TikTok as a new marketing channel for GastroBar Saimaa
Nguyen, Anh; Dinh, Hanh (2022)
Nguyen, Anh
Dinh, Hanh
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121930903
https://urn.fi/URN:NBN:fi:amk-2022121930903
Tiivistelmä
Businesses in the food and beverage industry are progressively turning to social media as their primary channel of communication. Witnessing the dramatic growth in terms of new user accounts and the expansion of TikTok platform, the authors committed to work on a project that is building a TikTok channel for GastroBar Saimaa.
GastroBar Saimaa is a practical study organization at LAB University of Applied Sciences, Lappeenranta campus, where students of the hospitality management faculty can learn about the operation of restaurants, implement, and challenge themselves in various experience. This practice-based thesis aims to explore how a valuable marketing plan for the TikTok channel can boost the development of GastroBar Saimaa and expand its current marketing profession.
The thesis is mainly divided into two parts: theoretical and empirical, beginning with a summary of the study background, study objectives, scope of the study, and thesis structure. The authors conducted the study based on the credible foundations of digital marketing, social media marketing and its integrant to inform the development of marketing analysis and planning tools. The study was carried out utilizing qualitative research approaches, utilizing primary and secondary sources of data. Online questionnaires were the primary source of information used in this study. Following the collection and examination of relevant data, an appropriate marketing strategy for GastroBar Saimaa's TikTok channel was developed.
During the development stage, the primary focus was placed on formulating a TikTok marketing action plan that was tailored to the requirements of GastroBar Saimaa. The authors believe that this study will offer practical knowledge on social media marketing that will benefit students at LAB University of Applied Sciences in their future academic research.
GastroBar Saimaa is a practical study organization at LAB University of Applied Sciences, Lappeenranta campus, where students of the hospitality management faculty can learn about the operation of restaurants, implement, and challenge themselves in various experience. This practice-based thesis aims to explore how a valuable marketing plan for the TikTok channel can boost the development of GastroBar Saimaa and expand its current marketing profession.
The thesis is mainly divided into two parts: theoretical and empirical, beginning with a summary of the study background, study objectives, scope of the study, and thesis structure. The authors conducted the study based on the credible foundations of digital marketing, social media marketing and its integrant to inform the development of marketing analysis and planning tools. The study was carried out utilizing qualitative research approaches, utilizing primary and secondary sources of data. Online questionnaires were the primary source of information used in this study. Following the collection and examination of relevant data, an appropriate marketing strategy for GastroBar Saimaa's TikTok channel was developed.
During the development stage, the primary focus was placed on formulating a TikTok marketing action plan that was tailored to the requirements of GastroBar Saimaa. The authors believe that this study will offer practical knowledge on social media marketing that will benefit students at LAB University of Applied Sciences in their future academic research.