초록 열기/닫기 버튼

This study aims to derive effective marketing strategies for food service franchises by using social media big data analysis. Based on literature research and related papers over the past three years, the current status of the food service industry and changes in consumer behavior were examined in depth. Social media has become an important platform for information and communication for modern consumers, through which consumers form brand awareness and make purchase decisions. In particular, this study analyzed various effects of social media on consumer preference and brand perception. In the data collection process, consumer reactions and trends on various social media platforms were identified, and through this, the necessity of customized marketing strategies that accurately reflect consumer needs was emphasized. As a result of the study, it was confirmed that marketing strategies reflecting specific trends and consumer needs play an important role in the success of the food service franchise. In addition, this study specifically suggested how social media big data analysis can contribute to increasing brand loyalty and inducing customer participation through successful cases. We propose a plan for a food service franchise to strengthen its relationship with consumers by utilizing big data and improve service quality through continuous feedback. Finally, this study presents various ways for a food service franchise to strengthen its competitiveness through big data, and discusses future research directions and practical marketing improvements. Through this, we intend to promote the sustainable growth and development of the food service industry and emphasize the importance of establishing an innovative marketing strategy through social media. Through this methodology, we intend to present an effective marketing strategy for the food service franchise. The main result of this study is that it was possible to clearly grasp the consumer preferences and trends of the food service franchise through social media big data analysis. As a result of the analysis, consumers showed high interest in health and well-beingrelated menus, and it was found that positive reviews on social media had a positive effect on brand loyalty. In addition, it was confirmed that certain hashtags and campaigns are effective in inducing consumer participation. These results provide an opportunity for food service franchises to strengthen their relationships with consumers by establishing data-based customized marketing strategies. Therefore, this study emphasizes the importance of using social media in the food service industry and suggests that it can be used as practical basic data for establishing future marketing strategies.