03226ntm a22005057i 4500 000699450 CZ-PrVSE 20230610093205.0 m d cr n|||||||||| 230610s2023 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Leão, Marta ISIS:163285 dis The Use of Social Media in Restaurants : The Case of Lisbon eng The Use of Social Media in Restaurants : The Case of Lisbon Marta Leão 2023 ?? stran : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 This thesis aims at finding the best practices for implementing an effective social media marketing strategy for small to medium size restaurants, which potential barriers can arise, and which performance measures should be used to identify the influence of social media marketing actions on the business. The author conducted 12 in-depth interviews with restaurant managers, social media experts working in the restaurant field, and restaurant customers. The study focused on the context of Lisbon, Portugal. Among the best practices mentioned by the experts and customers interviewed, the author discovered that the platform TheFork is given substantial importance in the region, that organic and “human-oriented” content seems to bring the most engagement to the participants’ social media efforts, that there has been identified a divergence in thoughts towards influencer marketing between the industry experts and restaurant customers, and that, considering the specific landscape of the studied region, the most common barriers to the implementation of a social media marketing strategy are lack of financial resources and knowledge and the difficulty in differentiating among the competition. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas restaurant industry restaurant marketing Social media marketing Karlíček, Miroslav, 1979- vse2010558291 ths Tahal, Radek, 1970- xx0170470 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/82991/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/82991 Hlavní práce https://insis.vse.cz/zp/82991/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/82991/posudek/oponent/79094 Oponentura https://insis.vse.cz/zp/82991/priloha/26117 Přiloha k práci https://insis.vse.cz/zp/82991/podrobnosti dc:identifier NEPOSILAT VSKP vse82991 230608 82991