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The research investigates the effect of digital marketing tools on the competitiveness of the restaurant industry.

Impact of digital marketing on the competitiveness of the restaurant industry

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The research investigates the effect of digital marketing tools on the competitiveness of the restaurant industry.
Utilises the asset-process-performance framework to identify digital marketing tools
Employs structural equation modelling to analyze relationships among variables
Focuses on various digital marketing facets like social media and online branding
Social media and online branding significantly enhance restaurant competitiveness
Online advertisements and post-service quality also contribute positively to competitiveness
Results highlight important marketing strategies for restaurant practitioners

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Examines how digital marketing tools influence competitiveness in the restaurant industry, suggesting implications for practitioners.

Singh et al. (2022) studied this question.

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