The Role Of Social Media In The Marketing Communication Mix Practices Of Restaurants In Addis Ababa

Different approaches and experimentation of Social Media and traditional marketingrncommunication has been observed in Social Media Practices of some restaurants in AddisrnAbaba. This study thus, intends to identify the position of Social Media in the MarketingrnCommunication Mix, the challenges and opportunities presented by Social Media and howrnSocial Media can be effectively implemented in organizations.rnA description mixed research method is used. This is done through using a survey study of thernRestaurants in Addis Ababa. From study, the researcher uses 30 managers from 30 restaurants,rnwhich were selected using purposive sampling. Data collection instruments used in the study isrnquestionnaires and Observation. Findings indicate that Social Media is neither an additionalrnelement in the Marketing Communication Mix nor it has replaced the traditional mix elementsrnbut it should be integrated in the Marketing Communication Mix with each of the elements

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