Customer engagement (CE) has witnessed enormous growth on social media (SM) as new tools such as reels, carousels, IGTV have prompted people to spend more time on different platforms. Many brands have reconsidered their approaches to marketing on SM to adapt to the new trends in the environment. One of the fields of business that has significant reliance on social media to attract customers is the hospitality industry. Namely restaurants use various promotion ploys to encourage higher engagement of customers and based on various analytical instruments - to precisely target their communication activities. The aim of this paper is to showcase and analyze the shifting customer engagement behavior on Instagram of popular Bulgarian restaurants and propose particular marketing communication activities. The methodology can be applied in other businesses within the hospitality industry worldwide.
Zhechev, V., Hristova, A., Riha, D. Methodology for Studying Shifting Customer Engagement Behavior on Instagram. Prague: Prague University of Economics and Business, 2022 pp. 587-597, ISBN 978-80-87990-29-2.
Zhechev, V., Hristova, A., Riha, D. Methodology for Studying Shifting Customer Engagement Behavior on Instagram. Prague: Prague University of Economics and Business, 2022 pp. 587-597, ISBN 978-80-87990-29-2.
Zhechev, V., Hristova, A., Riha, D. (2022) Methodology for Studying Shifting Customer Engagement Behavior on Instagram, Prague: Prague University of Economics and Business pp. 587-597, ISBN 978-80-87990-29-2.
Zhechev, V., Hristova, A., & Riha, D. (2022). Methodology for Studying Shifting Customer Engagement Behavior on Instagram. Prague: Prague University of Economics and Business, pp. 587-597.
Zhechev V, Hristova A, Riha D. Methodology for Studying Shifting Customer Engagement Behavior on Instagram. Prague: Prague University of Economics and Business; 2022. p. pp. 587-597. ISBN: ISBN 978-80-87990-29-2.
