The impact of promotion by social media influencers on a restaurant sales : a case study of “Barsha Bennah” restaurant

Abstract EN

The sales of a commercial establishment are linked to a set of factors that play the role of influence on the purchasing behaviour of the consumer and eventually the sales.

These factors are divided into two types: personal influences and social influences.

Various commercial institutions are developing promotional strategies by adopting promotion through WEB 2.

0, such as influencers or what is called influence marketing.

Barsha Bennah is a fast food restaurant located in Annaba, Algeria, that specializes in Tunisian food, on February 28, 2022 the restaurant adopted promotion through social media by contracting with a Facebook influencer, where the latter developed a promotion strategy by filming videos inside the restaurant, , In the following days, the restaurant experienced a jump in sales and an increase in the number of its followers on social media.