THE STUDY OF THE CONSUMERS' ACKNOWLEDGEMENT AND REACTION TO COMMUNICATION THROUGH SOCIAL MEDIA DURING A CRITICAL TIME IN THE RESTAURANT INDUSTRY: THE CASE STUDY OF BAR B Q PLAZA RESTAURANT

Abstract

The objectives of this research are to study the consumers' awareness and reactions through social media during the crisis of Barbeque Plaza. It aims to understand how the consumer perceived and responded to the message regarding the Black Pan crisis.

The data were collected by conducting in-depth interviews, 10 interviewees were purposively selected from the Bar B Q Plaza Fan Page based on their responses toward the case of Black Pan and contaminated meat. Therefore, the data were analyzed to the description research.

The result showed that the customers learned about the communication crisis mainly via ‘Facebook’ at the first time, after that they continued searching for the further information by directly visiting the Bar B Q Plaza fan page. 

There were various consumers’ reactions/ comments toward this crisis. However, the majority of consumers demonstrated positive feedbacks by encouragements and suggestions, as they believed that the issue was not fatal. In term of the consumers’ confidence toward the brand on the crisis was mainly positive because the restaurant stepped out and took full responsibilities that helped to remain the high levels of the consumers’ confidence. And also, this crisis showed that the brand management team performed a high crisis management skill.