Research Question. Social Media Platforms: FACEBOOK. Focus Group: COLLEGE STUDENTS FOOD INDUSTRY

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2 Research Question Focus Group: COLLEGE STUDENTS Social Media Platforms: FACEBOOK FOOD INDUSTRY

3 Yonsei University Ewha Womans University Korea University Sogang University Seoul National University Sungkyunkwan University

4 EXPLICIT ADVERTISEMENT IMPLICIT ADVERTISEMENT Different types of ADVERTISEMENTS

5 Categorization of FOOD INDUSTRY In order to make it more applicable to or representative of all industry, the research categorizes food industry into three different types of dining: CASUAL DINING and In order to make it more applicable to or representative of all industry, the research categorizes food CASUAL DESSERT which belongs to necessity goods and FINE DINING belongs to industry into three different types of dining: casual dining and casual desserts which belongs to luxury necessity goods. goods and fine dining belongs to luxury goods. In The the standard survey questionnaire, for dividing the research various subjects food companies were presented into three with categories implicit of and dining explicit was advertisements mainly based from on their a total average of nine price food range. companies After examining that can be each categorized food company s into three menus types and of the food individual industries: item s price, 1) there Casual was Dining: a noticeable McDonald s, gap in the Burger price King, range. and The Lotteria; casual 2) dining Fine Dining: such as McDonald s, Outback Steakhouse, Burger King, VIPS, and and Ashley; Lotteria 3) had Casual a price Desserts: range of Baskin-Robbins, 2,700 ~ 6,700, Sulbing, 3,000 and ~ Dunkin 8,000, Donuts. and 2,000 ~ 8,900 respectively. Casual desserts such as Dunkin Donuts, Sulbing, and Baskin Robbins had a price range of 1,000 ~ The standard for dividing the various food companies into three categories of dining 3,900, 4,500 ~ 11,000, and 2,800 ~ 13,500 respectively. Finally, fine dining such as VIPS, was Ashley, mainly and Outback based Steakhouse on their average had a price price range range. of 12,000 ~ 77,900, 12,900 ~ 29,900, and After 10,900 examining ~ 39,900 each respectively. food company s The gap of menu price ranges and the between individual casual item s dining and price, fine there dining as was well a noticeable as casual desserts gap in and the fine price dining range. would The later gap show of distinguishing price ranges features between for even casual the advertisements dining and fine dining, of these and different casual category desserts of food and fine dining would later show distinguishing features for even the advertisements of these different categories of food. Casual Dining Casual dining such as McDonald s, Burger King, and Lotteria had a price range of 2,700 ~ 6,700, 3,000 ~ 8,000, and 2,000 ~ 8,900 respectively. Casual Dessert Casual desserts such as Dunkin Donuts, Sulbing, and Baskin Robbins had a price range of 1,000 ~ 3,900, 4,500 ~ 11,000, and 2,800 ~ 13,500 respectively. Higher Price Range Fine Dining Fine dining such as VIPS, Ashley, and Outback Steakhouse had a price range of 12,000 ~ 77,900, 12,900 ~ 29,900, and 10,900 ~ 39,900 respectively. Fine Dessert

6 DEFINITION PURCHASE INTENTION BRAND IMAGE BRAND he MANAGE-MENT analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. SURVEY QUESTIONS Gender: Enrolled College # of Facebook Friends # of Hours on Facebook Duration of Use of Facebook Awareness of Facebook Ads How Facebook Ads Appear Frequency of Ad Posts on Facebook Awareness of Excessive Ads Share, Tag, or Comment on Ad Posts Implicit vs. Explicit Brand Image Implicit vs. Explicit Purchase Intention

7 SURVEY: IMPLICIT vs EXPLICIT ADVERTISING

8 We tried to analyze the data mainly based on the three different domains as an attempt to find the significant factor that influences people behavior in approaching advertisements on Facebook.

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10 s Discussion s

11 s Conclusion s Acknowledgement

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