TY - GEN
T1 - The Role of Social Media in the Positioning Strategy of the Dark Kitchens Offer During the COVID-19 Crisis in Peru
AU - Chavez, Mary C.
AU - Arbaiza, Francisco
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
PY - 2025
Y1 - 2025
N2 - In the context of COVID-19, social networks became particularly relevant because of the confinement. The gastronomic sector was also covered by them, flourishing many initiatives such as dark kitchens, a formula of food service brands only serving food in containers equipped as rental kitchens, favored by the restrictions imposed during the Pandemic. The objective of this paper is to explore the Social Media approach used by dark kitchen brands in the context of COVID-19 in Peru from the perspective of their consumers. In this research it was revealed that the role of social networks is diverse throughout the decision to purchase food from dark kitchens and that there are different factors that influence the decision, selection, and purchase. Among the most relevant findings it can be highlighted that issues such as price or features and benefits offers are relegated by qualitative values such as trust and endorsement from peers and influencers.
AB - In the context of COVID-19, social networks became particularly relevant because of the confinement. The gastronomic sector was also covered by them, flourishing many initiatives such as dark kitchens, a formula of food service brands only serving food in containers equipped as rental kitchens, favored by the restrictions imposed during the Pandemic. The objective of this paper is to explore the Social Media approach used by dark kitchen brands in the context of COVID-19 in Peru from the perspective of their consumers. In this research it was revealed that the role of social networks is diverse throughout the decision to purchase food from dark kitchens and that there are different factors that influence the decision, selection, and purchase. Among the most relevant findings it can be highlighted that issues such as price or features and benefits offers are relegated by qualitative values such as trust and endorsement from peers and influencers.
KW - Social Networks
KW - dark kitchens
KW - digital strategy
UR - https://www.scopus.com/pages/publications/105013027154
U2 - 10.1007/978-3-031-93550-3_14
DO - 10.1007/978-3-031-93550-3_14
M3 - Contribución a la conferencia
AN - SCOPUS:105013027154
SN - 9783031935497
T3 - Lecture Notes in Networks and Systems
SP - 155
EP - 163
BT - Trends in the ICTs Toward Tourism, Hospitality and Gastronomy
A2 - Mejía, Jezreel
A2 - Cardona Reyes, Hector
A2 - Álvarez-García, José
A2 - del Río-Rama, María de la Cruz
A2 - Esparza-Huamanchumo, Rosse Marie
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022
Y2 - 27 October 2022 through 28 October 2022
ER -