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Features of a Mobile Application as Instrument of Communication of Restaurants and Cafes with Audience

Student: Pronina Anna

Supervisor: Maria A. Pilgun

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2016

Nowadays mobile phones play an important role in our life, especially if we speak about young people. The smartphone is not only a personal device, which is used to stay in touch with family and friends, but also in communication between brand and its target audience. Today mobile phones present a great opportunity to attract new audience. In this academic paper we study mobile applications, which have become an integral part of our life. Mobile applications also present a great opportunity for business to build strong communication and long-term relationships between brand and consumers. Nowadays mobile applications try to use not only information on the subject, but add some entertainment and games. Problem of this research consists in the fact that mobile restaurant and cafes apps use apps only for its intended purpose, so the frequency of consumers` visits remains permanent. The main aim of this diploma paper is to determine the attitude of mobile apps` audience to implement interactive game component to mobile restaurant apps. In the course of the study, the hypothesis is discovered: the versatility of a mobile application for restaurants and cafes will increase the frequency of requests and the number of contacts audience with the brand. Academic paper includes introduction part, three main chapters and conclusion. Summing up, the hypothesis is proved by online survey and theoretical analysis.

Full text (added May 12, 2016)

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