Visual Marketing in Instagram for Restaurant Business: An Analysis

This study analyses the impact of visual marketing on Instagram for restaurant businesses. It examines ways in which Instagram can be utilized for augmenting consumer market knowledge pertaining to the restaurant industry. The study includes a literature review, methodology, results and findings, discussion and evaluation, and conclusion with recommendations. The study aims to provide insights into the latest tactics used by public relations professionals for encouraging users to post about their restaurants and to determine factors that are effectively working for increasing knowledge and factors that are leading to detrimental publicity of their organization.

VISUAL MARKETING IN INSTAGRAM -
AN ANALYSIS OF RESTAURANT BUSINESS
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Abstract
The growing popularity of social media has enabled the professionals of public relations to
use these online platforms for marketing purposes. Instagram, a social media platform, is
currently at the helm of popularity. It has facilitated reaching out to the global customers with
the assistance of visuals. However, negligible understanding of this instrument of public
relations has made forging of a formidable business presence challenging. This particular
study unravels the ways in which the visuals of social media, with special reference to
Instagram, can be utilized for augmenting consumer market knowledge pertaining to the
restaurant industry.
Evaluation of relevant literature and viewpoints of professionals has enabled the scholar to
finalize the conceptual model and in extraction of data that in turn assists in deriving of
conclusions. The following finding facilitates understanding of leading practices for the
promotion of restaurants on social media channels. The focus group was attended by
restaurant leaders from 7 countries. It would be useful to extend the sample and research in
other developing and industrialised countries in order to increase the number of consumers in
other age groups. Consumer attitudes to advertising as a problem attract the interest of
scientists and practitioners to consider the analysis of the effectiveness and success of
advertisements in social networks. As a result, the study increases the value of the fact that so
far, there is very little academic literature on this particular topic to explore the owners’
position on fast-food advertising on Instagram.
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Acknowledgments
The final outcome and success of this research work required immense assistance and
guidance form many people. I am extremely privileged to have completed this research
project on time. I have been able to accomplish this research due to assistance and
supervision and I will never forget to extend my thanks to them.
I would like to thank my professor and Principal for providing me with the opportunity to
undertake this research work. They are provided me the guidance and support to enable me to
complete this project. I owe my gratitude to my project research guide, who provided me
with all the information that was necessary for completing this project.
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Table of Contents
Abstract................................................................................................................. 2
Acknowledgments.................................................................................................. 3
TABLE OF FIGURES................................................................................................. 5
1.0 Introduction.................................................................................................. 6
1.1 Introduction to the topic...............................................................................6
1.2 Situation Analysis......................................................................................... 6
1.3 Problem Statement....................................................................................... 8
1.4 Research Questions...................................................................................... 8
1.5 Objectives of the study................................................................................. 9
1.6 Limitations of the study.............................................................................. 10
1.7 Scope of the study...................................................................................... 10
1.8 Hypotheses................................................................................................. 11
1.9 Organization of Thesis................................................................................11
2.0 Literature Review....................................................................................... 13
2.1 Reviews...................................................................................................... 13
2.2 Gap Analysis............................................................................................... 13
2.3 Conceptual Model....................................................................................... 13
3.0 Methodology............................................................................................... 21
3.1 Research Onion...................................................................................... 21
3.2 Research Process.................................................................................... 21
3.2.1 Research Philosophy.........................................................................21
3.2.2 Research Approach...........................................................................22
3.2.3 Research Strategy............................................................................22
3.2.5 Time Horizons...................................................................................22
3.2.6 Data Collection................................................................................. 23
3.2.7 Research Instrument........................................................................23
3.2.8 Research Design................................................................................... 24
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3.2.9 Samples............................................................................................. 24
3.2.10 Sample Size and Sampling Techniques..............................................24
3.3 Accessibility Issues................................................................................. 25
3.4 Ethical Issues.......................................................................................... 25
4.0 Results and Findings.................................................................................. 26
5.0 Discussion and Evaluation............................................................................. 31
6.0: Conclusion and Recommendations...............................................................34
7.0 References..................................................................................................... 36
Appendix 1........................................................................................................... 40
Appendix 2: Questionnaire................................................................................... 46
TABLE OF FIGURES
Figure 1: Popular Social Media Networking Sites............................................................................... 7
Figure 2: Rise in Instagram Users.............................................................................................................. 8
Figure 3: Research Onion........................................................................................................................... 20
Figure 4: Most Effective Marketing Strategies for Businesses-Age Wise................................24
Figure 5: Gender wise active in Facebook/ Instagram in a Week.............................................25
Figure 6: Profit Comparison due to use of Instagram Advertisement.....................................25
Figure 7: Agree with Instagram helps businesses grow................................................................26
Figure 8: Business tenure with average gross profit after using Instagram (in $).............27
Figure 9: Country-wise Instagram Advertisement Utility............................................................27
Figure 10: Profit from Instagram based on business tenure.......................................................28
Figure 11: Opinion on impact of Instagram on Business growth (Level1 –Strongly
Disagree, Level 5 – Strongly Agree)....................................................................................................... 28
1.0 Introduction
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1.1 Introduction to the topic
The focus of this study lies in marketing on social media with the use of visual
communication in reference to the restaurant industry (Stelzner 2014, p.1-52). Latest
industrial trends including Instagram marketing has been examined. It has been explained
that the visuals of the restaurant industry are the ideal mean for engaging audience since
visual communication garners customers' attention and thereby involving them using layout,
colour, arrangement, images, and balance (Macarthy, 2018). Despite many challenges, the
emergent marketing blueprint expedites interactions between restaurants and customers at a
personal level and enhances marketing through oral marketing (Ha, 2015). Despite the
challenges, the emergent marketing blueprint expedites interactions between restaurants and
customers at a personal level and enhances marketing through oral marketing. A growing
number of users in the Instagram post regarding their experiences at restaurants. Social media
marketers make use of Instagram to provide targeted consumers insights into an experience
that they can receive at a restaurant. Instagram marketing has been noted to be one of the
most effective tools in promoting the business of a restaurant hence it is being adopted by a
wide range of restraint businesses from all over the globe (Ferreira 2016, p.78-82). The scope
of this current research examines the impact that is caused by the visual marketing of
Instagram by conducting an analysis of restaurant businesses.
1.2 Situation Analysis
The emergence of an Instagram created vogue of social media visuals in 2010. The functional
concept underlining this particular application is the social network site emphasizing
photography instead of written posts and status (Neher, 2014, p. 92-100). It has been
observed by Chen (2018, p.22-36) that due to the visual craving of people, experiences
created on Instagram have attained magnificent popularity. Users prefer sharing of life stories
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and experiences and this provides the ideal solution to them (Salleh, Hashima and Murphy
2015, p. 1-5; Salleh, Hashima and Murphy 2016, p. 87-97).
Figure 1: Popular Social Media Networking Sites
Source: (Dreamgrow, 2018)
Since coinage of the term "appetite appeal" by David Ogilvy almost fifty years ago, food
campaigns have been incorporating visuals at a considerable rate. However, the roping of
social media has compelled the public relations competent to design magnificent visuals
for self-representation and at the same time ensuring that their customers are further
posting positive brand pictures (Bergström and Bäckman, 2013). Instagram is the third
most popular social networking website with growing user’s month-on-month basis. The
graph below depicts an annualised increase in Instagram users on yearly basis, making it
one of the most preferred avenues for restaurant visual marketing.
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Figure 2: Rise in Instagram Users
Source: (Neil Patel, 2019)
1.3 Problem Statement
This study aims to evaluate the latest tactics used by public relations professionals for
encouraging the users for posting on their restaurants. By analysing the latest tactics, the
restaurants can comprehend factors that are effectively working for increasing knowledge
and the factors that are leading to detrimental publicity of their organization (De
Veirman, Cauberghe, and Hudders 2017, p.798-828). This study provides assistance to
small restaurants in their marketing strategy for social media marketing by deciding what
should cause positive brand representation.
1.4 Research Questions
The research questions mentioned below are structured to get better clarity of the
marketing features in the social media field, visual communication, and they are
applicable to the context of restaurants. These questions juxtapose the latest techniques
applied in the public relations arena and viewpoints of the major players (Evans, 2010, p.
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250-275). These further helped in differentiating between the negative and positive
impact of social media visuals.
 How can the restaurant industry utilize social media?
 How can the restaurants utilize Instagram in benefitting the business?
 How can Instagram be used to influence the knowledge of consumers in
restaurants and increase customer base?
 How can this knowledge be used for driving business of fine dining as well as
small restaurants?
 Does the Instagram advertisement positively and significantly affects the profit
margin?
1.5 Objectives of the study
The study aims at analysing the visual impact created by Instagram marketing of
restaurants. Thus, the objectives of the study are as below;
1. To analyse ways in which restaurant industry utilized social media
2. To examine the Instagram influence on the knowledge of consumers in restaurants and
its reflection in increase in customer base by at least 10%.
3. To analyse ways in which the customers get more engaged in the existence of
restaurants on social media, internet, and in offline marketing.
4. To examine whether restaurants have been successful in utilizing Instagram for
augmenting their profits.
5. To be able to determine customer involvement in Instagram be used by small scale
restaurants as well as fine dining restaurants.
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1.6 Limitations of the study
The study has been able to incorporate major aspects that restaurant owners incorporate into
Instagram related marketing efforts (Lipsman, Mudd, Rich and Bruich 2012, p.40-52).
However, the study has faced some major limitations which were diagnosed at the end of the
study procedure, they are as below;
 The study has been conducted taking into consideration inputs from manager of
restaurants only and has totally avoided the point of view from employees of these
restaurants, consumers and from other individuals from the hospitality industry.
 The scope of this study is confined to analyse the impact of Instagram marketing only
and has avoided in totality marketing impact of other popular social media sites such
as Facebook, YouTube, Twitter, which are also quite popular platforms.
1.7 Scope of the study
The current scope of the study encompasses discussion based on the visual impact that is
created by Instagram and its effectiveness on the marketing of restaurants. Instagram being
on one of the most engaging platforms on social media provides a suitable opportunity for
restaurants to create a visual impact on their customers (Lavoie, 2015). Thus, the scope of
this study concerns ways in which restaurant owners engage their potential customers on
Instagram. The study is going to be conducted as a segment of data collection in the senior
enterprise at the University of Northampton, located in Singapore. Interviews were conducted
with major restaurant managers of the hospitality industry and managers of local restaurants
at Singapore, Australia, India, Sri Lanka, Thailand, UAE, and United Kingdom.
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1.8 Hypotheses
 Social Media has positive effect on the restaurant.
 Instagram is benefitting the business of the restaurants in a significantly positive
way.
 Instagram can be used positively influence the knowledge of consumers in
restaurants to increase customer base.
 The Instagram advertisement positively and significantly affects the profit margin.
1.9 Organization of Thesis
The study was undertaken in different sections with each section examining a part of the
entire topic. The entire study has been divided and into the following headings with further
subdivisions in them.
Introduction section introduces the readers to the topic, providing them with brief
background information on the topic. It includes the research questions, objectives and scope
of the study with its limitations.
Literature Review provides a conceptual framework on the basis of which the topic and its
data analytical framework have been developed. The gap in literature analysis provides a
brief introduction to the direction in which the study progresses.
The methodology includes a research methodological framework including data collection
and analysis techniques. It encompasses the philosophy with which the study has progressed
along with the ethical undertakings that the study follows.
Results/Findings include the results of the study or data collection procedure that has been
undertaken. It includes the various graphical representations that forms the basis for
discussion of the study.
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Discussion and Evaluations include a comparative framework of results evaluation against
the conceptual framework that has been used in the study.
The conclusion comprises of a summary of work done along with recommendations for
future work.
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2.0 Literature Review
2.1 Reviews
This literature review emphasizes the present social media literature and its usage in the
restaurants. It is inclusive of the latest trends, assessment methods, case studies and
investigation of social media's influence on the prosperity of small to medium-sized
restaurants. It undertakes reviews from different journals, articles, websites, and books to
determine a conceptual framework for the understanding of this topic.
2.2 Gap Analysis
The study has been developed by taking into account several websites, journals, articles and
book as sources. The conceptual model revealed the utilization of social media in the
restaurant industry, with the visual impact that it creates (Radzi et al, 2016). Most of the
study focuses on the positive aspects, implying the success associated with utilization of
Instagram as a social media framework. The scholar of this study analysed the existing
research gap relative to the other benefits that can accrue to the business through the usage of
Instagram, with a comparison of annual gross profits before and after usage of Instagram.
This study helps analyse the overall advantages and disadvantages accruing from using of
Instagram for their business growth.
2.3 Conceptual Model
The conceptual model has been built on topics that have been obtained from varied
journals, articles, and books on this topic. Given the conflicting results of previous
studies on social media marketing, social media ads require research to verify the
attitudes of consumers, such as the recent media ads and the main purpose of the study.
Identify the factors that affect consumer attitudes. Understanding consumer relationships
and how they influence purchase decisions help not only suppliers, but also to discover
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social and practical results of social media use. The research model makes the foundation
for more comprehensive research into ads on social media.
Conceptual Model for the research
Social Media Utilization in Restaurant Industry
It has been evidenced by to Cady (2016), that social media has been the spontaneous
adjunct of the world of communication. Howard and Parks define social media into three
segments. First, informational infrastructure utilized for producing and circulating
contents that possess individualistic values yet presents collective values. Second, the
digitalized contents of private news, messages, and ideas that transform into cultural
substances. Thirdly, consumers and industrial enterprises manufacture and avail both
instruments and constituents. As social media is becoming a feasible origin of public
relation, Ginsberg (2015) postulate that there has been an existent debate and discussion
over companies utilizing social media for popularizing their brand. Some scholars uphold
that social media can provide an exceptional opportunity for building relationships
between the customers and the brands, whereas others feel the opposite.
Industrial professionals that uphold that social media use in the restaurants is a chance for
business houses to conveniently reaching out to the large customer base instantaneously.
To quote Diamond (2013) argued that the effect of the internet on business innovation is
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Entertainment Value
Customer Information
Credibility of
Instagram Promotions
Advertisement Values
Demographic Values
Perception of
Instagram
Marketing

noticeable and expands its reach to markets while effectively managing time. Iona and
Yioula believe that social media is a productive instrument to be utilized by the business
companies for carrying out useful marketing communicational campaigns as it expedites
informal interactions by lending a personal touch to it.
Although many researchers believe that social media occupies its deserved location in the
industry of restaurants, others hold that it undermines the trustworthiness of an
establishment. It has been observed by Manzoori-Stamford (2014) some French
restaurateurs inclusive of a three stars Michelin collectively launched a ban campaign on
the use of smartphones in the restaurants for terminating the menace of photography in
these eateries. Marketing strategies embedded in social media also necessitate the
business houses to waive significant control over the content extending customers.
Ginsberg (2015) has observed that a single negative tweet on the social media platform or
an adverse Instagram comment can lead to a loss of thirty customers that is a substantial
business failure indicator.
The inception of Social Media Visual (Instagram)
Instagram was launched in 2010 and has emerged as one of the major social media
sources in the market. It needs to be analysed aspects that made this iOS app famous.
As per the observations made by Hanan and Putit (2014, p.474-474), Instagram
engages users efficiently as it allows them to share life stories and engagements. The
users get drawn to this app due to the flawless visual experiences created by the
Instagram.
A significant mean by which restaurants can reach out to their customers via social
media is with the assistance of visual communication. According to Tinnish (2013), the
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definition of visual communications is firstly a revelation is hidden and non-apparent
information. Secondly, clarification of intricate information enables the understanding
through visual appeal while maintaining a high aesthetic standard. The scholar also
postulates that "processing of images is 60,000 times faster than text" thereby perfectly
feeding into the instantaneous fulfilment culture propagated on social media. Tinnish
(2013) further explains the reasons that have stimulated the growth of visual as a major
element in marketing plans on social media (Michaelidou, Siamagka, and
Christodoulides 2011, p.1153-1159). Therefore, visual communication fascinates the
audiences thereby engaging them in an exceptional manner with effective assistance of
balance, layout, colour, size, and arrangement which cannot be obtained through use of
data.
Djafarova and Rushworth (2017, p.1-7) state that propagating engagements on
Instagram is immensely constructive since it drives traffics in restaurants and the
collective nature of these photographs manifest varieties of impressions on social media.
Creative exhibition of dishes is not liked by all restaurants’ owners.
Enhancing knowledge with Social Media Visual
Instagram has a significant rate of success in increasing knowledge of brands. Kerwood
(2015) observes that at 2.261% and it is the highest level amongst all other social media
networking platforms. Brand engagement level is at 0.216% for Facebook; on the other
hand, Twitter owns 0.035% level. Therefore, Instagram has emerged as the highest
social networking channel that offers higher engagement than twitter by 65 times and
almost ten times higher than Facebook. The primary step for creating a user account on
Instagram is to create a broad base of followers. Le (2018, p. 61) states the inclusion of
'@mentions', popular hash tags and further venue tags can provide assistance to increase
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the follower-count and attain popularity at a rate of a skyrocket. After forging a
substantial following, the utility of the account moves beyond the simplistic task of
picture posting just. According to Keating (2013), this app can be used as a platform for
anecdote telling and propagating brand connections with the audiences at a personal
level.
Visual on social media is particularly imperative for the hospitality and restaurant
industry. Neti (2011, p.1-15) observes that Instagram feeds provide guidance to the
people regarding which restaurants to visit and what cuisines to try. It is an
unprecedented practice that has taken a popular habit which neither the restaurant nor the
hospitality industry can ignore. Nuutila (2018) enquired the owners of restaurants about
their liking to Instagram and evidenced that it serves as a useful medium for transiting
messages and information to prospective visitors and guests that can be the locals as
well. It further provides an opportunity for the people to perform a similar activity.
Online visitors can tag and give feedback and comments, and send queries to the
restaurants on Instagram. Petrie (2016) argued that the most beneficial strategy is
embracing of those elements that assist in storytelling, helps in hosting of events,
instruments for creating high-quality images and spreading awareness on respective
brands.
Participation of consumer on Social Media
Although the brand promotion on social media is a useful marketing strategy, oral
marketing is considered as the most effective mean by which customer base is expanded.
Muñoz and Towner (2017, p.290-318) observe that marketer untameable sources like
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oral marketing are usually more reliable and impactful than the marketer-tameable
sources like paid promotional moves. Participation of consumers in social media visual
provides professionals of public relations an entirely new arena for exploration.
According to Terttunen (2017) quite contrary to the conventional advertising campaigns,
the relevant content is now being manufactured by the customers and no more by the
business brands. It underlines emergent opportunities and difficulties simultaneously.
The requisite is to leverage these emergent mediums for presenting the narration on your
brands and at the same time encouraging the customers in doing the same in a genuine
and formidable fashion.
Several restaurants use promotional deals to customers that post good reviews through their
social media platforms. Tuten and Solomon (2017, p. 235-250) attractive visual content form
customer reward motivates and recognizes them for sharing an affinity with a brand.
Consumer participation is such as a monumental component of visual in social media, that
people have built careers in this segment. Lieb (2017, p.168-221) observes experts at food
Instagraming, courted by eateries for achieving large following an attractive and sometimes
over-the-board photography. Some professionals have transformed their accounts into a full-
fledged career and also part-time in some cases. They can earn up till $350 by posting an
enticing picture, whereas others gained public relation jobs or free coupon meals with the use
of their proficiency in the concerned social media channel.
According to Çukul (2015), some restaurant owners emphasize that better images
posted can fetch better exposure. While others complain that non-profession
photographers may not be able to capture the desirable food designs, hence exhibiting a
picture which the chef had imagined in his mind for representation. In both the ways,
the chefs participate in decision-making process taking place in the restaurants on how
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to handle the consistent photography spree. A demerit of this free exhibition is also
palpable. To quote Krummet (2015), bad quality smartphone images can wield a
negative impact on the marketing strategy. It can even make the most delicious cuisine
appear disgustful thereby de-motivating the customers to make a purchase of that dish.
Successful Industry instances
Fatanti and Suyadnya (2015) have observed that NH hotels, Spanish chains of hotels use
the #wakeup pic hash tag for curating photographs shot by the users of the hotel rooms in
attractive locations soon after they have woken up. It is a fascinating way of stimulating
the inquisitive mind of a travel enthusiast. On the other hand, Bergdorf Goodnman, a
luxurious fashion retailer uses #bgshoes hash tags, aggregating the images taken by
customers of Manhattan of popular foot wears on a user convenient map, under the
campaign of Shoes about Town. In these two instances, the business houses rip benefits
from the users of social media that like flaunting online. Wally and Koshy (2014) shared
a recommendation and that is to use contests for driving larger website traffic. As Stack'd
Burge Bar of Milwaukee transformed into the company B to name the new house beer,
the PR team used the chance to the involved fan base of the restaurants on the Facebook
page. Under the "Name that Beer" contest, the Facebook users were asked to share names
idea in exchange of winning a reward of complimentary beer tap on a single day all
throughout the summer. The reward also entailed the "bragging rights" to the winner.
However, it was the restaurant that earned the maximum benefit upon conducting this
contest.
Shake Shack is another restaurant popular on Instagram. Fatanti and Suyadnya (2015)
observe that Goldman Sachs analysts elucidate that Shake Shack has been more
successful than McDonald's on Instagram. It appears to be an exceptional feat since
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Shake Shack is located in 63 venues, whereas the McDonald's has only 36,000
locations. The reason that has led to this success is their productive interactions on
social media platforms. They respond to visitors' comments instantly thereby
effectively engaging the audiences. Del Posto of New York is another significant
example and have over 12, 4000 followers. It is an Italian restaurant that displays
delightful pictures of their cuisines and also enables the followers to get glimpses of
restaurant's behind-the-scenes look. The background images add a humane element to
the business and forge a strong personal connection between the customers and the
concerned organization (Fatanti and Suyadnya, 2015).
Success measurement of Visual Social Media Campaign
The success of vision social media campaign can be measured by examining the number
of location-tag generated by the restaurant. De Vries, Gensler and Leeflang (2012, p.83-
91) argues that one can have a look at channel engagement at the local level as a
presentational foot traffic proxy so that there could have been lesser visitors to the stores.
That is a significant explanation. People could be less participating for several other
reasons.
3.0 Methodology
3.1 Research Onion
In order to design research, a research onion provides an appropriate and step-by-step
approach. An effective methodology for a research procedure is devised in an appropriate
manner such that the research objectives can be attained. As per Sauder et al. (2007), who
devised the research onion, a researcher needs to undertake an effective methodology for the
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accomplishment of the research work. This chapter gives insight into the methods utilized for
eliciting authentic data required in the study inclusive of research philosophy, participants,
data collection and research designs.
Figure 3: Research Onion
3.2 Research Process
3.2.1 Research Philosophy
A research philosophy encompasses the basic set of beliefs and underlying knowledge of the
study. There are two types of ontological frameworks, such as constructivism and positivism.
Positivism assumes the existence of a reality independent of the study being conducted
(Bryman, 2016, p.630-640). Constructivism assumes the inherent meaning of a social
phenomenon created by the group of an observer of the event. This study assumes a
positivism philosophy including interpretivism process. The study on the visual impact of
Instagram marketing progresses assuming the existence of reality, which here is marketing
does impact on consumers.
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3.2.2 Research Approach
There are two main types of research approaches, deductive and inductive approach. A
deductive approach develops a hypothesis depending upon pre-existing theory and then it is
tested. In an inductive approach a move from specific to general approach is undertaken
(Sekaran and Bougie, 2016, p. 30-45). In order for this study deductive procedure has been
applied as the study is developed on the basis of previously observed phenomenon in order to
fit with expectations. A research approach can be qualitative, based on subjective data or
quantitatively based on measurable data. This current study is based on a quantitative
approach as it collects data from multiple restaurant owners regarding their Instagram
marketing efforts.
3.2.3 Research Strategy
A research strategy provides the researcher with a way to carry out the study. A research
strategy can be experimental research, action research, interviews, case study research, or a
systematic literature review. For this study, an action research process is undertaken.
3.2.5 Time Horizons
The study has been undertaken within a time frame of 60 days within which various sections
of the work has been undertaken. A Gantt chart has been prepared for this purpose with the
division to the topics as given.
GANTT
CHART
Research for Visual Marketing on Instagram for
Restaurants
Topic
Days
1 15 20 25 30 35 40 45
5
0
6
0
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Project Proposal
Introduction
Literature Analysis
Methodology
Development
Data Collection
Data Analysis
Ethical
Consideration
Results/Findings
Discussion
Recommendations
3.2.6 Data Collection
In order to conduct this study, industry experts have been consulted from various realms of
marketing, hospitality and public relations. Every distributed questionnaire was minutely
tailored for addressing the authentic research questions pertaining to the social media visual
usage in the restaurants. The data collection method used in this particular study was several
interviews with restaurant managers. Every interview was held in December 2018. A
questionnaire was allotted to each participant and was required to respond with elaborate
answers that reflected their personal experiences in the restaurant industry and public
relations.
3.2.7 Research Instrument
Research instrument includes the devices that a researcher uses for the purpose of measuring
the outcomes of the study. The various research instruments are survey, test, and
questionnaire (Bernard, 2017). For the purpose of this study, a questionnaire was designed
and circulated amongst restaurant owners. The data gathered from the interviews have been
documented on emails and further copied in similar format and words into the transcripts of
the interview. This data collection method is useful for making sure that data is represented in
a completely objective manner.
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3.2.8 Research Design
A collaborative and flexible research model was suitable for the use in the working
environment or social atmosphere of the restaurant. The design of the research increased the
amount of conscious experiencing on the hospitality industry. The research conducted was
supposed to be a longitudinal in nature, but due was restricted to a month of data collection
through survey. After taking proper consent from the restaurant owners, the managers were
sent the survey forms. Collected data was graphically analysed for scrutinizing trends in the
industry.
3.2.9 Samples
The questionnaire was distributed to 78 restaurant owners for filling out the form and
reverting. Amongst the several questionnaires sent across to restaurant owners, only 54 forms
came back, amongst which 14 forms were rejected for not having completed all the
questions.
3.2.10 Sample Size and Sampling Techniques
Amongst a sample size of 78, a total of 40 people input were undertaken for the study. The
population consisted of the 12 female and 28 male restaurant managers and the sampling
technique used for the study was randomly stratified sampling technique. 12 managers in age
group of 20-40, 12 managers were aged between 40 and 60 years, and the rest 16 were aged
60 above.
3.3 Accessibility Issues
The accessibility issue was one of the factors for the study as the restaurant managers were
approached in their available times (Zikmund, Babin, Carr and Griffin, 2013, p.83-85). At the
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time of availability and convenience, the restaurant owner was approached, and permission
for conducting the survey was obtained.
3.4 Ethical Issues
The study was designed such that it does not include any ethical issues and challenges. The
researcher aimed that all the University’s ethical guidelines are followed diligently and the
forms are enclosed below in the Appendix. Participating restaurants were informed and after
acquiring authorization letter from the owner managers of the restaurant were sent the
questionnaires.
4.0 Results and Findings
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Figure 4 below depicts the most effective marketing strategies for business according to age.
It was found that restaurant owners aged 20 to 40 years did not consider advertisement
campaign as being the most effective marketing strategy for their business, rather 66.67%
considered internet marketing to be effective and 33.33% considered social media marketing
strategy to be effective. Again restaurant owners aged 40 to 60 years considered
advertisement campaigns, internet marketing, and social media marketing to be effective with
each parameter weighing equally 33.33%. Restaurant owners aged 60 and above did not
consider advertisement campaign to be effective, rather 25% considered internet marketing to
be effective whereas 75% of them through social media marketing to be effective in nature.
Figure 4: Most Effective Marketing Strategies for Businesses-Age Wise
Figure 5 illustrates the gender-wise engagement in Facebook or Instagram over a week
period. It was found that in the first-week female engagement was present 33.33% whereas
male engagement was absent. In week 2 female engagement was absent with male
engagement being at 28.57%. In the third and fourth week, female engagement was absent
whereas male engagement was 28.57% in the third week and 14.29% in the fourth week.
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Figure 5: Gender wise active in Facebook/ Instagram in a Week
Figure 6 portrays a profit comparison by usage of Instagram advertisement. In casual dining,
fast food, fine dining and food truck, average annual gross profit after Instagram was seen to
increase significantly. Overall there was seen to be a significant increase in average annual
profitability of these restaurants.
Figure 6: Profit Comparison due to use of Instagram Advertisement
Figure 7 represents the percentage of restaurant owners, who indicated that their businesses
grew with help of Instagram. The graph depicts, 20% of restaurant owners in Australia, India,
and Thailand agreed with Instagram helping their business to grow. 10% of restaurant owners
in Singapore, Sri Lanka, UAE, and UK agreed with Instagram helping their business to grow.
27

Figure 7: Agree with Instagram helps businesses grow
Figure 8 describes the business tenure with average gross profit after use of Instagram.
Business with 0 to 4 years tenure did not have average gross profit from the use of Instagram
rather they earned it from Internet Marketing. Businesses with 10 to 15 years tenure had more
profits from internet marketing than from social media marketing. Businesses with 4 to 10
years tenure made a more gross profit in Instagram marketing than with internet marketing.
Business older than 15 years in operation made gross profits from Instagram marketing.
Figure 8: Business tenure with average gross profit after using Instagram (in $)
Figure 9 shows country wise usage of Instagram as an advertisement utility. Restaurant
managers from all seven countries agreed with the fact that Instagram promotion helped or
could help in increasing their business. Amongst the 40 managers the country wise
distribution of sample reflected 20% presence of Australian, Indian, and Thai restaurant
28

owners, who found Instagram to aid them in promoting their businesses by an increase in
brand awareness. Restaurant owners in Singapore, UAE, UK, and Sri Lanka found that
Instagram was a useful tool when promoting with pictures, and a useful tool in advertising
and promoting.
Figure 9: Country-wise Instagram Advertisement Utility
From figure 10 it was evident that emphasis on social media marketing increased with growth
in business. Most of the businesses in the sample were noted to cater services between 10 to
15 years. Initial period of any business is crucial and managers were found to be
apprehensive with social media marketing compared to colloquial internet interaction.
Figure 10: Profit from Instagram based on business tenure
29

Figure 11 explains that 68.29% restaurant managers felt on a level 4 that Instagram was
helping them in increasing customers and growing their business. 24.39% managers were
strongly agreed in favour of Instagram impacting their business in a positive and constructive
manner.
Figure 11: Opinion on impact of Instagram on Business growth (Level1 –Strongly Disagree, Level 5 – Strongly Agree)
30

5.0 Discussion and Evaluation
While making a questionnaire, the research questions were changed to a slight extent
for generating relevant questions with every respondent for interviews. The
questionnaires elicited varieties of responses which were fastened to the present
literature on social media visual pertaining to public relation in the industry of
restaurants.
Upon analysing the collected data of Chapter 4, the relation between the current literature of
chapter 2 and responses collected from industrial experts was forged. It is palpable to make
deductions pertaining to authentic research questions founded on these correlations.
 Restaurants usage of social media
He et al. (2017, p.149-160) analysed the clients' endeavour and restaurants' effort on social
media. Despite the differential perspectives, the unanimous opinion has been that restaurants
utilize social media for reaching out to the customers for enhancing their business knowledge
and enhance sales.
Since the social media has emerged to be a powerful instrument in current years caused by
huge returns over negligible cost, Steele et al. (2015, p.857-862) argues that the social media
stimulates trends and fosters upcoming businesses as it facilitates instantaneous access to a
larger audience. A substantial segment of the latest literature states social media has been a
useful instrument which is used by the business companies for their collective marketing
strategy as it facilitates the organizations to hold informal interactions. Although restaurants
waive certain control over of the perception pertaining to their websites by positioning
themselves on the platform of social media, the utilities often overshadow the perils.
31

 Instagram used for influencing customer knowledge in restaurants and increment
in customer base
While elaborating on the usage of Instagram for influencing customer's knowledge in
their services, every professional possess a different strategy. Experts agree that while
trying to augment business knowledge, the overall objective is to expand the follower
base. Earning a considerable following enhances the opportunity to browse the "Explore
Instagram" page that makes you visible to other users.Professionals in food
Instagraming have been courted by popular eateries for enlarging their counts of
followers by attractive photography. Some of these professionals have made it their
part-time jobs and in some cases full-time career as well. Utilizing trend influencer
could be an option for earning huge following thereby increasing the presence of your
brand on Instagram. All the managers in the present study found that there is a positive
impact with at least 10% increase in customer base after advertising in Instagram.
 Customers get more involved in the presence of social media of and it helped in
increment in profits for the restaurants
Upon asking about the importance of content for the success of restaurants on social
media, their responses were unanimous. Recent literature claims that the most useful
way of engaging customers and encouraging them for posting positive regarding your
restaurant is by offering rewards for their actions. Fascinating vision content from
consumer’s rewards motivates and recognizes them for their loyalty and affinity towards
the brand. Instagram account was a huge success and average gross profit for the
restaurants escalated from $ 1.3 lakhs to $ 1.47 lakhs.
32

4. Restaurants have been successful in accepting Instagram for enhancing business
In order to answer this research question, the recent literature did not possess certain
instances of accounts that have been successful and pairing with causes for success.
This dearth of information was true for industry experts as well. The means to success
have been the potentiality to interact with the customers personally, contests that
motivated positive posting regarding restaurants and giving behind-the-scenes views of
the business. More than 92% restaurant managers agreed to the fact that Instagram
advertisement was increasing their business and average profits were growing.
33

6.0: Conclusion and Recommendations
Upon completion of this study, information across seven countries has been gathered
that examined social media visual utilization in the realm of profit increment of 40
restaurants. Due to the intensive information provided, it is crucial for underlining the
prime deductions and recommends them for usage in public relations, restaurant experts
and social media for the future. Some suggestions for practicing entail storytelling of a
restaurant in an engaging and personal way involving the audiences in contests and
prizes for brand promotion and loyalty.
This study elaborates the use of Instagram in business, and its combined utilization for
augmenting customer knowledge in business. It aims to provide the latest knowledge in
customer acquisition and benefits entailed in it for the restaurants. With the escalation of
social media, it provides the professionals for extensive exploration daily. It necessitates
conducting of extensive research to comprehend the scope of social media use in
business arena for expanding the customer base.
For collecting real-life test and data, in case the theories presented in the paper are
useful, the function of a campaign for public relations may be favourable. However, the
inclusion of this element was unachievable due to time paucity. Thus, the research
subject of this study provides a foundation for the practitioners for utilizing in
campaigns for the future.
The delimitation in this study has been the far presence of restaurants centres in major cities
from the seven countries. The successful and popular firms on public relations with an
emphasis on restaurants are situated in these cities. An email base questionnaire has been
used for conducting interviews with professionals from the relevant industry. Although a
34

questionnaire on email is less personal, it still facilitates the respondents to give a vivid
account of past experiences of success and recollections of reasons for which they had been
successful.
Suggestions for future research
Since this study synthesized a niche level of restaurants and emergent social media
instrument, the latest literature has been of preliminary quality. Future research can be
conducted on the significance of user-created content and oral marketing use on
Instagram. Researches can be done on the impact of picture quality on the demand of
products offered by restaurants. It would further be fascinating to examine in depth
influence of Instagrammer professionals on restaurants and deciding the current trend.
35

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Appendix 1: Research Ethics Application Form
Title of Project Visual marketing in Instagram – An analysis of
40

Restaurant Business
Name of Researcher
SECTION A
YES NO N/A
1 Will you describe the main research procedure to
participants in advance, so that they are informed what to
expect?
2 Will you tell participants that their participation is
voluntary?
3 Will you obtain consent from participants?
4 If the research is observational, will you ask participants
for their consent to being observed.
5 Will you tell participants that they may withdraw from
the research at any time and for any reason?
6 With questionnaires/interviews, will you give participants
the option of omitting questions they do not want to
answer?
7 Will you tell participants that their data will be treated
with full confidentiality and that, if published, it should
not be identifiable as theirs?
If you have ticked No to any of questions 1-7, then your project is NOT low risk
8 Will your project involve deliberately misleading
participants in any way?
9 Is there any realistic risk of any participants experiencing
either physical or psychological distress or discomfort?
10 Will it be possible to link identities or trace information
back to individual participants in any way?
11 Will the study involve discussion of sensitive topics (e.g.
sexual activity, drug use, ethnicity, political behaviour,
potentially illegal activities)?
41

12 Will financial inducements (other than reasonable
expenses, compensation for time or a lottery / draw
ticket) be offered to participants?
If you have ticked Yes to questions 8-12, then your project is NOT low risk
YES NO N/A
13 Does your project involve work with animals?
14 Do participants fall into any of the following special groups?
If they do, please outline on page 2 how you will take account of their needs.
Note that you may also need to obtain satisfactory Disclosure and Barring
Service (DBS) clearance
YES NO N/A
a) School Children?
b) People with learning or communication
difficulties
c) Patients
d) People in custody
e) People engaged in illegal activities (e.g. drug-
taking)
SECTION B
Please provide full details of your project below
(if insufficient detail is provided and the precise nature of the study is not clear your
supervisor will NOT approve the project and your form will be returned)
State the aims and objectives of this research:
Thus, the objectives of the study will be as below;
1. To analyse ways in which restaurant industry utilized social media
2. To examine the Instagram influence on the knowledge of consumers in restaurants
and its reflection in increase in customer base by at least 10%.
42

3. To analyse ways in which the customers get more engaged in the existence of
restaurants on social media, internet, and in offline marketing.
4. To examine whether restaurants have been successful in utilizing Instagram for
augmenting their profits.
5. To be able to determine customer involvement in Instagram be used by small scale
restaurants as well as fine dining restaurants.
How will participants be recruited? Who will they be (i.e. number, age, and gender?):
The data collection method used in this particular study will be several interviews with
restaurant owners. Every interview was held in December 2018. A questionnaire was
allotted to each participant and was required to respond with elaborate answers that
reflected their personal experiences in the restaurant industry and public relations.
Details of the informed consent process (If required, use the Informed Consent and
Participant Information Sheet templates provided and submit with this form):
The researcher aimed that all the University’s ethical guidelines are followed diligently and
the forms are enclosed below in the Appendix.
Description of the method (please submit your research instrument (survey
questionnaire, interview questions that you will be using to collect data with this form
if relevant):
The data collection method used in this particular study was several interviews with
restaurant managers. Every interview was held in December 2018 using the questionnaire
attached below in Appendix 2 section.
Where will this research be conducted?
The research was conducted across 7 countries. Australia, India, Singapore, Srilanka,
43

Thailand, UAE, and United Kingdom.
What steps have been taken or will be taken to ensure appropriate permissions are
obtained? (N.B. provide a copy of correspondence i.e. letter, emails granting you
permission must be submitted with your ethics submission):
The study was designed such that it does not include any ethical issues and challenges. The
researcher aimed that all the University’s ethical guidelines are followed diligently. The
questionnaire has been attached in Appendix 2, and the approval letter also has been
attached below.
Name (Caps) Signature of Student Date:
This project has been
approved in its current form
declined and will need to be revised and resubmitted
The following required revisions are stipulated.
Print Name
Supervisor:
or
Module Leader:
Signature Date:
CONSENT FORM FOR PROJECT PARTICIPANTS
Title of Project:
44

Dear Participant:
You will be given a copy of this Consent Form to keep and refer to at any time.
Tick the appropriate column for each item if your answer is “yes” or “no”
Statement YES NO
1 I have read and understood the
Participant Information Sheet and
know what the research involves.
2 I have been given the opportunity to
ask questions about the project and
My participation.
3 I voluntarily agree to participate in the
project
4 I understand that I have the right to
withdraw at any time, without having
to explain my reasons for doing so.
5 The procedures regarding
confidentiality have been clearly
explained to me
6 I understand and agree that my
participation involves taking part in
the questionnaire/interviews/focus
groups being audio recorded and /or
video-taped.
7 The use of the data in research,
publications, sharing and archiving has
been explained to me.
8 I understand that the data will be kept
at a specialised data centre at the
University of Northampton and may
be used for articles or reports as an
output of this research project, but my
confidentiality and anonymity will be
maintained.
9 I do not want to reveal my identity in
this project and in any output of this
research and understand that my
identity will be kept anonymous.
10 I agree to participate in this research
procedure as outlined to me above
Thank you
Researcher:
Approval Letter to Conduct Research at Restaurant Name
December ----, 2018
45

Name of Restaurant Owner
Address
Dear Manager,
It is my understanding that Researcher Name will be conducting a research study and will ask
some basic research questions on “Visual marketing in Instagram – An analysis of Restaurant
Business”. Ms /Mr Researcher’s Name has informed me of the design of the study as well as
the targeted population.
I support this effort and will provide any assistance necessary for the successful
implementation of this study. If you have any questions, please do not hesitate to call. I can
be reached at [phone].
Sincerely,
Name of Restaurant Owner
46

Appendix 2: Questionnaire
47

48

49

Primary Data from Restaurant Owners
Please
specify
your age
Please
mention
your
gender
Please
write
your
country
name
What
type of
restaura
nt do
you
own?
For how
many
years
the
busines
s is at
this
Is it a
franchis
e
busines
s?
Accordi
ng to
you
what are
the
most
effective
Do you
have
active
Faceboo
k/Instag
ram
account
How
often
you are
active in
Faceboo
k/
Instagra
Do you
use
your
Faceboo
k/Instag
ram
account
How
does
Instagra
m
benefit
or can
benefit
Do you
ever
search
for a
busines
s’
Instagra
Average
annual
gross
profit
from
restaura
nt
What
could be
the
possible
disadva
ntages
of using
Average
annual
gross
profit
from
restaura
nt after
How
much do
you
agree
with this
stateme
nt?
40-60 Male UAE Fine Dining 10-15 Yes Internet MarketingYes 3 Yes All of the above Yes 180000 Users are allowed to post negative content/spam230000 5
20-40 Male United Kingdom Fast Food 4-10 No Internet MarketingYes 4 Yes Business promotion by increasing brand awarenessNo 90000 Time consumption 110000 4
20-40 Female Australia Food Truck 0-4 Yes Internet MarketingYes 1 No Business promotion by increasing brand awarenessMaybe 75000 Time consumption 80000 4
40-60 Male Australia Casual Dining 4-10 Yes Social media MarketingYes 2 Yes Business promotion by increasing brand awarenessYes 120000 Users are allowed to post negative content/spam135000 4
60 above Male Srilanka Fast Food 4-10 No Social media MarketingYes 2 Yes All of the above No 165000 Time consumption 180000 4
40-60 Male Singapore Fine Dining 4-10 No Advertisement campaignsYes 3 No A useful tool when advertising with pictures of restaurantYes 200000 Users are allowed to post negative content/spam 3
20-40 Female Australia Food Truck 0-4 Yes Internet MarketingYes 1 No Business promotion by increasing brand awarenessMaybe 75000 Time consumption 80000 4
20-40 Male Thailand Fast Food 4-10 No Social media MarketingYes More than 4 Yes Cost effective marketingNo 100000 Time consumption 120000 4
60 above Female Thailand Casual Dining 10-15 Yes Internet MarketingYes More than 4 Yes Business promotion by increasing brand awarenessYes 125000 Users are allowed to post negative content/spam155000 4
60 above Male India Casual Dining 10-15 No Social media MarketingYes More than 4 Yes All of the above Yes 145000 Time consumption 178000 4
60 above Female India Casual Dining More than 15 No Social media MarketingYes More than 4 Yes Cost effective marketingYes 100000 Time consumption 140000 5
60 above Female Thailand Casual Dining 10-15 Yes Internet MarketingYes More than 4 Yes Business promotion by increasing brand awarenessYes 125000 Users are allowed to post negative content/spam155000 4
20-40 Male Thailand Fast Food 4-10 No Social media MarketingYes More than 4 Yes Cost effective marketingNo 100000 Time consumption 120000 4
20-40 Female Australia Food Truck 0-4 Yes Internet MarketingYes 1 No Business promotion by increasing brand awarenessMaybe 75000 Time consumption 80000 4
20-40 Male United Kingdom Fast Food 4-10 No Internet MarketingYes 4 Yes Business promotion by increasing brand awarenessNo 90000 Time consumption 110000 4
20-40 Male Thailand Fast Food 4-10 No Social media MarketingYes More than 4 Yes Cost effective marketingNo 100000 Time consumption 120000 4
40-60 Male UAE Fine Dining 10-15 Yes Internet MarketingYes 3 Yes All of the above Yes 180000 Users are allowed to post negative content/spam230000 5
60 above Female India Casual Dining More than 15 No Social media MarketingYes More than 4 Yes Cost effective marketingYes 100000 Time consumption 140000 5
40-60 Male UAE Fine Dining 10-15 Yes Internet MarketingYes 3 Yes All of the above Yes 180000 Users are allowed to post negative content/spam230000 5
20-40 Male United Kingdom Fast Food 4-10 No Internet MarketingYes 4 Yes Business promotion by increasing brand awarenessNo 90000 Time consumption 110000 4
40-60 Male Australia Casual Dining 4-10 Yes Social media MarketingYes 2 Yes Business promotion by increasing brand awarenessYes 120000 Users are allowed to post negative content/spam135000 4
60 above Male Srilanka Fast Food 4-10 No Social media MarketingYes 2 Yes All of the above No 165000 Time consumption 180000 4
60 above Male India Casual Dining 10-15 No Social media MarketingYes More than 4 Yes All of the above Yes 145000 Time consumption 178000 4
60 above Female Thailand Casual Dining 10-15 Yes Internet MarketingYes More than 4 Yes Business promotion by increasing brand awarenessYes 125000 Users are allowed to post negative content/spam155000 4
60 above Female India Casual Dining More than 15 No Social media MarketingYes More than 4 Yes Cost effective marketingYes 100000 Time consumption 140000 5
40-60 Male Australia Casual Dining 4-10 Yes Social media MarketingYes 2 Yes Business promotion by increasing brand awarenessYes 120000 Users are allowed to post negative content/spam135000 4
20-40 Male Thailand Fast Food 4-10 No Social media MarketingYes More than 4 Yes Cost effective marketingNo 100000 Time consumption 120000 4
40-60 Male Singapore Fine Dining 4-10 No Advertisement campaignsYes 3 No A useful tool when advertising with pictures of restaurantYes 200000 Users are allowed to post negative content/spam 3
60 above Male India Casual Dining 10-15 No Social media MarketingYes More than 4 Yes All of the above Yes 145000 Time consumption 178000 4
60 above Male India Casual Dining 10-15 No Social media MarketingYes More than 4 Yes All of the above Yes 145000 Time consumption 178000 4
40-60 Male UAE Fine Dining 10-15 Yes Internet MarketingYes 3 Yes All of the above Yes 180000 Users are allowed to post negative content/spam230000 5
60 above Male Srilanka Fast Food 4-10 No Social media MarketingYes 2 Yes All of the above No 165000 Time consumption 180000 4
60 above Female India Casual Dining More than 15 No Social media MarketingYes More than 4 Yes Cost effective marketingYes 100000 Time consumption 140000 5
20-40 Male United Kingdom Fast Food 4-10 No Internet MarketingYes 4 Yes Business promotion by increasing brand awarenessNo 90000 Time consumption 110000 4
40-60 Male Singapore Fine Dining 4-10 No Advertisement campaignsYes 3 No A useful tool when advertising with pictures of restaurantYes 200000 Users are allowed to post negative content/spam 3
60 above Male Srilanka Fast Food 4-10 No Social media MarketingYes 2 Yes All of the above No 165000 Time consumption 180000 4
40-60 Male Singapore Fine Dining 4-10 No Advertisement campaignsYes 3 No A useful tool when advertising with pictures of restaurantYes 200000 Users are allowed to post negative content/spam 3
40-60 Male Australia Casual Dining 4-10 Yes Social media MarketingYes 2 Yes Business promotion by increasing brand awarenessYes 120000 Users are allowed to post negative content/spam135000 4
20-40 Female Australia Food Truck 0-4 Yes Internet MarketingYes 1 No Business promotion by increasing brand awarenessMaybe 75000 Time consumption 80000 4
60 above Female Thailand Casual Dining 10-15 Yes Internet MarketingYes More than 4 Yes Business promotion by increasing brand awarenessYes 125000 Users are allowed to post negative content/spam155000 4
50