"DIGITAL COMMUNICATION STRATEGIES IN HORECA INDUSTRY. CASE STUDY MARTY RESTAURANTS, CLUJ-NAPOCA "

Abstract

Generally speaking, the digital communication era works with easier mechanisms for generating, collecting and sharing information and content. Communication specialists changed their perspectives in the relationship of the company with the public. Today we speak about digital PR, digital marketing, and branding, digital all. This study aims to examine the digital implications of communication strategies in HoReCa industry. Previous researchers showed that the digitization of the communication strategies of restaurants around the world had a direct and positive influence in the consumer-brand relationship. Our research is based on the relationship that Marty Restaurants from Cluj-Napoca, Romania builds in online with its customers. We intend to provide a twofold approach. On one hand, we analyse the theoretical framework regarding the digitization of the communication strategies in the restaurant industry. On the other hand, we shall design an empirical research, based on interviews and content analysis that shall provide empirical information about how digital communication strategies are used in HoReCa industry in Romania and, how a successful restaurant can be visible in online in order to gain more clients and create a great brand experience.