Marketing Strategies in Restaurants

CHAPTER 1. INTRODUCTION

Background of the study

Marketing is a crucial aspect of the operations of an organisation. It is essential for companies to manage their marketing process and strategy effectively. Through this, the firm can enhance its performance and its sustainability in the market. Through a well-developed marketing strategy firm can more easily attain its goals and objectives (Lee and Hwang, 2011). Since the restaurant industry is an especially competitive market place, it is important for firms operating within this industry to select and implement an effective marketing strategy because an efficient marketing strategy can have a significant impact on the performance of restaurants. Due to this reason, marketing can be the differentiating factor between the success and failure of a restaurant (Tsiotsou and Goldsmith, 2012).

Due to the hyper-competitive nature of the market, it has been argued that restaurants need to develop and implement a highly effective marketing strategy. In this regard Akroush, Samawi and Odetallah (2013) stated that through a well-developed marketing plan, a company could develop healthy relations with the customers and also identify as well as understand their needs and demands in a much better manner. Access to such information can enable the company to improve its customer related services, thereby fulfilling their demands and satisfying them. Since there are several other options available to the customers, the importance of a good marketing strategy increases even more.

Today there are a number of tools and techniques that can be used by such firms to perform the marketing function. Online marketing has emerged as one of the key tools of marketing. In online marketing, companies promote their products and/or services through the internet. Ohri-Vachaspati (2015) states that this is a very cost effective option in comparison to the traditional methods of marketing. In using online marketing, the required investment is comparatively low, while the reach in the target market can be significantly higher than traditional marketing tools. With the rise in popularity and usage of the internet, online marketing is likely to maintain its position and possibly become an even more important part of marketing strategies for companies. However, Tsai and Lu (2012) argued that in order to use this option, companies have to invest in developing a whole new infrastructure, as they have to develop a website, create profiles on social networking sites, hire online marketers, and create servers and networks. Due to this reason, Kwok and Rangan (2015) argue that online marketing may not turn out to be as effective as Min and Lee (2014) and Ha and Jang (2010) have suggested.

Another widely used tool is ‘word of mouth’ marketing. Schubert, Solnet and Kralj (2010) stated that this method could be very difficult, but if properly used and maintained it has the most significant impact on the target customers. In this regard, Tsiotsou and Goldsmith (2012) showed that before making any purchase decisions people tend to ask for opinions and suggestions from their friends, family members, and experts. Therefore the recommendations given can have a significant impact on people’s purchasing decisions. However, according to Ohri-Vachaspati (2015), the biggest challenge of relying on word of mouth marketing is that there is no reliable way to measure its performance and impact on the target customers. In this respect, word of mouth marketing is weaker than online marketing which can be more easily measured.

The rationale of the study

Edinburgh is the capital city of Scotland and one of the most popular tourist destinations in the country. In recent years, online marketing has emerged as one of the leading marketing strategies for companies, regardless of the market that they may be a part of. By using such a technique, the firms are able to reach out to a large number of customers and interact with them. According to Qin, Prybutok and Zhao (2010), it has become imperative for restaurants to have an online presence. Longart (2010) further states that online presence has a significant impact on the overall performance of the firm and its relations with the customers and other stakeholders. Despite the rise of online marketing, some traditional marketing tools remain popular, including word of mouth marketing.

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In the current study, an assessment of the two strategies (online and word of mouth marketing) is presented. The main purpose of this research is to analyse the impact of different marketing tools on the performance of Indian restaurants in Edinburgh. This study also aims to suggest the most useful marketing approach for such restaurants. To conduct this study, the researcher collected both primary and secondary forms of data and analysed them in a qualitative approach using thematic analysis. In this study, a thorough discussion and comparison between online marketing strategy and word of mouth marketing are provided in relation to Indian restaurants in Edinburgh. Zhang, Law and Li (2010) found that online marketing has a significant impact on the performance of these organisations. Due to the different uses and effectiveness of marketing strategies and the rising level of competition in the industry, it has become imperative for the restaurants to learn about different types of marketing strategies and select the one best suited to their operations and the target customers. This is especially true in a highly competitive city such as Edinburgh.

In this study, the researcher analyses the two forms of marketing strategies and evaluates them on the basis of their effectiveness and impact on the performance of Indian restaurants in Edinburgh.

Aim and Objectives

The aim of the current study is “To analyse the role of online marketing strategies and word of mouth in the success of two Indian restaurants in Edinburgh”. To achieve this aim, the following objectives will have to be fulfilled:

To compare the role of word of mouth and online marketing strategies.

To assess factors that affect the success of online marketing.

To evaluate the factors that affect online marketing.

Research Questions

By answering the following questions, the aim and objectives of the study will be fulfilled.

How do online and word of mouth marketing strategies compare?

What are the various factors that influence the success of online marketing strategies?

What are the costs associated with online marketing?

Can online marketing and word of mouth marketing be integrated into one another?

The significance of the study

The use of the internet is growing at a rapid rate. Wymer (2010) stated that this growth is further augmented through the increased use of smartphones and tablets. According to Harris and Graff (2011), modern-day customers spend the majority of their time accessing and using the internet. Mosavi and Ghaedi (2012) agree, stating that contemporary customers tend to search online for restaurants suited to their needs. They read reviews and comments of other people on different sites and social networking sites. In this way, they try to obtain as much information as possible before going to restaurants. Similarly, tourists also search for restaurants in an area before visiting. Jang, Kim and Bonn (2011) argue that tourists try to ensure that they use the internet to make a decision which will fulfil their demands and thereby satisfy them. Reflecting the importance of the internet for businesses, almost every restaurant in Edinburgh has its own website. Potential customers are able to look them up on the internet and decide if they want to visit the restaurant or not. Powell, Harris and Fox (2013) stated the modern day customers are technology friendly and use it in almost every aspect of their lives. Kent, Dubois and Wanless (2011) found that through online marketing, restaurants can interact with and attract more customers. This way they can attempt to enhance their performance. Although word of mouth strategy is a very effective marketing tactic, using this method can be very difficult, and also there are no specific ways to measure it.

In this study, a thorough discussion and comparison between online marketing strategies and word of mouth marketing are provided in relation to Indian restaurants in Edinburgh. This research was conducted in order to analyse the impact of online and word of mouth marketing strategies on Indian restaurants in Edinburgh and also recommend either of the two marketing strategies. This study is significant because there is a gap in research. The study by Kim, Magnini and Singal (2011) focused on analysing the impact of online marketing on restaurants and determined that online marketing has a significant impact on the performance of these organisations. However, Kim, Magnini and Singal (2011) did not compare word of mouth and online marketing with one another which would have added to our understanding of the most effective marketing strategies available to businesses. To address this research gap, the current study offers such a comparison and provides recommendations on the best-suited marketing strategy for Indian restaurants in Edinburgh.

CHAPTER 2: LITERATURE REVIEW

Introduction

This chapter outlines and critically evaluates the existing literature and past research studies on the topic of marketing. It is shown that there are gaps in previous studies and it is suggested that the current study will address these gaps. In the following paragraphs, different aspects of existing research are assessed and evaluated in relation to the study.

Importance of marketing

Marketing is one of the main aspects of business operations that companies have to pay attention to. It is the key through which firms can attain success and improve their performance as well as their standing in the market. In recent years, there have been numerous changes and developments in marketing strategies. According to Kozinets, Wojnicki and Wilner (2010) marketing holds even more importance for companies today than it ever did. Li and Du (2011) support this, stating that due to the increased level of competition across sectors, companies are understanding the increased need for effective marketing strategies and the difference this can make in their operations. The findings of Bughin, Doogan and Vetvik (2010) also support this. Lu, Huang and Feng (2013) state that in the coming few years the function of marketing will hold critical importance for companies and will also be the differentiating factor between success and failure of the organisations. Due to increased competition, companies are in need of new and innovative ways of marketing their products and/or services to the customers. In this regard, Libai and Stephen (2010) compared the differences between modern-day marketing with the marketing tools used by companies previously. They found out that the function, role and importance of marketing in modern times have changed dramatically. This can be attributed to the fact that customers are becoming more demanding and market places are changing. Not only has the level and intensity of competition increased significantly, but there are numerous marketing options that companies can select from when designing a marketing strategy.

The concept of online marketing

According to Li, Lin and Lai (2010), one of the key developments and innovations in the world of marketing is the emergence of online marketing. Lin and Lu (2010) define online marketing as the practice of taking advantage of the various internet-based channels to inform potential customers about products and to interact with them. There are various methods and techniques of online marketing, including using email, social media and search engine optimisation. Through such platforms, companies can reach out to their customers who may be in a wide range of different geographic locations. Thus by using the techniques of online marketing, firms can essentially increase the numbers of potential customers they target. Ho and Dempsey (2010) state that the main purpose of online marketing is to reach potential customers, wherever they may be. With the increasing trend of online socialising, online marketing is the premier form of marketing that companies can utilise and develop, as well as using it to maintain positive relationships with customers. Widespread adoption and use of the internet as the primary means of communication have essentially forced companies to adopt such methods, as stated by Groeger and Buttle (2014). Online marketing, therefore, consists of a wide variety of tools and methods which are significantly different from traditional marketing methods. This is mainly due to the reason that online marketing is made up of extra channels and platforms which can be easily accessed through the internet. There are various benefits that can be associated with online marketing. These are summarised in Figure 1. Bambauer-Sachse and Mangold (2011) state that online marketing is the combination of the internet’s most creative and technical tools which includes the likes of design, development, sales and advertisement. One of the biggest advantages of using online marketing it the fact it is a low-cost option compared to traditional print marketing and can be a far more effective way of promoting the products and/or services of a company. According to Bambauer-Sachse and Mangold (2011), flexibility and convenience are the main reasons for the increased use of online marketing by companies. While using the channels and mediums of online marketing, companies can change or modify marketing campaigns without having to pay a hefty price. Using traditional print marketing methods, such changes would cost a considerable amount of time, money and other such resources. Modifying the marketing campaign is very easy in online marketing. This gives firms much more flexibility and ease of use. Another key advantage of online marketing, as pointed out by Chen, Fay and Wang (2011) is that there are plenty of online marketing tools for companies to choose from. Unlike in traditional print marketing, in online marketing firms have a number of options from which they can select the most appropriate marketing tool. On the other hand, Meiners, Schwarting and Seeberger (2010) argue that online marketing is weaker because it lacks tangibility. This means that the customers are not able to try out or try on the products that they want to buy. For instance, when promoting clothing products online, customers cannot actually wear the product. According to Sotiriadis and Zyl (2013), this impairs decision-making power as well as cognitive abilities of the customers because they have to decide with much less information whether or not the clothing item will look good on them. Furthermore, they cannot touch the product and have to rely on the information provided by the seller on aspects such as fabric used in the cloth, its texture, etc. In this regard, Tiago and Veríssimo (2014) stated that this severely impacts the overall efficiency and effectiveness of the online marketing campaigns because the customers have no sure way of judging the quality or other aspects of the product.

The concept of word of mouth marketing

Jalilvand and Samiei (2012) define word of mouth marketing as a method that depends on casual social interactions to promote a product. It is a marketing method that is used when the search for or interest of the customer(s) in a product or service is expressed verbally. Hamann (2015) states that it is a form of free advertising which is performed by the customers or other such stakeholders. The technique at the core of such marketing is sharing information about the product or service of a company in the form of dialogues. The Word of Mouth Marketing Association (WOMMA) stated that the characteristics of word of mouth marketing strategies are credible, social, repeatable, measurable and respectful (Hamann, 2015). It is largely based on the past experiences of the customers. It is generally used via various publicity activities or by encouraging the customer to customer and customer to market communications. It includes various elements such as buzz, viral, emotion and can even include social media marketing. Silverman (2011) states that word of mouth is based not only the verbal forms of communication but can in written forms as well, such as posts on social networking sites is a type of word of mouth marketing. Word of mouth marketing happens when customers or other stakeholders share information or their experience with other potential customers. In addition, Smith (2012) states that word of mouth marketing does not stop at the first interaction; rather it tends to lead to further development of conversations about the product or service. According to Levy and Gvili (2015), in order to use the word of mouth marketing technique, companies have to initiate the conversation. This can be done by them encouraging the customers or other stakeholders to share information and experiences with other people. They can be discussing the quality of the product or how the company successfully or unsuccessfully fulfilled their needs and demands. Eisingerich, Jia and Bell (2015) stated that the company should give the customers a reason to talk about it. This can involve exceeding their expectations or providing information about a product that the customers want to buy. In their study, Kim and Ko (2012) found that customers tend to believe and act on recommendations given by their friends and family members. Before making a purchase decision potential customers rely on the information provided by the people close to them. Miller and Lammas (2010) state that learning about the past experiences of others heavily influences purchase decisions. This is one of the main reasons that companies try to positively influence their customers so that they will give positive reviews and recommendations to their friends and family members. Due to this reason, companies tend to give great importance to the reviews and experiences of the customers. By giving the customers a positive experience, the firm can attract more business. The satisfied customers will share their positive experience with their friends and family and will motivate them to purchase products and/or services from the same company. Today, word of mouth marketing is considered as one of the most useful and effective marketing techniques available to companies. Ye, Gu and Chen (2011) described it as the most valuable and powerful platform for marketing products and/or services of a company. This is mainly due to the fact that the customers tend to rely on and trust in past experiences of the people they know and trust. However, Moran, Muzellec and Nolan (2014) state that even though word of mouth is an extremely powerful tool of marketing, not many marketers and companies are using it strategically. Stephen (2016) suggests that this is because of the challenges involved in collecting the relevant data and measuring its performance. There are no effective means through which the performance of word of mouth marketing can be evaluated.

Factors affecting online marketing

Online marketing is one of the leading tools of marketing used by companies around the world. According to Chan and Ngai (2011), online marketing has the most effective reach among the target customers and is a way through which the company can interact with customers easily. The tool of online marketing has gained a lot of popularity in recent some years. Groeger and Buttle (2014) attributed this to the development and widespread use of the internet and especially social networking sites. As online marketing is becoming even more popular, numerous factors and forces have been identified which have a significant impact on the use of such marketing methods. Thus it is imperative for marketers to obtain a thorough understanding of such factors so that they can determine the best and most effective ways to use online marketing tools (Pauwels, Aksehirli and Lackman, 2016). According to Cheung and Lee (2012), the types of channels used have a significant impact on the effectiveness of online marketing. The domain of online marketing consists of a number of platforms and tools, and many new ones are being developed on a frequent basis. In this regard, Min and Lee (2014) state that it is all the more important for marketers to select the right channel and platforms for marketing products and/or services online. Today there are a large number of channels and mediums available for the function of online marketing. Each of them affects the marketing process differently, and therefore it is essential for the marketer as well as the management team to ensure that the most effective channels of online marketing are used (Tsai and Lu, 2012). Data analysis is another key factor that has a significant impact on the processes and systems of online marketing. In this regard, Zhang, Law and Li (2010) state that the success of online marketing is largely dependent on good data collection and analysis. Wymer (2010) supports this by stating that in order to effectively use online marketing, marketers need to collect as much information as they can on the customers and then analyse it to identify and understand customer demands. In this study, Wymer (2010) states that through such methods, the management could take properly informed and effective decisions. Schubert, Solnet and Kralj (2010) support this conclusion. Numerous sources are used to collect customer data, but in order to ensure that they are relevant and effective for online marketing, the data needs to be analysed properly and thoroughly. In this regard (Longart, 2010) states that the emergence of big data had changed the very nature of online marketing and its use. Kozinets, Wojnicki and Wilner (2010) predicted in their research that big data will continue to evolve and will become an integral aspect of management processes and systems. They also predicted that big data would primarily be used in planning for marketing activities. Since the majority of data related to the customers is easily available online, companies are using big data as a means for not only collecting information about the customers but also to analyse such data thoroughly. Kozinets, Wojnicki and Wilner (2010) state that technology is an essential part of the online marketing processes. Since technology is changing and evolving at a rapid pace, it is affecting the ways in which online marketing is being used and implemented. Kozinets, Wojnicki and Wilner (2010) further state with constant development in technologies, online marketing is being simplified significantly. Harris and Graff (2011) stated that due to developments in this field, it is becoming increasingly difficult for companies to use the online marketing function.

Drawbacks of online marketing

Today, online marketing is one of the most highly used tools of marketing. An increasing number of companies are using it as a means to reach out to more customers and interact with them. Bughin, Doogan and Vetvik (2010) state that online marketing holds critical importance for companies, regardless of the industry that they may be a part of. According to Ho and Dempsey (2010), before using such tools, it is imperative for businesses and their management to understand the negative sides of online marketing as well as its benefits. This way they can learn more about the tool and determine ways through which it can be used in an efficient and effective manner. Li, Lin and Lai (2010) argue that one of the biggest drawbacks of online marketing is that it is overly dependent on technology. In order to use the most effective tools and methods of online marketing, a firm has to use the latest technologies available in the market. This dependence on technology means that tools of online marketing should be used with caution, as argued by Sotiriadis and Zyl (2013). To use online marketing, the company has to build and maintain specific infrastructure, while ensuring that the firm is able to use the latest technologies. Eisingerich, Jia and Bell (2015) further state that with constantly evolving technologies, it is becoming very difficult for firms to use them effectively for online marketing. One of the dangers of online marketing is that competitors can easily reproduce a selected marketing campaign. Trademarks or emblems can be used to defraud clients (Stephen, 2016). These can also be used for perpetrating inaccurate data about the brand, product or service in an effort to spoil the firm’s online recognition – and lose treasured clients. There are both legitimate groups and questionable entities like trolls, spammers and scammers present within the digital market. Sotiriadis and Zyl (2013) stated that online marketing could be used as an effective way of understanding the clients, i.e. the target customers of the company. However, online marketing now has become so common that some customers no longer pay attention to the advertisements they are shown through such methods (Mosavi and Ghaedi, 2012). Privacy is another major concern connected to online marketing. Cyber threats are increasing at a rapid due to an increasing number of cases of phishing, hacking, spoofing and many others. Protecting online data has become very difficult, even with the increasing number of security measures used by the websites (Mosavi and Ghaedi, 2012). Longart (2010) stated that customers’ perceptions play a crucial role in the success and effectiveness of online marketing strategies. Firms have to pay attention to learning and understanding perceptions of the customers before they develop and implement such marketing techniques. Today, notwithstanding the growth of online transactions, many people mistrust electronic techniques of paying and doubt whether the purchased gadgets will be added or not (Kent, Dubois and Wanless, 2011). On the other hand, the occurrence of online fraud may make customers suspicious of online transactions. Therefore, it is necessary to build up trust and convince customers that interactions that take place online are as real and safe as those offline. This process of building trust is an ongoing, lengthy process and requires time to realise. Kozinets, Wojnicki and Wilner (2010) note that until this trust has been established internet marketing cannot benefit to its fullest potential.

Types of online marketing strategies

The internet may be used as an effective online marketing tool to promote companies and reach target markets across the globe (Ye, Gu and Chen, 2011). Electronic mail advertising (E-advertising) is one of the key ways for firms to remain in contact with customers. It is a powerful way to keep customers connected, and it saves time and paper. However, most of the research on E-advertising focus on analysing customer responses in regards to email marketing. No studies have focused on analysing the behavioural aspect of online marketing (Cheung and Lee, 2012). Mobile advertising can be defined as a form of marketing that completely focuses on the use of mobile phones for marketing purposes. More studies are needed on what online technology adjustments are needed for retailers using mobile advertising (Groeger and Buttle, 2014). Over the past few years, mobile advertising has presented new opportunities for corporations to communicate and interact with their audience in a more powerful way. Agencies need to focus on the main strength of mobile advertising. This strength is that the non-public nature of mobile devices distinguishes mobile advertising and marketing from other varieties of advertising (Groeger and Buttle, 2014). According to Bughin, Doogan and Vetvik (2010), mobile advertising is at a nascent stage, as clients are searching for custom designed advertising messages in step with their requirements. Consequently, customisation is crucial for this kind of advertising. Customisation approaches include those that allow organisations to have interactions with their customers on a one to one basis and to deliver them a custom-designed product or a message matched to their needs. This can be accomplished with the use of artificial intelligence which “permits the corporations to absolutely customise the marketing messages as per the customers’ needs (Eisingerich, Jia and Bell, 2015). Viral marketing distinguishes itself from other online advertising strategies as it is built on individuals agreeing with content and choosing to share it. The developing reputation of many online social network web sites, such as Facebook and Twitter presents new ways of achieving large-scale viral advertising and marketing. However, there is a capacity downside to viral advertising as it is based totally on social media. Groeger and Buttle (2014) considered it as a promotional tool for advertising. The main problem faced by the viral advertising enterprise is the shortage of formal quantitative and qualitative comparisons between viral advertising and marketing device and conventional marketing approaches, as well as the inadequacy of organised methods for optimising viral advertising campaigns (Ha and Jang, 2010).

Types of Word of Mouth Marketing Strategies

‘Buzz marketing’ is a technique that has been used to generate word-of-mouth marketing. Newsweek magazine defined buzz as “infectious chatter; genuine, street-level excitement about a hot person, place or thing and interpreted buzz marketing associated with fads or trends that are popular for a brief period (Kim, Magnini and Singal, 2011). Lee and Hwang (2011) defined buzz marketing as the promotion of a company or its products and services through initiatives conceived and designed to get people and the media talking positively about the company, product or service (Libai and Stephen, 2010). Different from word-of-mouth marketing, buzz marketers perform buzz marketing through an attention-calling, unusual event, or promotion. Word of mouth marketing takes place when customers seek pre-purchase advice. Buyers are more likely to follow suggestions made by other people, also known as the word to word publicity. The customers take their decisions by considering other people’s experiences (Akroush, Samawi and Odetallah, 2013). Especially when the product is intangible customers can find it difficult to evaluate its quality and seek word of mouth recommendations to help them choose.

CHAPTER 3: RESEARCH METHODOLOGY

Introduction

In this chapter, the researcher will discuss and highlight the various tools and methods used to conduct the study. Aspects such as data collection, data analysis and approach to sampling are discussed in this part of the report. Detailed evaluation of different theories, approaches and tactics is scheduled in order to select the best tools and approaches as per the nature and aim of investigation (Kumar, 2019). The present study is aimed to determine the importance of word of mouth and online marketing strategies for promoting Indian restaurant businesses within Edinburgh. Therefore, the researcher has considered a wide range of resources for the collection of primary as well as secondary data to meet the aim of the study. An appropriate research methodology is formulated with a combination of most reliable research theories, approaches and data collection that assures an investor about the reliability of research outcomes and findings (Mackey and Gass, 2015).

Research Method

There are two types of research approaches which could be used in this study. This includes quantitative and qualitative approaches, which have different strengths and weaknesses. Quantitative research is focused on analysing quantities, so as it is mainly applied to phenomena that can be expressed in terms of quantity and figures (Silverman, 2016). The present research is focused on evaluating the role of online marketing strategies and word of mouth within Indian Restaurant Business at Edinburgh. Therefore, a quantitative approach is less useful because the focus is not on quantities or numbers. Instead, a qualitative research approach is the most effective way to approach this study. Qualitative research focuses on the reasons for human behaviour and their experiences (Eisingerich, Jia and Bell, 2015). In this study, the focus of research is the interest of target consumers due to the application of online promotion tools and word of mouth. This approach to research is also called ‘Motivation Research’ (Levy and Gvili, 2015). In a contemporary business environment, online marketing tools such as social media, digital communication technologies and customer reviews are playing a critical role for influencing people. This includes influencing the selection of restaurant to eat in, which is having a direct impact on sales of Indian restaurants within Edinburgh (Taylor, Bogdan and DeVault, 2015). Therefore, qualitative research provides significant assistance to the researcher for discovering the underlying motives and desires of restaurant owners in the context of online promotion by applying in-depth interviews. Qualitative research is also considered as an attitude or opinion research in which research is designed to assess the perception of target respondents about the subject manner. Qualitative research is identified as an excellent tool for evaluating different aspects of behaviour. In this study, the researcher analyses the effectiveness of online marketing approaches on the behaviour of people and their purchase decision. This information will assist management restaurant business in marketing planning (Vaioleti, 2016). A quantitative research method is not suitable to meet the objectives of the study. This is because quantitative research is carried out concerning statistical data and figures to solve research problems which do not apply in the case of the present study. The present study has paid particular attention to the relationship between online marketing and word of mouth marketing on the purchase decisions of people in the context of restaurant business where interests and perceptions of people have greater importance in business growth (Flick, 2015).

Research Design

The section of research methodology determines how a research project is carried out. It assists the researcher to gain some insight into a specific question. In this study, an exploratory research approach is used to meet the objectives of the study (Ledford and Gast, 2018). As per the aim of the present study, the researcher evaluates the role of internet-based promotional strategies within the overall business strategies of Indian restaurants in Edinburgh. The researcher assesses new ideas and insights about the application of digital promotional tools for enhancing the attractiveness of restaurants within a highly competitive marketplace. For these purposes, an exploratory research design was identified as a well-suited approach to explore a topic which had not been researched before (Bresler and Stake, 2017). An exploratory research design helps the researcher to discover new ideas that could enhance the effectiveness of online and word of mouth marketing strategies. An exploratory research design allows the researcher to develop insights about current online marketing trends and enables the researcher to explore potential challenges such as technical issues. Other designs were considered but rejected as they did not fit the research questions. For example, descriptive research design is not well suited to answer the research questions posed in the present study because compared to exploratory research design, descriptive research design is a very rigid approach (Nassaji, 2015). The data collection methods of descriptive research are rigid, but the current study requires a flexible approach. This can be found in exploratory research design as it provides greater flexibility to the investigator to make a change in the data collection and analysis process based on results gathered during the study.

Research & Analytical Approach

Two different ways of approaching research were considered for this study. These were the inductive and deductive approaches which were considered by the researcher to find the best way to examine different factors and theories based on digital marketing strategies and its application in the restaurant business (Fletcher, 2017). The deductive approach is used to test different theories in a study to acquire reliable results (Stephen, 2016). On the other hand, an inductive approach is associated with the generation of new theories and approaches that emerge from the data which is collected and analysed during the research. A deductive approach usually begins with a hypothesis to test, but this is not useful for the current study as it is an exploratory research design. However, an inductive approach is mainly focused on exploring new phenomena, and the results are analysed to generate new theories. Inductive approaches are mainly associated with qualitative research, but deductive approaches are more suited to quantitative research. An assessment of both approaches has found that inductive research is very useful to meet the different criteria of the present research study, which focuses on the evaluation of the growth of online marketing in restaurant businesses, assessment of issues within internet-based promotional mediums and evaluation of word of mouth marketing in business success (Wiek and Lang, 2016). It is identified that an inductive research approach is best suited to a qualitative, exploratory research study like this one.

Research Philosophy

An analysis of two main research philosophies was carried out to consider the most appropriate philosophy to guide this research. The two research philosophies considered for this study include positivism and interpretivism. Interpretivist philosophy focuses on enhancing the role of the human in the research process. This philosophy includes many different research approaches, including social constructivism, hermeneutics and phenomenology (Walliman, 2017). Interpretivism philosophy is considered as the most suitable to accomplish the aim and objectives of the present study because it pays special attention to the social actor to appreciate differences between people. Moreover, interpretive studies place significant emphasise on the meanings people give to experiences. In the context of the present research, the investigator is seeking to understand the effectiveness of online marketing strategies on people, so an interpretive philosophy is useful to guide this. On the other hand, positivism is not well suited for guiding the present study because it does not make any provisions for human interests (McCusker and Gunaydin, 2015). Instead, positivism focuses on facts and quantifiable observations that can be analysed statistically. Positivist philosophy is better suited to quantitative research. The present research is a qualitative study, so positivist philosophy is not well suited to this research. Therefore, interpretivism has been found to be more useful to assess the role of online marketing for influencing the perception of people within the qualitative study.

Data Collection

The data collection process has a direct impact on the research findings. Therefore, the selection of a dependable way of gathering information is a critical aspect of reliable research. There are two main types of research data, which are known as primary and secondary data (Litosseliti, 2018). In this study, the researcher focuses on various elements of online and word of mouth marketing strategies such as benefits, reliability and drawbacks concerning requirements of Indian restaurants within Edinburgh. For this purpose, the researcher has considered both primary and secondary sources of data. It is understood that primary sources include first hand and fresh information from target respondents about the subject matter which can be gathered using structured interviews, semi-structured interviews or questionnaires (Wåhlberg, 2017). Semi-structured interviews were the main methods used in this research. In this study, the researcher carried out 15 semi-structured interviews based on the questions in Appendix 1. The researcher followed the questions in Appendix 1 but also asked additional questions where it was relevant. It was decided not to conduct structured interviews or questionnaires but to focus on semi-structured interviews because these gave the researcher a chance to speak to restaurant owners in person and more information could be collected through a conversation in the semi-structured interview format. The present study is focused on assessing the role of online marketing as per the views of owners within business operations and management of decision of Indian restaurants so as semi-structured interviews were conducted with the owner to acquire raw data about the subject matter (Clandinin, Cave and Berendonk, 2017). In addition to that, the researcher has also considered different resources such as books, journals, online articles and findings of past studies as secondary sources of information. By using different secondary sources, researcher has carried out theoretical analysis of different aspects of social media marketing, impact on restaurant business, effect on target consumers, tools of online marketing strategies and its importance as well as drawbacks in which researcher has considered views, findings and arguments of different scholars as the research topic (Hickson, 2016). Therefore, secondary sources have played a critical role in enhancing the understanding of subject matter so as appropriate results are produced with a combination of both primary and secondary data to meet the research goals of this study.

Sampling Approach

For the present study, a range of sampling approaches was considered including Probability Sampling and Non-Probability Sampling. Probability sampling uses randomisation to ensure that every element of the population gets an equal opportunity to be part of the sample. This type of sampling also includes random sampling, cluster sampling and others. This kind of sampling is useful when the researcher needs to take a sample from a large population. Another approach to sampling is Non-Probability Sampling which does not rely on randomisation (Brannen, 2017). This technique pays greater attention to the researcher’s ability to select elements for a sample so that the researcher can select the most accurate and most reliable data. Non-Probability Sampling techniques include convenience sampling, judgmental sampling and quota sampling. The present study aims to determine the influence of online marketing plans on restaurant businesses in Edinburgh by exploring the views of Indian restaurants owners. In this regards, purposive sampling was decided to be the most useful sampling approach. In purposing sampling, the researcher selects a particular group and population in order to take an appropriate sample. As per the aim of the present study, the researcher is focused on the owners of Indian restaurants that are situated within Edinburgh for analysing various facts and information about online promotion (Wildemuth, 2016). Therefore, purposive sampling is the most effective tool for taking an appropriate sample when the target population is not very large, as is the case with owners of Indian restaurants in Edinburgh. This approach to sampling makes it easier for the researcher to find data that is useful for this study.

Sample Size

For ensuring the reliability of information, the researcher needs to consider what an appropriate sample size is to produce reliable data. As per the purposive sampling approach, the investigator has considered owners of Indian restaurant within Edinburgh as the target population. The aim of the present study is focused on analysing the relationship between online marketing strategies as well as word of mouth promotion and growth of the business of Indian restaurants in Edinburgh. For this purpose, a sample of 15 Indian restaurant owners is reliable to acquire a range of data and can generate accurate information about the research questions.

Data Analysis

In the context of the present study, the researcher has considered both primary and secondary sources of information. For assessment of primary data, the investigator has considered views of Indian restaurant owners within Edinburgh to analyse different factors of online marketing and motivational elements of target consumers (Caillaud, Rose and Goepp, 2016). For this purpose, semi-structured interviews have been taken by an investigator along with a questionnaire. In addition, an evaluation of secondary data related to the research topic has been conducted which is shown in the literature review. Different ways of analysing data were considered. For example, quantitative tactics of data analysis were considered to be unsuitable for this research. This is because the quantitative analysis is carried out to examine a wide range of statistical data and figures which are not available in the present research (King and Mackey, 2016). In addition to that quantitative analysis is performed by different computer-based tools and software such as SPSS, Spreadsheets and correlation or variance analysis. Therefore, the researcher has to determine the hypothesis for performing different test within the quantitative analysis which is more suited for a deductive research approach. On the other hand, thematic analysis was chosen as the best way for analysing the information that has been acquired from primary and secondary sources. In the context of thematic analysis, the investigator formulates some themes by considering the aim and objectives of the study and the literature review. Themes are based on questions from the questionnaire about online and word of mouth promotional strategies.

Ethical Consideration

For ensuring the appropriateness of research outcomes, the investigator has considered different ethical norms and elements while performing different research activities. In this context, the researcher has considered different ethical questions in previous studies and provided appropriate reference and citations in the process of literature review (Brannen, 2017). This is because the investigator has presented views and findings of several authors and scholar for assessing appropriate results. In addition to that researcher has considered the Data Protection Act, 2018 of UK for maintaining the confidentiality of personal and professional information of participants or owners of different restaurants who have provided their views about the subject during collection of primary data (Hickson, 2016). The researcher has considered different government rules and regulations for managing different research operation under ethical consideration.

Limitations of Research

The present study was carried out after considering various approaches. A range of data has been collected by the researcher from different sources. However, there are limitations to the present study. These include:

The current research study has paid extra attention to human interests related factors that are correlated with online promotion, but it has not explored the growth trends associated with digital marketing (Clandinin, Cave and Berendonk, 2017).

Considering only the owners of Indian restaurant as target respondents have limited the scope of the data collection process.

CHAPTER 4: DATA ANALYSIS AND DISCUSSION

Due to excessive competition in the restaurant industry, new marketing tactics and techniques are being developed constantly. One of the key developments in this sector is online marketing. In recent years, online marketing has emerged to become a leading marketing approach that enables firms to promote their products and services. Online marketing is increasingly being used as a tool by restaurants to attract and interact with customers. This study aims to compare the roles and impact of two different marketing strategies used by two Indian restaurants in Edinburgh, UK. The marketing strategies considered for this study were online marketing and word of mouth. Semi-structured interviews were used as the main method for collecting primary data. In the following sections, this data is analysed using thematic analysis.

Data Analysis

Theme 1: Growth is the most important objective

One theme that was identified from the data collected during semi-structured interviews was that restaurant owners thought that business growth was the most important objective for their business. One owner said ‘business growth is my main concern’ and another explained that he focused on growing his business because the market is so competitive in Edinburgh. One owner said that he wanted to grow his business by 5% in the next year, but most of the owners did not have a specific figure for growth. In total, 10 out of 15 business owners told the researcher that they want to expand their business as quickly as possible. Most of the owners suggested that online marketing was a good way to do this, but they explained that they used a lot of different methods to grow their business. The owners explained that they would use more online marketing if it helped to grow their business, but most of them did not prioritise online marketing to grow their business. If more information on using online marketing was available, most owners suggested that they would consider using more online marketing.

Theme 2: Restaurants have a clear understanding of image and branding

During interviews, 7 out of the 15 restaurant owners stated that they had developed a clear picture of restaurants’ future position. During the study, it was observed that for any restaurant to succeed and survive in the market for a long time, the management needs to have a clear vision. Therefore the restaurant owners need to have a proper understanding of the ultimate goal or objective that the firm could achieve. They should also know the firm and its capabilities. On the basis of such knowledge, they can develop appropriate strategies and determine effective ways for the firm to achieve its targets and aims. During interviews, 9 out of 15 restaurant owners explained they had a clear understanding of image and branding for the restaurant, and they have been able to develop a plan that can help them to achieve this objective. Any business trying to capitalise on those statistics ought to be focussing extra on making its website mobile pleasant. However, this is especially essential for the restaurant enterprise. It stands to purpose that the swiftly increasing market size of online meals orders and the multiplied quantity of mobile web users way that many food fanatics are making bookings on their mobile devices. Streamlining the booking procedure: this applies to the patron, sure, however, it also applies to the restaurant. As opposed to numerous restaurant staff members taking bookings and jotting them in a reservation e-book. Other than identifying a restaurant’s location or phone number, one of the main reasons for a person to visit the restaurant’s website is to check out the menu. A responsive online menu is highly crucial. This additionally goes for PDF menus.

Theme 3: Image and branding has a significant impact on own as well as customer perception

One owner said ‘one of the principal situation faced by the brand managers is regarding developing a better understanding of the demands of the customers as well as their perception regarding the restaurant. Brand indicates the best preference for clients, while a few may also see it as something the consumer is aware of and could react to. The brand image could lead to client loyalty while the customer is happy with the brand. During the current study, 12 out of the 15 restaurant owners stated that ‘the image of the restaurant, as well as its branding, has a significant impact on the perception of the customers’. The owners, further stated that ‘if the customers are to be satisfied, then one of the best approaches is to create a positive image of the brand and position it firmly in the market’. This can be an immensely valuable approach for the firm to improve its performance as well as standing in the market. During the study, 7 of the participants stated that ‘Internet-based tools and platforms hold vital importance as marketing tools for companies’. According to two of the restaurant owners, ‘this is especially true in the case of restaurants’. It can be supported through the fact that numerous restaurants have prominent social media as well as web presence, indicating that they are using such methods and platforms extensively. Owners of the restaurants stated that ‘they had put the website addresses and social media links on all of their marketing materials’. According to 4 of the owners ‘through such an approach they could make it easy for the customers to contact them and also obtain information about the restaurant’s services’. One of the participants stated that integration is the key to effective marketing. To do so, they need to link all platforms used for marketing with one another. This way the customers can interact with the company and develop healthy relations with the hospitality organisation.

Online advertising is the promotion of products and services the use of any virtual medium. A fantastic online advertising approach for restaurants need to encompass a website, email marketing, and social media marketing. The high-quality social media structures for restaurants are Facebook and Instagram, which helps in capitalising on the robust visual appeal that food offers. Their significance within the fulfilment or failure of the business cannot be overstated. For most clients, online reviews are the first point of name to help them determine to go to the eating place or not. An excellent social media approach is fundamental to a successful restaurant advertising strategy. Email marketing is the maximum resilient form of virtual advertising. It was deserted a decade in the past while unsolicited mail has become an enormous problem. It became left for lifeless once more when Facebook went via a historical boom and became a clean manner of connecting with the clients.

Theme 4: Millennials and tourists are the target audience

During the interview, 8 restaurant owners responded that ‘the millennials and tourists are their primary customers’. They also stated that ‘it is only through these customers that they aim to perform better and expand their operations’. Restaurants face additional pressure when compared to other business fashions due to the fact that they need to recognise a way to goal a couple of demographics. This could be the most critical query the owners can answer while design an eating place idea. It is the most critical question to reply when growing a marketing plan. One of the most significant errors restaurants make is attempting to appeal to all and sundry, as stated by 8 restaurant owners. If the proprietors assume that their target market includes everyone, then they may be putting themselves up to fail. If the firm wants to achieve success in any enterprise, in particular, the commercial restaurant enterprise, then they want to outline who it is that is most probably to shop for their merchandise, and cognisance the concept to attraction to that defined marketplace.

Theme 5: Courteous staff and good quality food are the reasons for customers wanting to avail their services

7 owners replied that 'their restaurants are liked by the customers mainly due to the excellent services provided by the staff, their courteous behaviour and good quality food items’. To the question, they stated that ‘they had invested considerable time and money in training their staff so that they provide the best services to the customers and try to fulfil all of their demands’. The clients anticipate looking at an exact match between a restaurants’ environment and the manner its staff member’s appearance and act. Restaurant staff presentation that includes jacketless servers who greet guests informally instead of as “Messieurs and madames” could make for a much less-than-stellar. Neatness pleases clients and employers. Many customers assume that the condition of a piece region reflects someone’s work conduct. They think that someone with a messy work area likely does messy work. Operating smartly and in an organised way is also an important thing for running successfully.

Theme 6: Restaurants have a web presence

11 owners replied that ‘their restaurants have an online presence’. They also replied that ‘they now understand the significance of having a presence on the internet and they want to use it as extensively as possible to improve firms’ performance and enhance customer satisfaction’. For restaurants, online presence is one of the essential tools of advertising. A significant part of a restaurant’s online presence consists of actively dealing with its online recognition through third-party overview sites and social media structures. Regardless of whether the review was excellent, negative, or neutral, it offers eating places with the opportunity to connect with potential and present customers and improve their reports. A website offers a platform to offer the necessary information the customers may also want to recognise restaurants including hours of operation, directions, payment methods and more. Using answering these fundamental questions, restaurants can lower the amount of time their managers and group of workers want to spend answering phone calls. During the interview, 9 owners replied that ‘they want to use the internet mainly to interact with the customers and to develop better relations with them’. There are various strategies and techniques for online advertising. It includes the likes of e-mail, social media, search engine optimisation, etc. through such techniques and strategies; organisations can reach out to their clients who can be in one-of-a-kind geographic locations. Accordingly, through the use of the strategies of online marketing, corporations basically can increase many of the target clients. With the increasing fashion of online socialising, online advertising and marketing are the standard gold form of marketing that organisations can utilise and expand in addition to preserve healthful family members with the customers. Sizable adoption and use of the internet as the primary means of verbal exchange have essentially pressured agencies to undertake such methods. First and foremost, it is far important to tune the outcomes of the restaurant’s online marketing campaigns. For this reason, the management needs to set goals for each marketing campaign to make sure that the approach is in line with the desires of the restaurant. Whether it is monitoring the number of the latest customers received or the boom in revenue, these figures will reveal the outcome of online marketing campaigns. A general number of visitors to the internet site will deliver a fantastic concept about the traffic generated with the aid of the internet site. Measuring this count earlier than and after starting the net advertising campaign to look if it is far paid off. The jump rate is the wide variety of visitors who come to the web site and leave before clicking to some other web page or taking any movements. An excessive soar fee indicates that visitors are not getting what they need when they visit the internet site.

Theme 7: Website traffic statistics, online bookings, comments on blogs are the main ways to monitor the success of an online marketing strategy

First and foremost, it is far important to tune the outcomes of the restaurant’s online marketing campaigns. For this reason, the management needs to set goals for each marketing campaign to make sure that the approach is in line with the desires of the restaurant. Whether it is monitoring the number of the latest customers received or the boom in revenue, these figures will reveal the outcome of online marketing campaigns. A general number of visitors to the internet site will deliver a fantastic concept about the traffic generated with the aid of the internet site. Measuring this count initially and after starting the net advertising campaign tells if it is far paid off. The jump rate is the wide variety of visitors who come to the web site and leave before clicking to some other web page or taking any movements. An excessive soar fee indicates that visitors are not getting what they need when they visit the internet site. Restaurant customers search for eating places on their phones, get hold of marketing messages digitally, use the internet for customer support and research restaurants with the aid of analysing online restaurant reviews. People place carryout and delivery orders online, purchase e-commerce products from eating place websites and look for eating place menus online. With a view to growth agree with and loyalty amongst the customer base, it is essential to get a bit private. Having a digital marketing approach that's applied through the use of social media web sites including Facebook and Twitter can assist the customers in maintaining in touch and living updated on a greater personal degree, providing them with a platform that they can use.

Theme 8: Word of mouth marketing is an integral marketing tool

It is a form of free advertising which is performed by the customers or other such stakeholders. At the core of such marketing, the technique is sharing information about the product or service of a company in the form of dialogues. It includes various elements such as buzz, viral, emotion, and even social media marketing. Word of mouth marketing happens when customers or other stakeholders share information or their experience with the company. In order to use the word of mouth marketing technique, companies have to initiate the conversation. This can be done by them encouraging the customers or other stakeholders to share information and experiences. They can be discussing the quality of the product or how the company successfully or unsuccessfully fulfilled their needs and demands.

Theme 9: Online marketing helps in getting more footfall

One of the essential aspects of online advertising and marketing is that it is much more immediate and more personal than traditional methods of marketing. Instead of shouting out promo messages to customers, the restaurants may instead engage with them through e-mail, text message, on Facebook and more. This allows them to build a rapport with the customers – to experience comfortable with the customers and become a part of the brand. Over the years, this results in repeat business, unswerving customers and long-time period relationships that can be very worthwhile. Online marketing and social media especially, make referring the business a breeze. Clients can tag the restaurant on Facebook, share the firm's updates or forward restaurant's email to friends and family right away. Even if they do not do it deliberately, every so often a contemporary consumer’s interactions with the brand may be visible via others in their social networks. 10 owners responded that the restaurant primarily uses three online platforms – Facebook, YouTube, and Twitter to advertise their services online. According to these owners ‘using all these three platforms gives the immense firm reach among the target customers and also provides the ability to interact with them effectively’. Technology is an essential part of online marketing processes. Since technology is changing and evolving at such a rapid pace, it is affecting how online marketing is being used and implemented. One of the most significant advantages of using online marketing it the fact it is a low-cost option and a far more effective of promoting products and services of a company. While using the channels and mediums of online marketing, companies can change or modify marketing campaigns without having to pay a hefty price.

Theme 10: Online marketing drives competition

Restaurant customers search for eating places on their phones, get hold of marketing messages digitally, use the internet for customer support and research restaurants with the aid of analysing online restaurant reviews. People place carryout and delivery orders online, purchase e-commerce products from eating place websites and look for eating place menus online. With a view to growth agree with and loyalty amongst the customer base, it is essential to get a bit private. Having a digital marketing approach that's applied through the use of social media web sites including Facebook and Twitter can assist the customers in maintaining in touch and living updated on a greater personal degree, providing them with a platform that they can use.

Discussion

Online advertising consists of a considerable form of equipment and strategies that are drastically one-of-a-kind from conventional advertising and marketing methods. This is mainly due to the motive that online advertising is made of extra channels and mediums which can be without difficulty accessed through the net. Bambauer-Sachse and Mangold (2011) said that online advertising is the mixture of the internet’s most innovative and technical equipment which incorporates the likes of layout, development, income, and commercial, and so on. One of the most important benefits of using online advertising and marketing is that it is a low-cost alternative for traditional marketing and also is more effective. Flexibility and convenience are the primary purposes of the accelerated use of online advertising. Even as the usage of the channels and mediums of online advertising and marketing, organisations can alternate or adjust marketing campaigns without having to pay a hefty charge. However, if the companies needed to perform such an activity, then they needed to spend a considerable amount of time, cash and other such sources on making the relevant changes. Modifying the advertising campaign is very smooth in online advertising. This offers them a variety of flexibility and ease of use. Some crucial other gain of online advertising, as pointed out by using Chen, Fay, and Wang (2011) is that there are plenty of alternatives for organisations to pick out from. In contrast to the conventional strategies, in online marketing firms have a few options from which they can choose the most appropriate advertising tool. Jalilvand and Samiei (2012) define the term word of mouth advertising as the technique that relies upon on casual social interactions to promote a product. Hamann (2015) stated that it is an activity or a form of marketing which is performed by the customers or other such stakeholders. The crucial aspect of this form of marketing is that it is centred on the sharing of information about the product and/or service of a company. The word of Mouth advertising association (WOMMA) stated that the kind word of mouth advertising techniques is credible, social, repeatable, measurable and respectful (Hamann, 2015). It is primarily based on improving experiences of the customers. It focuses on communication between the company and the customers. It consists of numerous factors which include buzz, viral, emotion or even social media advertising. Silverman (2011) stated that the word of mouth marketing is a very effective technique that would enable the customers to share information about the firms’ products and/or services. This is considered to be an effective form of marketing, mainly due to the reason that it is free and can spread among the target customers quickly. Smith (2012) also noted that through word of mouth marketing technique, the company could enhance its reach among the target customers and improve their interaction. Word of mouth allows the company to create a buzz around its products or services, thereby helping the company to promote through other channels or mediums. Online advertising and marketing are one of the leading gears of advertising used by agencies around the arena. In line with Chan and Ngai (2011), online marketing is not only cost effective, but it also has a better reach in the target market. This means that the company can create or develop a strong and vast customer base. In this age of hyper-competition in the restaurant industry, it is imperative for Indian restaurants to have a strong and positive presence on the internet. This way they can interact with the customers, along with identifying and understanding their varied needs and demands. As online advertising is turning into even more popular, numerous elements and forces have been recognised which have an extensive impact on the use of such advertising strategies.

Therefore it is vital for the entrepreneurs that should gain intensive know-how of such elements for the management to decide the approaches to use the said marketing tool. Data evaluation is another crucial component that has a significant impact at the processes and systems of online marketing. In this regard, Zhang, regulation, and Li (2010) said that online advertising is mainly depending on information series and analysis. According to Wymer (2010), the most effective way to use online marketing is by obtaining as much information about the customers as possible. This can be the differentiating factor between success and failure of online marketing strategies. It can be helpful in understanding the demands of the customers and determining ways through which they can be fulfilled in an efficient and effective manner. Schubert, Solnet, and Kralj (2010) and Wymer (2010) said that numerous sources are used to acquire data about the customers, but to ensure that they are relevant and useful for online advertising, the facts desire to be analysed thoroughly and accurately. In this regard, Longart (2010) said that the emergence of big data had changed the very nature of online advertising and its use. Kozinets, Wojnicki, and Wilner (2010) predicted in their research that big data would continue to evolve and become a critical component of business strategies, management strategies and organisational structures. According to Li, Lin, and Lai (2010), one of the huge drawbacks of online advertising is that it overly depends on technology. It is far a well-known truth that if the management wants to use the equipment and techniques of online marketing, a company has to use modern technology to be had within the marketplace. Because of this reason, it may be stated that to use online advertising, the organisation has to construct and hold particular infrastructure, while making sure that the firm can use the latest technologies. Eisingerich, Jia and Bell (2015) also stated that with always evolving technologies, it is becoming challenging for companies to apply them efficaciously within the online advertising characteristic. Word of mouth marketing happens even the customers are in the process of taking a buying decision and are inquiring about the product or service. People search more about a product or service that they hear the most about it. Akroush, Samawi and Odetallah (2013) stated that this is possible even when the word of mouth marketing is negative in nature. While the product is predominantly intangible and excessive in revel in tendencies (which includes a lodge or enjoyment membership), customers find it difficult to evaluate and are on the lookout for input word of mouth to reduce their perceived chance.

Viral marketing distinguishes itself from other marketing techniques as it is built on agreeing with among people. The growing reputation of many online social network internet web sites, including Facebook, Myspace, and Twitter, presents new methods for succeeding big-scale viral advertising and marketing. Jalilvand and Samiei (2012) have decided a few unknown elements of viral advertising and marketing that are related to net customers' motivations to pass alongside online content and their dating — conceptualising way communication behaviour through the intake of online content material (Jalilvand and Samiei, 2012) Hoffman and Fodor (2010) have investigated email marketing as a method of online marketing. A whole series of execution factors had been observed through Bambauer-Sachse and Mangold (2011) in a sample of permission-primarily based email advertising and marketing promotions. As an instance, one thousand promotional e-mails have been written to United Kingdom e-outlets over an 18-month (Kim, Magnini and Singal, 2011). Tiago and Veríssimo (2014) have decided that the use of electronic mail and other online tools although have been implemented, but they should be tested thoroughly so as to determine ways to improve their efficiency and make them more effective in attracting the customers. Marketing and mobile advertising may be described as an advertising and marketing technique in which the promotional messages are sent to a mobile phone, instead of an email or on a social media platform. More studies are needed on ways to make mobile marketing more effective in attracting customers (Groeger and Buttle, 2014). Due to the improvement in technology, companies have to focus on developing more mobile-friendly content and marketing strategies. During the last few years, mobile marketing has created new opportunities for organisations to interact with their audience more powerfully (Groeger and Buttle, 2014).

CHAPTER 5: CONCLUSION

Marketing is a crucial aspect of the operations of business organisations. It is of utmost importance for companies that they manage the marketing process and strategy effectively. This way the firm can enhance its performance and also its sustainability in the market. Through a well-developed marketing strategy firm can easily attain its goals and objectives (Lee and Hwang, 2011). The restaurant industry is a very competitive market place. Thus it is all the more important for such firms to select and implement a proper marketing strategy. It can have a significant impact on its performance. Due to this reason, it can be said that the function of marketing can be the differentiating factor between the success and failure of a restaurant (Tsiotsou and Goldsmith, 2012). Today some tools and techniques can be used by such firms to perform the marketing function. Online marketing has emerged as one of the critical tools of marketing. Herein companies promote their products and services through the internet. Ohri-Vachaspati (2015) states that it is a very cost useful option in comparison to the traditional methods of marketing. In using this option, the required investment is meager, while the reach in the target market is significantly higher. With the rise in popularity and usage of the internet, online marketing is set to maintain its position and even become an even more critical part of marketing strategies for companies. However, Tsai and Lu (2012) argue that in order to use this option, companies have to invest in development in a whole new infrastructure, as they have to develop a website, create profiles on social networking sites, hire online marketers, create servers and networks. Due to this reason, Kwok and Rangan (2015) believe that using this option may not turn out to be as effective as Min and Lee (2014) and Ha and Jang (2010) have stated. In the current study, a thorough assessment of the two strategies has been presented. The primary purpose of this research is to analyse their impact on the performance of Indian restaurants in Edinburgh and also recommend a marketing strategy to them. To conduct this study, the researcher collected both primary and secondary forms of data and analysed them through a qualitative approach to thematic analysis. In this study, a thorough discussion and comparison between online marketing strategy and word of mouth marketing have been provided about Indian restaurants in Edinburgh. This research was conducted in order to analyse the impact of online and word of mouth marketing strategies on Indian restaurants in Edinburgh and also recommend either of the two marketing strategies. Zhang, Law and Li (2010) found that online marketing has a significant impact on the performance of these organisations. Due to the different uses and effectiveness of marketing strategies and the rising level of competition in the industry, it has become imperative for the restaurants to learn about different types of marketing strategies and select the one best suited to their operations and the target customers. In this study, a thorough discussion and comparison between online marketing strategy and word of mouth marketing have been provided about Indian restaurants in Edinburgh. This research was conducted in order to analyse the impact of online and word of mouth marketing strategies on Indian restaurants in Edinburgh and also recommend either of the two marketing strategies. The study of Kim, Magnini and Singal (2011) focused on analysing the impact of online marketing on restaurants. They determined that online marketing has a significant impact on the performance of these organisations. However, Kim, Magnini and Singal (2011) did not compare word of mouth and online marketing with one another. The current delves into this aspect and provides recommendations on the best-suited marketing strategy for Indian restaurants in Edinburgh.

During the study, the participants stated that for the next two years in the life of their restaurant, growth is the most critical objective. The restaurant industry is one of the competitive marketplaces in the country, and therefore these firms should focus on rapid expansion and growth. This way the firm can focus on providing better services to the customers and ensure maximum satisfaction for the stakeholders. While conducting the study, it was noted that the majority of the past studies have focused on fulfilling demands of the customers. Owners of the restaurants stated that they had put the website addresses and social media links on all of their marketing materials. They stated that through such an approach they could make it easy for the customers to contact them and also obtain information about the restaurant’s services. One of the participants stated that integration is the key to effective marketing. During the interview, the owners replied that they want to use the internet mainly to interact with the customers and to develop better relations with them. One of the most significant advantages of using online marketing it the fact it is a low-cost option and a far more effective of promoting products and services of a company. While using the channels and mediums of online marketing, companies can change or modify marketing campaigns without having to pay a hefty price.

Recommendations

While conducting the study, it was observed that word of mouth marketing is one the prominent and highly effective forms of marketing strategies. Many scholars and experts have stated that through such type of marketing tool, they can create a buzz in the market and easily reach out to the customers. The word of mouth marketing strategy is considered among one of the most effective marketing strategies. Almost every company, regardless of the industry that it might be a part of, relies heavily on word of mouth marketing. It enables the company to generate awareness about its products and/or services among the target customers. The current study also revealed that online marketing is also fast becoming the premier form of marketing tool. An increasing number of companies are using this marketing tool. It gives them unparalleled access to the target market and improves interaction as well as relations with the customers. On the basis of the study, it can be recommended that Indian restaurants should promote their services through online channels such as social networking sites. However, these organisations should integrate online and word of mouth marketing. Herein they can create some trends by using catchy hashtags and spread them over the social media platforms such as Twitter, Facebook. By using catchy titles and hashtags, they can encourage the customers to talk about the restaurant over social media. This will create a buzz in the market and will help in attracting the customers.

Future Research

Future studies can delve into exploring different aspects of this research topic. Future scholars can compare the effectiveness of traditional marketing with online marketing strategies. In these studies, the researcher will be able to identify various traditional marketing approaches used by restaurants and compare them with online marketing methods. Herein information such as customer satisfaction, new customers through both channels can be assessed. Conducting such a study will help in understanding and determining the most effective approach for marketing the restaurant services to the target customers.

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