Вплив соціальних мереж на репутаційний капітал закладів ресторанного господарства
The Impact of Social Media on the Reputational Capital of Restaurant Establishments

Summary/Abstract: The aim of this article is to develop theoretical foundations and provide practical recommendations for assessing the impact of social networks on the formation and development of reputational capital among restaurant establishments in the digital economy. Reputational capital is considered a strategic intangible asset that determines the level of consumer trust, competitiveness, and sustainability of the business. Special attention is paid to social networks and their correlation with brand perception and customer behavior. The key points of digital interaction between restaurant establishments and their audience are summarized, including online reviews and ratings, user-generated content (UGC), comments, the activities of micro- and nano-influencers, crisis messages, and the timeliness of response factor. An applied analytical framework for assessing digital reputation is proposed, which enables the evaluation of communication effectiveness and the application of tools for attributing the impact of social networks, specifically cross-platform comparisons, campaign tags, and quasi-experimental approaches. The results obtained indicate that systematic work with content and reviews, clear moderation rules, prompt and empathetic response to complaints, as well as transparency in crisis situations, are statistically associated with improved online ratings and increased intentions to visit establishments. The feasibility of integrating the proposed indicators into regular analytical dashboards for PR and restaurant marketing, as well as their connection with financial KPIs, is determined. The need to consider the noise of public digital data, differences in platform methodologies, and potential sample biases is substantiated. Prospects for further research include the development of attribution models that consider offline conversions, assessing the long-term impact of UGC on repeat visits and average check, as well as a comparative analysis of the effectiveness of different influencer levels depending on content scenarios.

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