Evaluation of consumer comments on social media in the marketing of food and beverage enterprises: The Istanbul case

The purpose of this dissertation is to analyze the current situation of haute cuisine restaurants in Istanbul by evaluating customer comments on TripAdvisor, an online restaurant evaluation platform, and evaluating the results obtained in terms of creating an effective marketing strategy and in the context of the current marketing mix. In this order, we analyzed 449 customer reviews of companies that were included in the top ten according to the results of customer comments on the digital platform. In accordance with the data obtained here, the current situation of enterprises of this class was determined using the SWOT analysis method.Due to this analysis, the results obtained were evaluated in terms of the current elements of the marketing complex. In the frame of this study, were discussed the development and basic dynamics of food and beverage enterprises, as well as the importance and effectiveness of marketing activities in this area, the digitalization of marketing with the development of new communication technologies and their impact on marketing in social networks and food and beverage enterprises. At the last stage of the study, the current situation of the luxury restaurant class was analyzed in accordance with customer comments, and the results were evaluated in terms of the current elements of the marketing mix.