BUSINESS USE OF SOCIAL MEDIA IN HUNGARY: OPPORTUNITIES ACROSS GENERATIONS, REGIONS AND PLATFORMS IN THE CATERING INDUSTRY

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Absztrakt (kivonat)

Service has always been an industry that was considered as a special one, unlike others. The characteristics can highly vary and along with the definition, they constantly change and evolve. Hospitality and catering have undergone serious transformation over the course of the latest years, especially due to the COVID-19 pandemic. Inevitably, consumers also had to adapt to these alterations. Consumer behavioural patterns have always highly depended on the age cohort of the person who is being analysed. Even though habits can be different on a personal level, according to various researches it has been proven that individuals can be categorised: generalisation based on generations is a commonly used method. There is a huge potential even for the smallest player in the hospitality and catering service industries in Hungary regarding running successful social media marketing campaigns – only if they are able to understand the preferences and consumption habits of these generations. Social media is here to stay, which means that the stake in the success of a business is still growing. Small businesses and owners are not required to be experts in the field of social media marketing. However, they have to understand the instruments of the different networks and application, and, of course, the different strategies that allow them to reach both their existing and new, potential customers in order to build higher awareness and increase the purchase rate of the different generations. Even though all three dimensions of credibility (attractiveness, trustworthiness, expertise) of brand ambassadors and influencers are considered important, however, a person with a higher expertise and experience with a product category are viewed the most credible by the researched generations – especially when there is only a small or no “fit” between the person and the brand or product. Ultimately, the dissertation introduces a “value-added” component for generally any type of business in the Hungarian SME sector: based on the findings, the practices of various establishments and companies could be tailored to suit the expectations of the different generations in order to increase the effectiveness of their social media campaigns.

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