Digital and Social Media Marketing Strategies of American and Canadian Restaurants in a Pandemic
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Author
Gultek, MarkJournal title
Journal of Marketing ManagementDate Published
2021
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Show full item recordAbstract
This paper examines the impacts of COVID-19 pandemic on restaurant marketing practices and outlines a two-pronged approach of analyzing digital marketing and social media platforms that restaurants use to market their product. The presence of COVID-19 information and practices in these marketing platforms is explored in a comparison model of restaurants between the United States and Canada. Understanding the marketing impact of these practices during a global pandemic can provide actionable insights to promote development and sustainability in the restaurant industry. Since very little research has examined the marketing strategies of restaurants during a pandemic as well as exploring a country comparison model to shed light on the global aspects of it, this paper is one of the frontier studies looking critically at the potential impacts of the COVID-19 pandemic on the restaurant industry.DOI
10.15640/jmm.v9n2a8ae974a485f413a2113503eed53cd6c53
10.15640/jmm.v9n2a8
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The following license files are associated with this item:
- Creative Commons