Dissertation/Thesis Abstract

The Relationship between Social Media and Siting of Omaha Restaurants
by Koespell, Kelly S., M.A., University of Nebraska at Omaha, 2013, 102; 1548549
Abstract (Summary)

Properly used, social media represents a new and dynamic form of advertising. This paper analyzes the relationship between social media use and the physical location of Omaha restaurants. A pilot study showed no predictive relationship between overall social media use and physical location. The major study using 495 restaurants examined the restaurants' use of three major social media sites. Correlation analysis of the variables showed essentially no relationship between the use of social media and restaurant location. The findings indicate that restaurants with a poor physical location are not taking advantage of social media to attract customers. Likewise, restaurants with a better physical location are not using social media to attract more customers. The social media landscape may be too immature to show any identifiable spatial patterns.

Indexing (document details)
Advisor: Peterson, Michael
Commitee: Cammack, Rex, Sindhav, Birud
School: University of Nebraska at Omaha
Department: Geography
School Location: United States -- Nebraska
Source: MAI 52/04M(E), Masters Abstracts International
Subjects: Marketing, Geography, Geographic information science
Keywords: Gis, Hospitality, Location, Marketing, Omaha, Social media
Publication Number: 1548549
ISBN: 978-1-303-57790-1
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