Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Foodservice Brands

Authors

  • Shamsul Huq Bin Shahriar Enroute International Limited, Dhaka, Bangladesh
  • M Sayeed Alam Department of Business Administration, East West University
  • Sayed Arafat University of Dhaka

Keywords:

Facebook , Facebook Marketing , Social Media , Micro Brands

Abstract

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.

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Published

2019-12-31

How to Cite

Shamsul Huq Bin Shahriar, M Sayeed Alam, & Sayed Arafat. (2019). Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Foodservice Brands . Journal of Business and Economic Analysis, 2(2), 166-185. Retrieved from http://jbea-sbe.org/index.php/jbea/article/view/20

Issue

Section

General