Social issues in F&B
Social trend: The use of media as a marketing strategy to influence consumer behaviour
Social factors have great influence and importance to businesses as it relates to changes in social structures, consumer lifestyles and behaviours. (100, 2013)
Opinions of consumers play an essential role in the growth of a business. As such, businesses often make use of positive reviews from customers to attract new diners. (Solution, 2013) For instance, engaging reputable online personalities like Lady Iron Chef to review your dishes is a form of advertisement. Through positive blog reviews, it employs the influence of the blogger to market the name of the eatery in an appealing way to his/her followers. Fig 1.1: Blogger's webpage featuring eateries Fig 1.2: Updates on daily specials
(Ladyironchef, 2013) (Twelve Cupcakes, 2013)
It is evident from the figures above that the use of media is a common marketing strategy. With the surge in social networking sites like Facebook and twitter, businesses are seizing the opportunity to publicize their products. (Fig 1.2) Moreover, the use of review websites (Fig 1.1) is also an effective method employed to advertise. Fig 1.3: Twelve Cupcakes featured on The Walker (TwelveCupcakes, 2013)
Social media creates opportunities for the F&B industry to prosper. Being an efficient and effective tool, sharing of information online can create opportunities for a business. One such company which benefitted from social media is Twelve Cupcakes, a local bakery, made known due to overwhelming positive responses from customers online. From Fig1.3, Twelve cupcakes were featured in a Taiwan food review magazine - The Walker. Being featured on a Taiwan magazine not only promotes their company name abroad, it opens up opportunities for the bakery to enter a foreign market to increase growth and popularity.
Unfortunately, social media
Social factors have great influence and importance to businesses as it relates to changes in social structures, consumer lifestyles and behaviours. (100, 2013)
Opinions of consumers play an essential role in the growth of a business. As such, businesses often make use of positive reviews from customers to attract new diners. (Solution, 2013) For instance, engaging reputable online personalities like Lady Iron Chef to review your dishes is a form of advertisement. Through positive blog reviews, it employs the influence of the blogger to market the name of the eatery in an appealing way to his/her followers. Fig 1.1: Blogger's webpage featuring eateries Fig 1.2: Updates on daily specials
(Ladyironchef, 2013) (Twelve Cupcakes, 2013)
It is evident from the figures above that the use of media is a common marketing strategy. With the surge in social networking sites like Facebook and twitter, businesses are seizing the opportunity to publicize their products. (Fig 1.2) Moreover, the use of review websites (Fig 1.1) is also an effective method employed to advertise. Fig 1.3: Twelve Cupcakes featured on The Walker (TwelveCupcakes, 2013)
Social media creates opportunities for the F&B industry to prosper. Being an efficient and effective tool, sharing of information online can create opportunities for a business. One such company which benefitted from social media is Twelve Cupcakes, a local bakery, made known due to overwhelming positive responses from customers online. From Fig1.3, Twelve cupcakes were featured in a Taiwan food review magazine - The Walker. Being featured on a Taiwan magazine not only promotes their company name abroad, it opens up opportunities for the bakery to enter a foreign market to increase growth and popularity.
Unfortunately, social media