Analýza využití sociálních sítí pro gastronomické řetězce

Abstract

As a topic for the bachelor's thesis, the author has chosen an use Analysis of Social Networks for Gastronomic Chains. The aim of the work was to find out how the franchise companies KFC and McDonald's use social networks, how they communicate through them and which of this pair uses social networks better. The strengths and weaknesses of the two companies on Facebook and Instagram were also identified. Two research methods were used to obtain the results - observation and questioning. The survey took place online in two stages via the website vypnto.cz. The first stage took place from 7.11.2020 to 7.12.2020, the second stage took place from 1.2.2021 to 8.2.2021. While in the first stage the questionnaire was freely available online for everyone who visited vypnto.cz, in the second stage the respondents only got to the questionnaire through a web link inserted in the comments under the contributions of KFC and McDonald's on Instagram and Facebook. The observations also took place online. Data from the questionnaire survey were then processed by Microsoft Excel 2019 and IBM SPSS Statistics 27. After processing the data, it was found that the most used social networks are Facebook with 92.38%, Youtube with 80.48%, Instagram with 74.29. % and Twitter with 23.81%. The most preferred social networks are Facebook, Instagram, Youtube and Twitter. 73.81% of respondents are not fans of either KFC or McDonald's on Instagram and 54.29% are not fans of them on Facebook either. The majority, 90%, of respondents do not use the option to complain about purchases from McDonald's and KFC through social networks. Almost 50% of respondents do not search for information about the company on Facebook. Respondents are not interested in paid ads on social networks and are not very happy with the conversation via Facebook and Instagram. Overall, they have a good impression of the KFC and McDonald's Facebook pages. During the observation, the observed quantities were recorded in the observation sheet in Microsoft Excel 2019. It was observed that KFC and McDonald's do not use the possibility to add various types of contributions in full and they miss contributions with survey, game and entertainment. However, both companies performed relatively well in the overall activity on Facebook, they answered to positive or negative comments and reacted the most to any complaints in the comments. They also always responded to the message sent. Both companies also had well-scheduled days on which to post their Facebook posts. Posts on the Instagram social network were added less often and contained fewer types of posts. Therefore, less activity is found in terms of comments and answers. When comparing McDonald's and KFC from the questionnaire data, it was found that respondents in all areas surveyed preferred McDonald's over KFC. McDonald's was also more successful in most areas of social media behavior. However, KFC is far more active on Instagram, specifically in the stories stories, which are very important for Instagram communication.