What Are The Advantages And Disadvantages Of Social Electronic Commerce In Australian Restaurant Sectors?
What Are The Factors Of Using Social Media Marketing In Australian Restaurant Sectors?
What Are The Possible Recommendations To Improve The Application Of Social Electronic Commerce In Australian Restaurants?
Social electronic commerce includes the use of social media and online media to promote a business in context of different industries. E-commerce transaction is the vital way of using social electronic commerce. In the year 2005, Yahoo introduced this term that is the social commerce. However, a range of online collaborative shopping tools is involved in the social economics commerce to promote a business via online (Turban et al.. 2017). Australian restaurants use social electronic commerce to meet their business objectives. Application of the social electronic commerce gives the customers a platform to express their viewpoints regarding the service of an organization on the company website. This will help the Australian restaurant sectors to develop their strategy based on the customer feedback. This assignment deals with the opportunities and problems of social media electronic in context of Australian restaurant sectors. However, both positive and negative impacts of social electronic commerce will be discussed in this section.
The aim of this current project is to reveal the opportunities and threats regarding the application of social electronic commerce in context of Australian restaurant sectors. However, in the recent years, Australian restaurants use the E-commerce to meet the demand of the growing population. In order to develop their marketing campaign social electronic commerce is a unique way in the modern era (Hajli et al., 2017). In this current study, the previous articles regarding the advantages and disadvantages of the social media e-commerce have been analyzed to shed light over the popularity of e-commerce Australian restaurant sectors. A critical evaluation of the various aspects of social electronic commerce has been analyzed in the current study.
Analysis of the literature review has been done in this section, which gives the possible recommendations based on the issues of application of social electronic commerce in Australian restaurant sectors. However, by increasing the awareness among the restaurant sectors the misleading of the information via social electronic commerce can be mitigated. This will improve the brand image as well as the business promotion strategy of Australian restaurant sectors.
Application of the social media marketing or online marketing is considered as the modern way of the promotional campaign in the Australian restaurant sectors (Kasemsap, 2017). Use of the social media marketing has been increasing with the enhancement of the digitization as the organizations try to make a connection with the large population to establish their communication process. Such emergence of online marketing gives scope to the restaurant sectors to develop their marketing strategy and to expand their market share in a new market segment. New restaurants in Australia use the digital marketing and exhibit new recipe and their service through social media marketing. As a result, the audience is able to give their feedback regarding the service and products as well a new ideas to the restaurant sectors
This present study gives a brief overview of the impact of social media marketing on the restaurant sector in Australia. However, the negative aspects of the social media marketing are also described in this study besides its positive aspects. As a result, the restaurant sectors get an idea of the negative impact of social electronic commerce. Based on the drawbacks of social media marketing the restaurant sectors are able to develop the new strategy to improve the application digital marketing (Qiang et al., 2017). On the other hand, the scope the current project also highlights the opportunities that can be received by the Australian restaurant sectors through the application of social media marketing. Therefore, the literature review includes articles that are published after 2012 and include current information on the selected topic.
Social electronic commerce is an online business practice that enables the users to improve their experience regarding the online shopping via different social media. However, electronic commerce gives a platform to the users to review the products and to search a variety of products via online. According to Ayob, Wilson-Evered & McGrath, (2017), there is a difference between the social commerce and the social shopping as social commerce refers to the assimilation of the online vendors while social shopping refers to a virtual group that is developed by the online shoppers.
Every organization needs a clear idea about the use of social media marketing and its impact on the business. As commented by Kim et al., (2017), Facebook and Twitter are the popular examples of social media used by the maximum business sectors. However, the business opportunities reach to the restaurant owners by the application of such media, as a result, they are able to develop the new business tool to enhance their online marketing. However, any business can communicate with their customers via social electronic commerce and get details of their profitability regarding their products.
According to the survey report, it has been found approx 54% of the young generation has an intention to take a snap of their food while eating in any food sector (Chung et al., 2017). Therefore, it is very common in the people to post the picture of food products that they have eaten any restaurant on their social media along with reviews. However, this is a big part of the Australian culture based on which the use of social media marketing has been increasing rapidly. Such popularity of the social media in Australia enables the food and restaurant sectors to use this as a marketing tool to promote their business.
Social capital is an important element of social electronic commerce, which is a network of the individuals those are active users of social media. People share pictures along with the reviews regarding the quality of food that is tasted by them in any restaurant. This helps other to enhance their awareness about the service of such food sectors and an interest grows within them for such restaurant sectors. However, this increases the popularity of the Australian restaurant. According to Qiang et al., (2017), Integra is one of the popular social media used in Australia and advertisement of the Australian restaurants is very common in this media.
As per the statistical data the accounting restaurants, those are active on the social media sites have increased their sales by 20% in comparison to those restaurants, which are not active in the social media marketing. According to the survey, the Australian restaurants those do not use the social media marketing have decreased their sale by 10% and have started to use the social media marketing. However, statistical data reveals that 71% of the Australian consumers prefer to take information via social media and give their feedback regarding the service (Kasemsap, 2017).
Maximum brands of the hospitality sectors are using the social media marketing in Australia. On the other hand, the employees of the hospitality sectors also prefer the application of social media in the business sectors to promote the business. As stated by Rahimi et al., (2017), social electronic commerce has a major role to improve to develop the business and to attract the guests in the restaurant sectors. In order to improve the brand value of a business social electronic commerce plays an important role in Australian hospitality sectors. Application of the social media marketing leaves a positive impact on the customer’s mind and the marketing strategy becomes enriched with its application. Market researcher and the strategy makers reveal that Australian restaurant sector can reduce their operation cost by investing in the social media application. However, the social media cuts the advertisement cost of product promotion. In the traditional marketing the promotional campaign is costly rather than social electronic commerce and its also time-consuming.
According to Horská et al., (2017), the success of social media application is based on the policies that are taken by the restaurants to use social media marketing. Application Zomato, which is a food-based social media app present in the mobile, is beneficial for the Australian food sectors. However, through this app, the restaurants are able to give detail information in their menu along with their product price. Hence, the consumers get detail information and become interested to purchase food products.
As argued by Raghavan, Desai & Rajkumar (2017), there are some barriers besides the opportunities for social electronic commerce in the business sectors. However, it is difficult for the restaurants to communicate with the people who are not habituated with the digital application. Therefore, the privacy of the information is a major issue of social media marketing as information regarding the organization may be damaged through the electronic commerce. Therefore, personal information of the users may be disclosed by the use of social media application. Misleading of the information is another negative aspect of social electronic commerce. On the other hand, an impulsive behavior of the consumers develops through the application of social media marketing in Australian sectors that often compel the customers to buy unhygienic food products from the food sectors. Apart from these network related issue also affects the flow of the social media marketing in the context of Australian restaurant (Tan et al., 2017).
The entire literature review reveals both the positive and negative impact of the social electronic commerce in Australian restaurant sectors. However, there is little account of the factors of social media marketing in restaurant sectors. In a literature review, critical evaluation is necessary (Wang, Pauleen & Zhang, 2016). In this current literature review section, proper critical evaluation is required based on the impact of social electronic commerce in Australian restaurant sectors.
This current literature review highlights on the advantages and disadvantages of the social electronic commerce in context of Australian restaurant sector. However, some major barriers to application of social media marketing in hospitality sectors are also discussed in this section. Hence, the gap of the literature is there is no suggestion about the improvement of social media marketing in business context. Based on this gap the further research can be carried out, which brings a new opportunity for the future researcher over this topic.
The social electronic commerce is effective for the Australian restaurant sectors to improve their business performance.
The social electronic commerce is less effective to maximize the business performance of the Australian restaurant sectors.
The qualitative method focuses on the interview process. However, the reliability and the validity are the prime areas of the qualitative method as the collected information should be confidential (Abed, Dwivedi & Williams, 2015). Probability sampling technique is selected in this method. Therefore, 3 managers from different restaurants of Australia are selected for the interview and considered as the sample size. Data has been collected by conducting the interview of concerned persons through the qualitative method. In this methodology, threat and opportunities of social electronic commerce are the independent variables. On the other hand, the effect of social electronic commerce on Australian restaurants is the dependent variable.
Positivism philosophy, deductive approach, and descriptive design are selected in the quantitative method. The descriptive design focuses on the analysis of existing theories and concept (Turban, Strauss & Lai, 2016). Questionnaires are considered as the research instrument in the quantitative method. Probability sampling process has been taken and 25 employees of two different Australian restaurants are considered as the sample size. The quantitative method includes survey as the data collection method. The collected data has been represented through using tables, graphs, and charts. In order to measure the validity and reliability, the bias should be discarded and diplomatic feedbacks from the participants are excluded.
Many limitations have occurred while conducting a research. However, the short time frame is a major barrier to this research. The researcher was not able to gather the information properly due to lack of time. On the other hand, due to lack of financial support the researcher was not able to access the paid journals. Therefore, some journals were not valid these are excluded. On the other hand, some articles are not currently published as a result these are discarded while collecting information. Apart from this, some journals provide irrelevant information that is not reliable, which is a big limitation of the current study.
Conclusion
The above piece of work reveals the opportunities and threats of the social electronic commerce in the context of restaurant sectors in Australia. However, it has been found that the social media marketing is a modern technology that enables the Australian restaurant sectors to improve their promotional practice and to meet the current need of the target market. Application of different apps is an effective approach for the business owners to communicate with their customers and provide product details to them. However, there are some drawbacks of the social media marketing besides its advantages. One of the most important is the breach of confidentiality of the personal as well as the organizational information. Therefore, network issue is another issue that hampers the continuity of the social electronic commerce.
References
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