Impact of Facebook as a Social Media Platform on Brand Image of Franchise Restaurants in DHA Karachi

Authors : Sundus Zamir, Mohammad Asad Khan.

Volume/Issue : Volume 3 - 2018, Issue 5 - May

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This study was conducted to determine if reviews on Facebook affected the brand image of franchise restaurants, regression model was applied. Facebook is a new place of communication and interaction; people share their opinions, experiences, and reviews with each other where one bad review can change the customers mind about the Restaurant’s image. The method of primary data collection was close ended questionnaire administered to 121 youth living in Defence Housing Authority in Karachi. Brand attributions were also in focus to see from which attributions restaurants brand image is made. The study also examined the correlation between Facebook reviews and brand image of restaurants, correlation between different factors that makes up brand image such as quality, advertising and ambience. A strong positive correlation occurred between Ambience and Brand image. Different strategies for Franchise restaurants were also derived to handle the reviews on Facebook and deal them effectively.

Keywords : Social media, Facebook, Franchise restaurant, Facebook reviews, Brand image.


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