Abstract

In recent years, social media platforms have transformed how businesses engage with customers and advertise
their products and services. This transformation is particularly noticeable in the restaurant sector, where
establishments increasingly utilize social media to engage with customers and bolster their brand presence. With
dominant platforms like Facebook, Instagram, TikTok, and TripAdvisor, restaurants now have unparalleled
opportunities to connect with customers, showcase their menu items, and influence consumer behaviour.
However, social media's impact on restaurants extends beyond marketing and permeates various aspects of
restaurant management, including customer feedback management, reputation monitoring, and operational
decision-making. Understanding how social media platforms affect restaurant management from managers'
perspectives is essential for navigating this dynamic landscape effectively.
This study adopts a rigorous qualitative approach, conducting in-depth interviews with 25 managers of casual
dining restaurants in the Thessaloniki Region. The aim is to comprehensively explore the multifaceted impact of
social media platforms on various aspects of restaurant management. By delving into how social media influences
marketing strategies, customer engagement, and reputation management, this research will provide robust
recommendations for optimizing social media usage in the industry.
Upon completion on April 20, 2024, the findings of this study will shed light on the challenges and opportunities
that social media presents for restaurants. By providing practical and actionable insights, this research aims to
equip restaurant managers with the knowledge to effectively utilise social media platforms in navigating the
competitive dining industry landscape.