Title

Twitter-marketing in multi-unit restaurants: Is it a viable marketing tool?

Document Type

Article

Abstract

The main purpose of the current article is to investigate the status of the usage of Twitter-marketing and to examine the potential factors that impact the usage of Twitter-marketing. The results show that 69.4% of the multi-unit restaurant companies studied use Twitter-marketing and that small restaurants are more likely to utilize Twitter-marketing. © 2016 Taylor & Francis