“ASSESSING THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON
SALES AND CUSTOMER ENGAGEMENT AT CAFÉ CASBORRAN”
Potential Research Gaps about this Title:
1. LACK OF EMPIRICAL STUDIES ON SMALL, LOCAL BUSINESSES: Most
research on digital marketing focuses on large corporations or global
brands. A study on Café Casborran could provide valuable insights into the
effectiveness of digital marketing for small, local businesses.
2. INSUFFICIENT RESEARCH ON CUSTOMER ENGAGEMENT IN THE
FOOD AND BEVERAGE INDUSTRY: While there is research on customer
engagement in various industries, there may be a gap in understanding
how digital marketing affects customer engagement specifically in the
food and beverage industry.
3. LIMITED UNDERSTANDING OF THE IMPACT OF DIGITAL MARKETING
ON SALES IN RURAL OR TOURIST AREAS: Café Casborran may be
located in a rural or tourist area which could have unique characteristics
that affect the impact of digital marketing on sales. Research in this area
could provide valuable insights for businesses in similar locations.
4. GAP IN UNDERSTANDING THE IMPACT OF DIGITAL MARKETING ON
CUSTOMER LOYALTY AND RETENTION: While there is research on the
impact of digital marketing on customer acquisition, there may be a gap in
understanding how digital marketing affects customer loyalty and
retention, particularly in the context of a small business like Café
Casborran.
STRENGTHS:
1. Specificity: The title clearly specifies the focus on social media marketing,
sales, and customer engagement.
2. Relevance: The topic is relevant to the current digital marketing landscape
and the hospitality and marketing industry.
3. Feasibility: The title suggests a manageable scope for the research, focusing
on a single business (Café Casborran) and a specific marketing channel (social
media).
4. Clear objective: The title clearly states the research objective: to assess the
effectiveness of social media marketing.
WEAKNESSES:
1. Limited generalizability: The title’s focus on a single business (Café
Casborran) may limit the generalizability of the findings to other businesses or
industries.
2. Narrow scope: The title’s focus on social media marketing might overlook
other important digital marketing channels or strategies.
3. Lack of theoretical framework: The title does not suggest a specific
theoretical framework or conceptual model to guide the research.
BENEFITS OF THIS STUDY:
PRACTICAL BENEFITS:
1. IMPROVED DIGITAL MARKETING STRATEGY: The research will provide
insights into the effectiveness of different digital marketing strategies, helping
Café Casborran optimize its marketing efforts.
2. INCREASED SALES: By understanding the impact of digital marketing on
sales, Café Casborran can develop targeted marketing campaigns to increase
sales.
3. ENHANCED CUSTOMER ENGAGEMENT: The research will provide insights
into how digital marketing can improve customer engagement, helping Café
Casborran build stronger relationships with it’s customers.
4. COMPETITIVE ADVANTAGE: By leveraging digital marketing effectively, Café
Casborran can gain a competitive advantage over the businesses in the industry.
THEORETICAL BENEFITS:
1. CONTRIBUTION TO EXISTING LITERATURE: The research will contribute to
the existing body of knowledge on digital marketing, providing new insights and
perspectives.
2. DEVELOPMENT OF NEW THEORIES: The research may lead to the
development of new theories or frameworks for understanding the impact of
digital marketing on sales and customer engagement.
3. ADVANCEMENT OF DIGITAL MARKETING FIELD: The research will help
advance the field of digital marketing by providing a deeper understanding of its
impact on businesses.
PERSONAL BENEFITS:
1. DEVELOPMENT OF RESEARCH SKILLS: Conducting this research will help
you develop your research skills including data collection, analysis, and
interpretation.
2. ENHANCED CRITICAL THINKING: The research will require you to think
critically about the data and findings, helping you develop your critical thinking
skills.
3. NETWORKING OPPORTUNITIES: The research may provide opportunities for
you to network with professionals in the industry, including Café Casborran’s
management and staff. Conducting this research will provide and valuable
insights for Café Casborran, contribute to the existing literature on digital
marketing and help you develop your research and critical thinking skills.
PRIMARY BENEFICIARIES:
1. CAFÉ CASBORRAN MANAGEMENT: The research findings will provide
valuable insights into the effectiveness of digital marketing strategies, helping
them optimize their marketing efforts and improve sales and customer
engagement.
2. CAFÉ CASBORRAN EMPLOYEES: By understanding impact of digital
marketing on sales and customer engagement, employees can better
understand their roles in supporting marketing efforts and providing excellent
customer service.
SECONDARY BENEFICIARIES:
1. SMALL BUSINESS OWNERS: The research findings can be applied to other
small businesses, particularly those in the food and beverage industry, to help
them develop effective digital marketing strategies.
2. DIGITAL MARKETING AGENCIES: The research can provide insights into the
effectiveness of different digital marketing strategies, helping agencies refine
their services and better support small businesses.
3. TOURISM INDUSTRY: As Café Casborran is likely a tourist destination, the
research can provide insights into how digital marketing can attract tourists and
enhance their experience.
4. LOCAL COMMUNITY: By supporting local businessesliie Café Casborran, the
research can contribute to the economic growth and development of the local
community.
ACADEMIC AND RESEARCH BENEFICIARIES:
1. MARKETING RESEARCHERS: The research can contribute to the existing
body of knowledge on digital marketing, providing new insights and
perspectives.
2. ACADEMICS AND STUDENTS: The research can serve as a case study for
teaching digital marketing and entrepreneurship, providing real-world examples
and applications.
ABSTRACT
INTRODUCTION
STATEMENT OF THE PROBLEM