The impact of social media on Lebanese cuisine restaurant’s brand loyalty in Lebanon

Abstract

Using social media to enhance customer-brand interactions has been hailed as a powerful tool for influencing consumer purchasing habits and loyalty. A lot of studies have investigated social media marketing and its effect on brand loyalty, but not enough attention has been paid to this particular issue in the Lebanese cuisine restaurants sector. The goal of this research is to examine the effect of social media marketing activities on brand loyalty for Lebanese cuisine restaurants specifically. Deductive reasoning is the method of choice for addressing the study's goal. For the sake of this research, the methodology's structure includes both descriptive design and quantitative approach. Specifically, responses from 20 Lebanese cuisine restaurants’ managers were obtained using survey questions that were sent to respondents via social media sites. There are favorable links between brand loyalty and the six social media marketing activities. The business is advised to concentrate more on the significance of interaction and word of mouth on social media sites. Followed by entertainment, promotion and customization. In addition, Instagram and Facebook need to be properly handled in order to draw and keep a bigger audience.