Participatory Action Research for Developing Brand Communication Campaign via Huge Café and Bistro Bar Restaurant Facebook Page

Abstract

       This research is a participatory action research for developing a brand communication campaign via Facebook page of Huge Café and Bistro Bar restaurant in Chonburi. First, the research team collected the data such as consumer insight in the restaurant context, marketing mix of Huge Café and Bistro Bar restaurant, and document and research paper related to the study issue. Then the research team and the entrepreneur analyzed situations together in order to identify the brand problems and develop the Huge Café and Bistro Bar brand communication campaign during May-June 2022. After executing the campaign, the research team investigated the campaign effectiveness from Huge Café and Bistro Bar Facebook page’s insights. The research results reveal that designing interesting messages posted via Facebook page can increase customer engagement while boost posts function in Facebook Ads Manager can assist the posts reach to targeted audiences. Also using local micro-influencer strategies can increase the chances of target audiences more exposure the campaign’s posts. These finding insights could assist local restaurant entrepreneurs gain a better understanding in developing their campaign planning in the future.