Social media efficiency towards restaurant business: a comparison between social media profiles (case study in Saudi Arabia)

Abstract

This study mainly focuses on how social media influences the Saudi restaurant business. Undoubtedly, the modern generation is primarily influenced by social media. Several human activities are associated with and influenced by social media. Internet, specifically social media greatly influences the behavioral patterns of millions of registered Facebook, Instagram, and Twitter users. However, there is inadequate information related to the social media’s impact on the restaurant business. Fashion, entertainment, and eating patterns are some of the forms that are highly vulnerable to social media. This research specifically analyzed the success of restaurant businesses in Saudi Arabia due to social media. The data was collected through an online search where social media profiles for five restaurants in Saudi Arabia were analyzed. The findings from these social media profiles were associated to the evidence in the literature review. Relevant recommendations and limitations of the study project are provided. It concluded that when used correctly, social media positively impacts the performance and profitability of the restaurant business in Saudi Arabia.