The Impact Of Promotion By Social Media Influencers On A Restaurant Sales A Case Study Of “barsha Bennah” Restaurant

Résumé: The sales of a commercial establishment are linked to a set of factors that play the role of influence on the purchasing behaviour of the consumer and eventually the sales. These factors are divided into two types : personal influences and social influences. Various commercial institutions are developing promotional strategies by adopting promotion through WEB 2.0, such as influencers or what is called influence marketing. Barsha Bennah is a fast food restaurant located in Annaba, Algeria, that specializes in Tunisian food ,on February 28, 2022 the restaurant adopted promotion through social media by contracting with a Facebook influencer, where the latter developed a promotion strategy by filming videos inside the restaurant,, In the following days, the restaurant experienced a jump in sales and an increase in the number of its followers on social media.

Publié dans la revue: مجلة رقمنة للدراسات الإعلامية والاتصالية