مجلة رقمنة للدراسات الإعلامية والاتصالية
Volume 2, Numéro 1, Pages 315-339
2022-06-25
The Impact Of Promotion By Social Media Influencers On A Restaurant Sales A Case Study Of “barsha Bennah” Restaurant
Authors : Saadi Mohamed Zine Eddine . Bouaziz Nacer .
Abstract
The sales of a commercial establishment are linked to a set of factors that play the role of influence on the purchasing behaviour of the consumer and eventually the sales. These factors are divided into two types : personal influences and social influences. Various commercial institutions are developing promotional strategies by adopting promotion through WEB 2.0, such as influencers or what is called influence marketing. Barsha Bennah is a fast food restaurant located in Annaba, Algeria, that specializes in Tunisian food ,on February 28, 2022 the restaurant adopted promotion through social media by contracting with a Facebook influencer, where the latter developed a promotion strategy by filming videos inside the restaurant,, In the following days, the restaurant experienced a jump in sales and an increase in the number of its followers on social media.
Keywords
Consumer purchasing behaviour ; Influencers ; WEB 2.0 ; Social media ; promotion ; Influence Marketing ; Barsha bennah Restaurant
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