi, Matteo
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017113018989
https://urn.fi/URN:NBN:fi:amk-2017113018989
Tiivistelmä
This thesis studies the combination of online and societal marketing from a hospitality business viewpoint. Consumer’s behaviour in relation to environment, sustainability, animal rights and/or health care have increase exponentially in the past few years. In addition, the way of communicating with companies have changed as internet and, specifically social media have reduced the gap between restaurants and customers. Thus, for restaurants it is now easier to follow up trends and have a better understanding of reality and what people want to eat. Therefore, marketing social values online can become a key strategy and a way to understand what matters to potential customers.
As Helsinki is the core of avant-garde hospitality businesses in Finland, it’s at the utmost importance to analyse the scene and find out what hospitality companies are emphasizing online in relation to social values. The primary goal of this work is to find out the role of hospitality business in Helsinki in terms of online societal marketing. For this study, only restaurants that are familiar with this topic have been chosen. The secondary goal is to discover what are their favourite channels for marketing social values.
Yet, the scope of this research is to collect data from chain restaurants and from small to medium businesses and understand how their strategies differ. Thus, this work aims to understand what actions of societal marketing are taken on the web and on social media in order to create an efficient strategy based on information provided during face-to-face interviews. Data collected from interviews will be combined with literature reviews and real-life examples of how social values and online marketing can work together.
Methodology chosen for this research is qualitative with an interpretivist position for an in-depth understanding of the matter. Thus, information was collected with recorded interviews which were transcribed afterwards.
As Helsinki is the core of avant-garde hospitality businesses in Finland, it’s at the utmost importance to analyse the scene and find out what hospitality companies are emphasizing online in relation to social values. The primary goal of this work is to find out the role of hospitality business in Helsinki in terms of online societal marketing. For this study, only restaurants that are familiar with this topic have been chosen. The secondary goal is to discover what are their favourite channels for marketing social values.
Yet, the scope of this research is to collect data from chain restaurants and from small to medium businesses and understand how their strategies differ. Thus, this work aims to understand what actions of societal marketing are taken on the web and on social media in order to create an efficient strategy based on information provided during face-to-face interviews. Data collected from interviews will be combined with literature reviews and real-life examples of how social values and online marketing can work together.
Methodology chosen for this research is qualitative with an interpretivist position for an in-depth understanding of the matter. Thus, information was collected with recorded interviews which were transcribed afterwards.