Comparative Analysis of Digital Marketing Strategies of Selected Fast Food Chains

Bunaeva Anastasia (2025) Comparative Analysis of Digital Marketing Strategies of Selected Fast Food Chains. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In my dissertation I will explore the digital marketing strategies used by selected fastfood chains. The reason for choosing this topic is the growing importance of digital marketingin restaurant industry that I personally observe. Today restaurants are no longer focus only onfood, but also on creating a great brand experience. Online marketing plays a key role in thischange, helping restaurants communicate with their customers, learn about their preferencesthrough social media, and share personalized content contributing to a better customerexperience and creating a stronger bond with the potential customers.For my comparative analysis I decided to take four popular fast food chains from theUnited States of America (three of which exist on the international market) that I have beenfollowing for a long time and been interested in what digital marketing strategies they use. Myaim is to show on their example the importance and effectiveness of using digital marketingstrategies. This also shows my personal involvement in this topic, as I am eager to work in thehospitality industry. A strong interest in these two fields - marketing and the restaurant businessindustry - have developed throughout my time studying at university. By writing this study Ihope to gain deeper understanding of digital marketing in fast food restaurants. I am confidentthat I will be able to study all the important factors of online marketing and understand how itworks. Moreover, understanding the specifics of online marketing can bring me valuableknowledge in the field of hospitality that I can apply in my future career.Research questions: The following questions I would like to answer in this dissertation: 1. What are the key components of digital marketing strategies? 2. What are the most commonly used digital marketing strategies in the selected fastfood chains? 3. How do selected fast food companies implement digital marketing strategies, andwhat are the key differences in their approaches?

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Vendéglátás Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand loyalty, Digital marketing, digital marketing strategies, fast food chains, social media marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 14:55
Utolsó módosítás:	2026. Ápr. 09. 14:55

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