Marketing Communications Factors Affecting Market Potential for Restaurant Businesses through Online Social Network in Bangkok Metropolitan Area

Abstract

                The research was purposed to investigate online social network communication factors that have affecting an increase in market potential of restaurant enterprises. A mixed method of guantitative and qualitative research is used in this study. The sample included 400 consumers patronizing the service of restaurant in Bangkok and using online social network communication. Data analysis was performed using the Descriptive statistics of mean and standard deviation. The result showed that the online social network communication has influenced the increase in market potential of the restaurant mostly on customer’s comments which they made via the online social network, resulted that  the food stores acknowledged the strength and weakness of its service.