Purpose As organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. The purpose of this paper is to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering...

Purpose – This article aims to address the paucity of research in relation to eating establishments and food marketing by focussing on the public house sector in the UK. Design/methodology/approach – This research uses secondary data and a qualitative case study approach to investigate pub...