The Influence of Promotion in Social Networks on the Retention of Customers in the Restaurant Industry by the Example of "48 Chairs"

The final qualification work is aimed at study the influence of promotion in social networks on the retention of guests in the restaurant business area, using the example of the restaurant «48 Chairs». The goal of the work is to explore the possibilities of using social networks to keep customers of the restaurant "48 Chairs". The object of the work research is the Instagram profile of the restaurant as the most promising platform for keeping customers in social networks. The subject of the research is the features of the promotion through the Instagram in social network for keeping customers of the restaurant "48 Chairs". The first section of the work highlights the theoretical aspects of promoting the restaurant in social networks, taking into account the specifics of promoting not only social networks, but specifically in the field of restaurant business. Also the first section reflects the theoretical aspects of the impact of promotion in social networks on the retention of guests. The second section of the work highlights the tasks which were done to promote the accounts of the restaurant "48 Chairs" in social networks, its analysis, which includes the study of the impact of promotion in social networks on the retention of permanent and new guests. In conclusion, there were given the general conclusions drawn after the analysis of the theoretical part and formulated general recommendations for the restaurant on increasing the retention of guests through social networks are given. Keywords: social networks, promotion in social networks, restaurant business, engagement rate, customer retention