Black hole attack in wireless ad hoc networks

By
[Authors Name]
[Faculty Name]
[Department or School Name]
[Month Year]

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ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may
have not been possible. In particular, my gratitude goes out to friends, facilitator and family for
extensive and helpful comments on early drafts. I am also deeply indebted to the authors who
have shared my interest and preceded me. Their works provided me with a host of information to
learn from and build upon, also served as examples to emulate.

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DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for
my individual work without any aid, and this thesis/dissertation has not been submitted for any
examination at academic as well as professional level previously. It is also representing my very
own views and not essentially which are associated with university.

Signature:
Date:

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ABSTRACT
This research study is an attempt to study that security is a noteworthy risk and fundamental
prerequisite for mobile Ad Hoc network. Mobile Ad Hoc network is specially appointed system
in a gathering of two or more gadget or hub with wireless correspondence and systems
administration capacity. That speak with one another without the guide of any concentrated
oversees likewise the wireless hub that can alterably frame a system to trade data without
utilizing any current settled network base. There are such a variety of sorts of attacks that should
be possible on MANET and can be effectively done than in wired system like Black hole attacks,
Identity based attacks. An aggressor might comparably make a directing black hole, in which all
bundles are dropped by sending ruined steering parcels, the assailant could bring about all
parcels for some destination to be directed to itself and could then toss them, or the assailant
could bring about the course at all hub in a region of the network to indicate point "into" that
territory when indeed the destination is outside range. Black attack is one kind of steering
aggravating attack and can convey gigantic damage to the network. Therefore, a proficient
algorithm to distinguish black attack is vital another technique that is to be proposed in this paper
in view of verification instrument.

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TABLE OF CONTENTS

ACKNOWLEDGEMENT............................................................................................................ii
DECLARATION..........................................................................................................................iii
ABSTRACT...................................................................................................................................iv
CHAPTER 01: INTRODUCTION (781)........................................................................................1
1.1 Background of the Study..................................................................................................1
1.2 Restaurant Industry in Malaysia......................................................................................4
1.3 Research Aim....................................................................................................................5
1.4 Research Objectives..........................................................................................................5
1.5 Research Questions...........................................................................................................6
1.7 Layout of the Dissertation................................................................................................6
CHAPTER 02: LITERATURE REVIEW (2034).......................................................................8
2.1 Introduction......................................................................................................................8
2.2 Online Marketing..............................................................................................................8
2.3 Restaurant Industry........................................................................................................10
2.4 The Online Restaurant Environment and E-Services...................................................11
2.5 Brand Commitment of Online Community Members...................................................13
2.6 Brand Trust among Online Community Members........................................................15
2.7 Moderating Roles of Age................................................................................................16
2.8 Moderating roles of biological gender...........................................................................17
2.9 Internet Marketing in the Restaurant Industry.............................................................18
2.10 Internet Marketing Strategies for Restaurant Industry..............................................19
CHAPTER 03: RESEARCH METHODOLOGY (366)...........................................................23
3.1 Introduction....................................................................................................................23
3.2 Research Method............................................................................................................23
3.3 Overview of the Quantitative Method............................................................................23
3.4 Research Instrument.......................................................................................................24
3.5 Sample Size.....................................................................................................................25
3.6 Research Reliability........................................................................................................25
3.7 Research Validity.............................................................................................................25
3.8 Ethical Issues..................................................................................................................26
CHAPTER 04: DISCUSSION AND ANALYSIS (1500)..........................................................28
4.1 Introduction....................................................................................................................28
CHAPTER 05: CONCLUSION AND RECOMMENDATIONS (1000)......................................29
APPENDIX....................................................................................................................................39
Questionnaire.........................................................................................................................39

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CHAPTER 01: INTRODUCTION

1.1 Background of the Study

A versatile specially appointed system (MANET) is a gathering of cell phones that can
speak with one another without the utilization of predefined foundation or incorporated
organization. In addition to opportunity of portability, a MANET can be built rapidly easily, as it
doesn't depend on existing system network. Because of this adaptability, a MANET is alluring
for application for example, disaster relief, Emergency response network, robot network, sensor
network, enterprise network, vehicle network, community network, military service, home
network, etc. Dissimilar to the ordinary system, a MANET is described by having an element,
ceaselessly changing system topology because of versatility of hub.
With the late mechanical advances in remote correspondence and expanding prevalence
of convenient figuring gadgets, remote specially appointed systems are relied upon to assume
progressively vital part in future regular citizen and military settings where remote access to
wired spine is either inadequate or inconceivable. Remote specially appointed systems
(MANET's) are made out of a situated of stations (hubs) conveying through remote channels,
with no altered spine support. These hubs are self-sufficiently self sorting out in systems. In
impromptu systems, the gadgets themselves are the system, and this permits consistent
correspondence, requiring little to no effort, in a self composed style and with simple
organization. The huge level of flexibility and the self-arranging abilities make portable
impromptu systems totally not the same as some other systems administration arrangement. Be
that as it may, a cost for each one of those components is paid regarding complex innovation
arrangements, which required at all layers furthermore over a few layers. Successive topology

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changes created by hub versatility make steering in remote specially appointed systems a testing
issue. What's more restricted abilities of portable stations oblige control on hub clogging because
of message sending and constrained battery utilization. Guaranteeing secure and great nature of
administration (QoS) are key business concerns in impromptu remote systems. MANET is of the
all the more advancing & testing zones of remote systems administration.
While a few investigates were directed around there so far and numerous analysts in
distinctive parts of the world are as yet leading research in this field. In wireless Ad hoc system,
hubs speak straightforwardly with each other in a distributed manner. As these hubs are not
joined with force supply consistently, they have confinement on their energy limit, so their
transmission extent is likewise restricted. This restriction influences the usefulness of the hubs
and administrations they give. Hubs need to fill in as end frameworks to hand-off parcels created
by different hubs additionally every hub must have the capacity to capacity as a switch too. Hubs
consistently move so they move all through scope of different hubs, system topology changes as
needs be. This adjustment in topology must be educated to every other hub by a few methods. So
the hubs must utilize the powerful steering convention. Fitting steering is the primary test for
remote specially appointed systems administration.
As in ad hoc and wireless network system there is no altered foundation, there is no focal
organization to deal with the channel assets for the system hubs. For channel allotment circulated
medium access strategies must be utilized furthermore methods must be utilized to recuperate
from the parcel impacts. Nature of administration is given by utilizing successfully composed
convention to give medium access control. Because of element nature of the ad hoc network and
changing network state data, supporting suitable nature of administration is a perplexing and
troublesome issue.

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In remote Ad hoc system, hubs are host and also switch, and advances parcels for
different hubs in system. Every hub takes an interest in an Ad Hoc directing convention that
permits it to find multi-bounce ways through the system to whatever other hub. Steering assumes
vital part in security of system. There are three fundamental steering conventions for a MANET:
DSDV convention (destination sequenced separation vector directing), AODV convention
(specially appointed on interest separation vector), and DSR convention (element source
steering).
Remote impromptu steering conventions are essentially presented to two distinct sorts of
assaults: inside assaults and outside assaults. Outside assaults can again be delegated dynamic or
detached. An assault is thought to be dynamic when the making trouble hub needs to hold up
under some vitality costs so as to perform the danger, where as detached assaults are
predominantly because of resistance, with the reason for sparing vitality egotistically. Pernicious
hubs can upset the right working of steering convention by altering directing data, by creating
false steering data, and by imitating other directing data.
Scientists have attempted to address distinctive assaults on MANET. An inside assault is
a more disjoin sort of danger to specially appointed systems. The aggressor may telecast wrong
directing data to different hubs inside of the system. Separating between adjustments in
information because of a genuine assault or because of remote connection hindrance may be
troublesome. A few sorts of dynamic assaults on directing convention that can as a rule be
effectively performed against a specially appointed system are dark opening issue, steering table
flood, lack of sleep, area exposure, and wormhole assault. So as to manage these difficulties,
broad examination has been directed. The dark gap issue can be effortlessly propelled against
MANET.In this Black opening assault, malevolent hub promotes itself having the most limited

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way to the hub whose parcels it needs to capture. The need to deliver this issue and to streamline
the security of MANET turns out to be critical explanation behind completing exploration into
this range.

1.2 Research Aim

The aims of this research are:

To analyze the black hole in detail

To design algorithm for mobile and wireless ad hoc networks to deal with the data
security issue

To study the existing solutions and the current literature along with the work that has
already been done in the same area of research

1.3 Research Objectives

This research meets the above mentioned aim by fulfilling these objectives.

Be able to highlight the issues already addresses regarding black hole security

To assess the existing loopholes in the security of network

Propose solutions in form of algorithm to deal with highlighted issues

1.5 Research Questions

While several researches were conducted by researchers in different parts of the world,
the following questions need to be answered in this project:
(1) What are the types of protocols that can be used for routing in MANET?
(2) Why and when is AODV protocol preferred instead DSDV and DSR protocols?

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(3) How the black hole attack is launched and how it can be avoided.
All of these questions would be answered in this project.

1.6 Significance of Study

This project covers the three main routing protocols of ad hoc networks, DSDV protocol,
AODV protocol, and DSR protocol. AODV protocol is discussed in detail. Due to the open
medium different attacks are possible against MANET. Attacks against routing protocols are
discussed. Black hole problem is studied in detail. Secured MANET and quality of service are
main concerns in ad hoc networks. This project report presents in-depth details for AODV
protocol; it covers fundamental background details of black hole attack that are considered
relevant to this dissertation

1.7 Research Methodology:

The methodology proposed in conducting this research involves both theoretical and
practical approach by carry out a critical evaluation on routing protocols used for wireless ad hoc
networks and compare their behaviour to different traffic conditions. This would be achieved by
conducting a small scale simulation with the aid of one of the most appropriate simulation
software tool (OPNET). AODV protocol is examined in detail with black hole attack that can be
launched against it.

1.8 Layout of the Dissertation

This dissertation will be based on five chapters. The details of what the chapters include
in them are provided below.

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Chapter # 01-Introduction: This chapter of the dissertation includes the background of
the study, aim and objectives, research questions, significance of the study, research
methodology and the layout of the dissertation.
Chapter #02- Literature Review: This chapter of the dissertation includes the relevant
literature that is available on Black hole attack in wireless ad hoc networks
Chapter #03- Research Methodology: This chapter of the dissertation includes the
method of the research that will be adopted in order to meet the purpose of this paper. This
research study will adopt a qualitative research approach in order to answer the research
questions.
Chapter #04-Analysis and Discussion: This chapter of the dissertation provides the
results of the responses that will be obtained from the participants of the survey questionnaire.
This chapter of the dissertation will also provide the analysis of the responses.
Chapter #05-Conclusions: This chapter of the dissertation draws conclusion from the
results that have been obtained from the survey that will be conducted.

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CHAPTER 02: LITERATURE REVIEW

2.1 Introduction
The pace of increased innovation triggers a tremendous advancement in wireless
technology which paves way for dealing with the security issues in wireless ad hoc networks.
Routing plays important role in security of network. Route identification and route configuration
are the basic functions that all routing protocols for wireless ad hoc networks has to perform. At
least one route is essential between any pair of nodes for communication to happen and that
should be loop free path. As a prerequisite to communication the route between a pair of nodes
must be identified. To recover from the unexpected events such as link failure, host unavailable,
and traffic congestions in the sub network, route configuration functions are performed.
Wireless Ad Hoc network has advantage that wireless node can communicate with rest of
the world while being mobile. Wireless technologies are very popular over last few years, from
satellite transmission to home wireless personal area networks. Wireless Ad Hoc networks have
self-forming, self-configuring and self-healing algorithms that make network more flexible and
rapidly deployable. Tactical communications and military networks are two main applications of
MANET. Due to its fundamental characteristics wireless MANET is vulnerable to attacks. In
order to deal with different threats, extensive research has been conducted. Internal attacks are
more dangerous as node is already reliable part of the network. So it's difficult to find out the
attacking node in internal attack. Black hole problem is one of the main threats in which
malicious node advertise it by using routing protocol. It advertises as having shortest path to
node whose packets it wants to intercept. This particular issue is aimed to implement secured
AODV routing protocol. Researchers have tried to address black hole problem by disabling the

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ability to reply in a message of an intermediate node, so that only the destination node should
send all reply messages. It is not possible to find a general idea that can be used against all kinds
of attacks, because every attack has its own distinct characteristics.

2.2 Ad hoc networking

Conventional wireless networks have a fixed network infra-structure and centralized
administration. In contrast, wireless ad hoc networks have no infrastructure or administrative
support. It is made up of wireless nodes, some or all of them may be mobile, and they create a
wireless network amongst themselves dynamically. There is no central administration or no fixed
infrastructure, no base station, so network can be created and used at anytime and anywhere.
Since all wireless nodes can be mobile, the composition of such networks is necessarily time
varying. By interacting with other nodes only it is possible to add or delete nodes from the
network. Fig. 1.1 is the conceptual representation of mobile ad hoc network.

The absence of a fixed infrastructure for ad hoc networks and no central management
means that the nodes directly communicate with other nodes in a peer-to-peer fashion. The nodes
have restriction on the use of their power capacity, so their transmission range is also limited.
Mobile nodes are not only the end system; but they have to relay packets generated neighbouring
nodes, thus nodes act as a router as well.
As nodes move in and out of range with respect to other nodes, including those that are
operating as routers, the resulting topology changes must somehow be communicated to all other
nodes, as appropriate. Ensuring the effective routing is one of the great challenges for ad hoc
networking. Carefully designed distributed medium access techniques must be used for channel

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resources, and, hence, mechanisms must be available to recover effectively from the inevitable
packet collisions.

The mobile ad hoc network has the following typical features :

* Unreliability of wireless links between nodes. Because of the limited energy supply for the
wireless nodes and the mobility of the nodes, the wireless links between mobile nodes in the ad
hoc network are not consistent for the communication participants.

* Constantly changing topology. Due to the continuous motion of nodes, the topology of the
mobile ad hoc network changes constantly: the nodes can continuously move into and out of the
radio range of the other nodes in the ad hoc network, and the routing information will be
changing all the time because of the movement of the nodes.

* Lack of incorporation of security features in statically configured wireless routing protocol not
meant for ad hoc environments. Because the topology of the ad hoc networks is changing
constantly, it is necessary for each pair of adjacent nodes to incorporate in the routing issue so as
to prevent some kind of potential attacks that try to make use of vulnerabilities in the statically
configured routing protocol.

2.3 Social Media and Online Community Marketing

Social media is an innovative application that is based on web in the online marketing.
Organisations utilize the social media in order to form communities online for building new
models of business that include new channels for marketing the products and build stronger

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relationships with the customers by beating the limitations of place and time (Zeithaml, 1988, p.
22). Online communities are a new channel for marketing and they allow the marketers to gain
information regarding the current or potential customers from the profiles, it infers the
preferences and needs of the consumers that are based on the history of the community usage and
attains replies directly from the consumers (Yuan & Jang, 2008, 288). The marketers can gain a
higher level of customisation by monitoring the content that is posted by the members of the
community and can also gain in-depth understanding of all the needs of the consumers, using
information to create new services and products. This is helpful for the marketers for advertising
new offerings in order to target the consumers (Wu & Chang, 2005, p. 937).
The marketers have viewed the online communities and an effective tool for creating a
strong relationship between the consumers. These relationships can be further improved with a
concept of website stickiness. The stickiness of a website is defined as an ability that retains and
draws the consumers by creating value for the customers, for example, rewards for customized or
personalized services and products, trust and loyalty. Website stickiness encourages the
consumers to interact with the members of an online community and also with the organisation.
Although the social media provides organizations that have opportunities that enable
them to create online communities, the negative outcomes shall arise regarding to the concerns
of privacy (Wilkins and Merrilees, 2010, p. 21). The social media encourages the people to offer
personal information. In most of the cases, people have failed to take in to account the potential
risks, for example, disclosure of information for public. Details including the contact
information, specific information and age can result in the theft of identity by the companies that
are third party outsource or by the employees (Zeithaml, 1988, p. 22).

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Despite the concerns of privacy, the social media is nevertheless perceived as an excelled
platform for building the online community of the firms due to the advantages of marketing. For
taking an advantage of an online community has used for the purposes of marketing, a company
shall determine the target consumers and have learned what has motivated them for visiting in an
online community (Zott and Amit, 2000, p. 463). With an increasing popularity and usage of the
online communities, most of the companies do not question the whether they build the online
communities through the social media (Williams & Cothrel, 2000, p. 81).

2.3 Restaurant Industry

The restaurant industry is a dynamic, complex and competitive industry. Although the
restaurant industry is challenging and complex it is an industry that will continue to grow.
Industry complexity, pressures to reduce costs, increase productivity, decrease turnover, post
positive same store sales growth and maintain or sustain a competitive advantage in the
marketplace is forcing restaurateurs to formulate strategy necessary to achieve organizational
goals.
Profitability and competition are considered to be the two dominant reasons for the
restaurants and they must evaluate the current management and marketing philosophies. This
needs the restaurants to satisfy and understand the needs of their customers to the extent that they
can easily yield profits by meeting their needs. Service quality is considered as a determinant that
has a strong influence on the performance of the strategic unit (Khairul and Maisarah, 2005, p.
1187).
Since customers have become more familiar to the internet access, ordering online has
also become important for the owners of the restaurants who do not want that their consumers

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switch to some other restaurant that offers them online services. Uploading the menu on the
website will help the consumers to be aware of what the restaurants offer and they can get food
by ordering online and not stepping out of their homes (Woods, 2009, p. 44).
Ordering via phone or a brochure is also becoming obsolete and most of the customers
and restaurateurs have adopted the system of online ordering. Restaurants are using these online
mediums in order to cut their costs and so that they can make it easy for their consumers to
purchase food. In this era of high technology, ordering food online has built a digital marketplace
for the restaurants to promote themselves online and provide support to wider base customers
(Hak and Kwang, 2010, p. 11).

2.4 The Online Restaurant Environment and E-Services

Studying the transactions that are based on the online services are considered important
because during the early days of electronic commerce, the researchers found that the electronic
services are compared with offline services and have an ability to serve the consumers in a more
efficient manner and also at a lower cost. It concurrently offers information that is specific to the
service. Mostly for the online services, the quality of the complementary and supporting services
play an important role in the value perception of the consumers.
Typical restaurant-service components include:

the menu offerings

ordering merchandise

the opportunity to read current newsletters, events and web

blogs

gain an education about the background of the restaurant and

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the food that it has to offer, how long the restaurant has been in

business, and read staff bios

Restaurant reviews (also 3rd party reviews, like Epinions, etc.)

make reservations and preferred seating arrangements

location-- directions and maps, hours of operation

gift certificates and loyalty programs

nutritional information availability

feedback/comments

view food and beverage specialswhat is seasonal and what

excitement is cooking next

other dining details and options, such as take-out, carry-out,

catering or banquets

community service events

special announcements and offerings

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For a restaurant to be successful it is important to identify the electronic services which

can help to focus and identify on developing the features that can enhance the value of the
consumer and does not waste the resources and capital on the features that are not preferred by
the consumers (INC, 2012, p. 59). E-services are required to provide alternatives that are viable
to the conventional methods of services. In a similar way, it is important to understand how the
customers trade-off between the conventional and online features of a function that increases the
familiarity of the e-services. There are greater numbers of guest base who wants to find a
restaurant online and want to obtain directions to it through the internet and if a restaurant does

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not have a website, then the people would not be able to locate it. It is also observed that the
consumers respond more to the websites that inform them quickly about what they seek.

2.5 Brand Commitment of Online Community Members

The consumers engage in different processes of cognition for evaluating the information
regarding the brands that are preferred or the brands that are competitive. The process of
selecting information has an influence on the brand commitment, which has been defined as a
positive and strong psychological attachment of the consumers to a certain brand. Consumers
that are highly committed to a certain brand evaluate the brands that are competing in a less
positive manner and for avoiding the consideration for the brands of competitors while making
the purchase decisions (Zeithaml, 1988, p. 22). They have tried to defend the attitudes that are
favourable for the brands while perceiving threats as favourable information regarding the
preferred brands or the information that is favourable regarding the competitive brands.
Consumers perceive threats for securing positive attitudinal position to the preferred brands by
searching favourable information regarding their brands and for maintaining their beliefs
regarding the brands (Yuan & Jang, 2008, 288).
Consumers expect evidences that are preferred by the brands that are different and better
in comparison to the others. Consumers who are not that committed to the certain brands are less
likely to be threatened by the competitive brands. The consumer considers a brand that satisfies
their needs and looks for information regarding new brands. These consumers also look for the
similarities between the aspects that are positive for the preferred brand in comparison to the
competitive brands (Zott and Amit, 2000, p. 463). There is strong possibility that the consumers

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might accept an alternative when they feel that the brands that are competing with in the market
are similar to the brands that are preferred by the consumers (Zaphiris & Rifaht, 2006, p. 22).
An online community comprises of a group of consumers that are committed due to the
group that comprises of the people who have common purposes and interests. The members
discuss the ways in which the products shall be used and ask the other members for information
regarding the maintenance and repair of the products. Since the members actively and frequently
participate within the online communities they get more familiar with brands and therefore, they
develop expertise regarding the brands and products (Wilkins and Merrilees, 2010, p. 21). The
member also offer help to the other members who are a part of the community. Content or
information that is posted by the members includes the positive messages that provide support to
their most favourite brands and also provide protection to the attitudinal positions regarding the
brands.
Although being highly involved in the activities of a community, for example,
participating in posting and discussions regarding the messages about a brand has a positive
effect on the emotional attachment and commitment of a brand. For instance, when the
consumers discuss issues that are related to the favourite brands, they are likely to create an
emotional tie with one another and they reach an agreement in an easier manner (Zaphiris &
Rifaht, 2006, p. 22). The participation of the members increases in an active manner and this also
increases their commitment towards a specific brand because the members who have similar
interest in brands can interact and communicate with one another through the discussion of
boards within the community (Zeithaml, 1988, p. 22). When the experience is shared with
sympathy, related to specific issues about the brands or the experiences of consumption positive

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attitudes are generated towards the brands that can be improved. Hence, the participation level
has a positive effect on the brands commitment (Zaphiris & Rifaht, 2006, p. 22).

2.6 Brand Trust among Online Community Members

Trust is one of the major factors that must be present for interpersonal exchanges; it built
gradually with continuous interactions. Brand trust is a secure belief of the consumers that is
performed by the brand when it is consumed by the consumers. Trust is essential for reducing the
risk perceptions (Yuan & Jang, 2008, 288). When a brand performs all its expected functions in a
successful manner, the consumers begin to trust it more and plan to continue a relationship with
the brand or company. If there is no trust, there will be now interactions that would continue
beyond a single occasion (Wu & Chang, 2005, p. 937).
Frequently participating in the activities of the community has enables the consumers to
become more informative regarding the brands. For instance, the consumers are able to discuss
their experiences related to the products and suggest ways that are alternative for fixing the
products of the brand (Williams & Cothrel, 2000, p. 81). This kind of discussions increases the
confidence of the consumers that will provide satisfaction to them with a specific brand and also
builds trust in them for that brand. Additionally, the online communities serves a bulletin board
for the purpose of posting the consumers suggestions and opinions, and the organisations
consider all these resources while developing a new product or while modifying the brand
products (Wu & Chang, 2005, p. 937).
Organisations seek to assess the online community as a tool that exchanges ideas related
to the new offerings, listening directly to the comments regarding the products and services from
the consumers and learning more regarding the needs of the consumers (Wilkins and Merrilees,

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2010, p. 21). Continuous interaction between the consumers and companies, the trust in the
organisation and its brands is generated eventually. Depending on the interaction and
communication, the consumers expect that the brands will either meet or exceed constantly their
basic needs. When the consumers are satisfied they get satisfied by participating and this might
increase the levels of trust in relation to the online communities and also the brand (Wu &
Chang, 2005, p. 937).
In a number of studies of marketing, trust has been identified as predictors for the
consumers in the relationship that will be long term and the brand commitment. Commitment
towards a brand is known as a positive emotion of the consumers regarding a specific brand. The
consumers commitment towards a brand shows that they are satisfied with the brand and that
they are less likely to seek different brands, this save their efforts and time (Williams & Cothrel,
2000, p. 81). A positive emotion for a brand is highly related to the trust that the brand performs
its functions. Additionally, the consumers trusts in the brand strengthen the attachment and
favours behaviour towards the brands. Consumers who are loyal to their brands try to avoid other
alternative brands and depend only on the information related to the brands that are their
favourite (Yuan & Jang, 2008, 288).

2.7 Moderating Roles of Age

Age is a factor that has been considered as one of the most important personal
characteristic that has an effect on the adoption of the computers and behaviours of internet
usage such as searching, messaging, purchasing and downloading information are all linked to
the adoption of technology with the differences age (Zaphiris & Rifaht, 2006, p. 22). Individuals
who are young are usually more open to the usage of new technology rather than the old ones,

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since the older people are highly concerned with the difficulties that may have a new system of
learning. Therefore, no significant difference is obtained in the usage of interest for the purpose
of online shopping across the age groups. There may be differences in the content types that
individuals look for based on their age group on the internet (Yuan & Jang, 2008, 288). For
example, elder consumers are less likely to look for new information, while the younger
consumers seek for information and numerous other criteria of decisions while making decisions
for purchase. Wu & Chang (2005, p. 937) found that the younger groups i.e. up forty years of age
appreciate the functional benefits, for example, gathering information and the transaction ease
from the participation of community. Younger adults under the age of 20 are more likely to use
psychological and social benefits, for example a sense for enhancing the social status, in
comparison to the adults who are above the age of 55 years. Adults who are between the ages of
20 to 40 years are given more value regarding the hedonic benefits in comparison to the other
groups. Similarly, members or consumers who are a part of online communities for the
companies in the hospitality sector might have different reasons for participating in to varied
activities.

2.8 Moderating roles of biological gender

Gender is a considered to be a variable that is moderate and specifically in the researchers
carried out for the consumer behaviour. Most of the studies have shown that the social roles are
different based on the biological gender and they indicate a specific behaviour that both men and
women both display (Yuan & Jang, 2008, 288). For instance, men often learn to be aggressive
and assertive, while women nurture more and they tend to be naive. The differences have
revealed that have distinctive patterns for building and communicating relationships with others.

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For instance, men try to control relations and they dominate their conversations with others,
while women are likely to express their personal feelings, to be supportive and cooperative with
others for the purpose of interaction (Zaphiris & Rifaht, 2006, p. 22).
There are similar differences that prevail in the biological gender are found on the
websites. Men tend to exhibit preferences for the aspects of entertainment, for example building
web pages, searching information regarding the products and participation in the games that are
available on the internet. In comparison to men, women are more interested in maintaining
social connections via email and other online activities, such as chatting, communication with
friends and share personal emotions and issues. Women are found to use more online chatting
and emails in comparison to men for interpersonal communication. It is also found that women
prefer to receive advertising emails more than men and this indicated that they are less oriented
to tasks. , for example searching for information (Zott and Amit, 2000, p. 463).

2.9 Internet Marketing in the Restaurant Industry

Internet marketing has been applied by restaurants as a conceptual part of the marketing
concept and it has been used in order to provide support to the complete range of organisational
processes and functions that are responsible for delivering the services and products to the
customers. According to Dave Chaffey et al (2000), it provides facilitation to the management of
information and it has been recognised increasingly as a tool that offers support to the critical
marketing and also to the implementation and formulation of the strategy (Williams & Cothrel,
2000, p. 81).
There has been an exponential growth in the technology and it has had an effect on most
of the industries, including tourism and hospitality beneficiaries. The management of food

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service industry has offered multimedia ads and options for menu in the system for the
management of customer relationship, which includes internet strategies, for example, models of
distribution and dynamism of pricing (INC, 2012, p. 59). Online advertisement and marketing
via emails with the websites that are well-constructed are considered as an important tool for
marketing of the restaurant industry (Yu and Wu, 2005, p. 707).
Francis, (2008) stated that the benefits of web search engine advertising can easily
change target audience or advertising focus, or both, by changing keyword or webpage. Also,
restaurants are not locked into advertising which one can cancel, reduce or increasing advertising
at any time. Moreover, ones can grow as fast as they want by increasing or decreasing listings on
the internet. In addition, advantages of online marketing provides 24/7 availability of the sales
and information and support to the product, global visibility, direct sales, acquisition of
customers and retains them, target market. And all these are important to retain and gain the
consumers (Yu and Wu, 2005, p. 707).
Internet culture is acclimated to a gift culture therefore it is important to win audience
heart with a few ways which are make the website fun, interesting and also useful (Shambora,
2011, p. 46). In term of making the website fun, interesting and useful is how people design the
website and also consider a few issue which are for instance, is the information given accurate?
A websites information should be accurate and also up to date all the time so that a website
would not provide inaccurate information to the visitors.

2.10 Internet Marketing Strategies for Restaurant Industry

The industry of restaurant is affect by the regular innovations which have been
taking place in the internet technology (Hak-Seon Kim et al, 2010, p. 14). Methods of internet

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marketing also include online PR (Public Relations), online advertising and SEO (Search Engine
Optimization), marketing via email and social networking websites (Shwu-Ing, 2002, p. 36).
Online PR has been defined as a message that has been decided and is made relevant to the
people who are already aware of it and can find efforts that are reflected in the coverage that is
received. Therefore, online public relations open up a can for digital worms, in a similar way like
the internet has recreated the relationship that prevails between consumers and media (Woods,
2009, p. 44).
Search engine optimization (SEO) is a link of getting website to work better with search
online search gear like Google, Yahoo and Bing and to look for available, gainful, ranking
opportunities through keyword search. Francis, Russel D (2008) stated that SEO empower
potential clients to find a website with keywords; visitors tend to see a list of ten websites,
therefore the four basic categories for using SEO efficiently are title, tags, text and links. E-mail
is well known as a electronic method of sending and receiving messages. A relatively recent
innovation is the use of web sites which provides free E-mail facilities and do not require any
special software (INC, 2012, p. 59).
Social media as a new marketing tool has created more chances to connect network with
friends, family and also customers. Thomas (2011) declared that Twitter, Groupon, Facebook,
Zynga and Foursquare have engaged new web frenzy for internet social media marketing.
(Shambora, 2011, p. 46) Processed that gone are the days when business just pushed out
messages to consumers. Moreover, social networking has changed the one-way relationship
between consumers and the mainstream media. Social networking online is started with a way
for everyone in the world to communicate; the company can decorate its personal page with
information, pictures, address, videos, events or even promotions and it seems to be one of the

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crucial marketing tools nowadays (Lacho, Kenneth J and Merinello,Craig, 2010, p. 133). In
addition, Facebook and Twitter can have more conversations with customers therefore social
media is now one of the important internet marketing tools for restaurants.
If Facebook were a country, it would be the third largest in the world which Facebook
reached over 500 million users in just six years according to. The ways Facebook can help for
business are Facebook is building awareness which can build connections via profiles, pages,
group and also private message. Besides, Facebook also distributes information which marketers
can provide their information for free. Also, this social media creates community, where Seth
Godin, a marketing guru talks about tribes where tools like Facebook allow tribes to create
community because companies do not sell, people sell, therefore put the power in peoples hand
and go where they go-Facebook. Moreover, Facebook is crucial as a marketing channel which
restaurants and other business can easily advertise anything on it; weekly events or pictures of an
establishment can easily posted on Facebook for advertising (Earls, 2012, p. 12). Marketing has
now cut across the entire organization with social media, from customer service, advertising and
also creates a new pitfalls and areas of concern for companies.
Twitter is an information network that brings people closer to what is important for them
and for business in Twitter- the conversation is canvas (INC, 2012, p. 59). For business, Twitter
provides great context where people can know what is happening and also reply. (Thomas,
2011)stressed the point that it is a marketing multitasking where an organization does anything
new, from posting on Twitter it can automatically update most social media including Facebook,
MySpace and others.
Thomas (2011) stated few reasons why network online are important for restaurants and
other business. First of all, company can manage and update the information by own to public

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about their details. Secondly, advertising on social media is a great source which everyone in the
world can actually know what is going on and share to their friends online. Also, company can
also post job listing to recruit better employee.
Lacho, Kenneth J and Merinello Craig (2010) stresses that advertising on social
networking is being able to promote a business to an extreme large market. For instance, if a
restaurant signed into a social networking site and hoping for advertising their restaurant, they
can accomplish photos, menus and other useful information on a social media as in Facebook or
Twitter where people online can share and like which can expose to many people and attracts
them to visit the restaurant (Yu and Wu, 2005, p. 707).
A website contains multiple functions where one can utilize it as a platform for
communication, promoting and advertising among customers which can provide the effective
way of doing good business (Khairul adham, et al, 2005). In context, promoting a business with
the internet can be more effective due to the flexible tool and in the next few years, millions
more will get connected to internet and it is essential to communicate with customers and also
very detailed information for the visitors who log on to the link of the business. Nevertheless,
social media involves social media advertisement to attract customers or persuade them to buy
your product and service (Hak and Kwang, 2010, p. 11).

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CHAPTER 03: RESEARCH METHODOLOGY (366)

3.1 Introduction
This chapter of the dissertation incorporates the research method that has been adopted
for this dissertation. This chapter discusses the research instrument that has been adopted for this
research in order to meet the aim and objectives of this dissertation. This chapter includes an
overview of the quantitative method of research, reliability and validity of the data and data
analysis.

3.2 Research Method

This research study has adopted a quantitative method of research. For collecting
quantitative data, survey questionnaire has been used. According to Creswell (2009) this research
instrument has allowed the researcher to collect the quantitative data from a larger sample size.
The main reason of selecting the survey questionnaire is that it provides the researcher with an
opportunity of finding out the characteristics of large sample based on the data obtained from the
participants. The aim of the survey method is to create generalisations regarding the sample
population.
Primary research is also known as field research, which is carried out to gather first hand
information that has not been published already. It is a new research that is conducted for
answering a specific issue or research question. Primary research enables to gather more relevant
information. There are numerous sources for gathering primary data, which include interviews,
observations, surveys, and focus groups. For this research study a survey questionnaire was

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circulated to the respondents for obtaining their responses regarding the success of internet
marketing in the Malaysian restaurant industry.

3.3 Overview of the Quantitative Method

The positivist or quantitative paradigms are characterised by usage of theoretical
propositions that are to be tested empirically in order to determine, whether the propositions are
actually true. It is interested in measuring the relationship between variables. It provides
objective and value free findings obtained through statistical methodology facilitates replication.
Thus the findings are not subject to the interpretation of the researcher.
Focusing on measuring, confirming or validating causal relationships between variables,
it is suitable for theory testing. It requires the collection of large amounts of quantifiable data to
meet the evaluation criteria of validity and reliability for statistical analysis. The findings are
deductive and generalized for time and place. The only singular weakness is that it treats the
people mechanically by putting greater emphasis on the numbers, thus the researcher becomes a
scientist who is disinterested in searching for the general cause and effect relationship that is
derived on a logical basis from the casual law. Thus, the researcher is completely away from the
process and is not is position to either understand or observe the use of judgement for the
evaluation of behaviour.

3.4 Research Instrument

For this research study a questionnaire has been used in order to obtain the responses of
the respondent regarding the success of internet marketing in the restaurant industry. A
questionnaire is a research instrument that is used for collecting the responses of the participants.

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Questionnaire is structured as open ended or closed ended questionnaires. In a questionnaire, the

respondents are asked to choose from a specific set of answers that are provided by the
researcher. This helps the researcher to code the responses of the respondents and in quantifying
them in order to obtain the results. It is easier and less time consuming to answer the questions of
a questionnaire.

3.5 Sample Size

In many times the sample size of 30 is held by many researchers to be the minimum
number especially when researchers are planning to use some forms of statistical analysis on
their data, otherwise sample sizes must be greater than 30, but less than 500.
Guided by this, a sample of 100 people has been selected for participation in the survey
questionnaire. All the participants have been chosen on a simple random of the researcher that
they were best suited to present the views of the target population.

3.6 Research Reliability

Bryman, A and Hardy, M, (2009), in their book Handbook of Data Analysis were of the
view that, the term reliability is concerned with the stability of a variables. Whereas Merriam,
S.B (2009), in their book Qualitative Research: a Guide to Design and Implementation
referred the term reliability to mean the extent to which there is steadiness in the data or
findings. The researcher has the duty to explain in details on how the study was conducted and
how the findings were derived from the data. By using the scale construction methods in the
formulated questionnaire in this study, the findings obtained from are likely to be proved the

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same as those the researcher or any other person will have to obtain in the coming weeks or
months.

3.7 Research Validity

The term validity as far as the research is concerned means the degree in which the
research findings are plausible, in other meaning this term is concerned with the issues of
whether a variable really measures what it is supposed to measure (Merriam, S.B, 2009). For the
purpose of this study the researcher has addressed this issue by checking interpretations of the
questionnaire conducted with individuals who purchase food from restaurants. And in ensuring
such validity the methods that the researcher has used in collecting information are survey
questionnaires, interviews, and internet materials.

3.8 Ethical Issues

Ethical issues are vital in every aspects of life. (Buchana, E.A, 2004, p. 28) pointed out
that there are so many faces of ethical issues even in virtual research in multidisciplinary
perspectives. The author mentioned the issue of consent, confidentiality, intellectual properties
and privacy to be among the ethical issues in the real world. The researcher in this study has been
keen on this issue and has precisely and accurately followed the rules and regulations provided
under the Code of Conduct and Policy on the Governance of Good Research Conduct in the
UK and the Code of Conduct for Research by the UWIC.
To succeed on this, the researcher has illustrated the highest level of integrity and
professionalism in conducting the research. However the researcher has demonstrate the greatest
respect for intellectual property by referencing all the work that is not hers to avoid plagiarism,

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the author has also taken into consideration the issue of confidentiality seriously by ensuring the
research participants never to disclose any information they have provided.
The nature of data in this piece of study depended on the internet materials,
questionnaire and interview. The researcher has used a Likert scale style of questionnaire
whereby the respondents here are presented with a series of statements to which they indicate
their level of agreeing or disagree with them; this was well explained by (Bryman, A, 2009).
Likert Scale base on the following example:

Strongly agree
Agree
Neither agrees nor disagrees/neutral
Disagree
Strongly disagree

Just after collecting information or data as a result of the questionnaires sent to different
participants in this study and the interview conducted, all the responses are organised in a
manner which make it easy for qualitative and quantitative analysis.
The computer based management has been applied in this piece of study by the
researcher; this involves the applications of the software packages in analysing the data With the
use of SPSS (Statistical Package for the Social Science) the researcher has found it easy in
tables creations which will be used at the end in pie charts and graphs drawings.

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CHAPTER 04: DISCUSSION AND ANALYSIS (1500)

4.1 Introduction
This chapter of the dissertation provides the results of the questionnaire and assesses the
responses of the participants regarding the

4.2 Questionnaire Analysis

Did you book a restaurant in Malaysia, or do you intend to book a restaurant in Malaysia during
the upcoming week?
Frequency
60
40

Yes
No

The above table shows the gender of the participants who were a part of the survey that
was carried out this research. 60 percent of the participants said that they intended to book a
restaurant in the Malaysia in the upcoming week, while 40 percent of the people did not intend to
book a restaurant in the upcoming week. Hence, taking in to consideration the percentage with
which the number of participants intend to book a restaurant during the upcoming week in
Malaysia are greater in comparison those that do not intend to book a restaurant online in
Malaysia. Therefore, it is clear that there is a normal distribution on the basis of the choosing a
hotel or not.

Did you use, or do you intend to use internet to search for information about
restaurants in Malaysia?

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Yes, it is my
only channel
Yes, and I will
use other offline
information
Valid No, I will rely
only the
opinions of my
friends and
family
Total

Frequency

Percent

Valid Percent

Cumulative
Percent

42

22.0

22.0

22.0

50

50.0

50.0

72.0

28.0

28.0

100.0

100

100.0

100.0

30

The above table shows the responses of the participants regarding ways that they use for
obtaining information about the restaurants in Malaysia. 42 percent of the respondents said that
they internet is their only channel for obtaining information regarding the restaurants. 50 percent
of the people said that they use both online and offline mediums for obtaining information
regarding the restaurants, whereas, 8 percent of the people said that they only rely on the
opinions of their friends and family for the purpose of obtaining information regarding the
restaurants. This shows that the there are quite a few people who are solely relying on the
information that is available to them via internet and almost half of the population in Malaysia
relies on both online and offline sources for obtaining information. Therefore, majority of the
people living in Malaysia are moving towards the advancement in technology and they have
started considering the online medium as reliable sources for getting information and reviews
about a restaurant.

Obtaining Information to select a restaurant in Malaysia

Frequency

Percent

Valid Percent

Cumulative
Percent

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I use the
restaurants
official web site
I use 3rd party
booking web site
I use social
networks such as
Facebook,
Valid foursquare.
I use information
from independent
blogs
I use information
from friends and
family
Total

11

11.0

11.0

11.0

23

23.0

23.0

34.0

20

20.0

20.0

54.0

31

31.0

31.0

85.0

15

15.0

15.0

100.0

100

100.0

100.0

31

The above table shows the responses of the participants for the online mediums that they
use to obtain information regarding the restaurants in Malaysia. 11 percent of the consumers said
that they use restaurants official website for obtaining information. 23 percent said that the focus
on the third party website for the purpose of booking a restaurant. 20 percent of the participants
said that they use social networking websites for gaining information regarding the restaurants.
31 percent of the participants said that they use information from blog, whereas, 15 percent of
the people said that they use information that is provided to them by their family and friends for
information gathering.

How useful do you find the information about restaurants in Malaysia in the following
channels?
Not

Not very Neutral

useful at useful
all

Quite Extremel
useful

y useful

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Restaurants official website
Third party websites
Specialised restaurant websites such as,

12
10

34
29

19
28

26
23

9
10

magazines
Independent blogs
Social networks such as Facebook

12
13

27
26

20
29

24
22

17
10

foursquare
Friends Family acquaintances

18
12

19
26

22
25

29
23

12
14

32

The above table represents the responses of the participants regarding the ways through
which they prefer obtaining the information and booking restaurants in Malaysia through various
channels.12 percent of the people said that the restaurants website was not useful at all, 34
percent said that they were not very useful, 19 percent had a neutral perception, 26 percent of
them said that they were quite useful, whereas, 9 percent said that the website of the restaurant
was extremely useful.
10percent of the people said that the third party websites were not useful at all, 29 percent
said that they were not very useful, 28 percent had a neutral perception, 23 percent of them said
that they were quite useful, whereas, 10 percent said that the third website regarding restaurant
was extremely useful.

12 percent of the people said that the specialised restaurant websites website were not
useful t all, 27 percent said that they were not very useful, 20 percent had a neutral perception,
24 percent of them said that they were quite useful, whereas, 17 percent said that the specialised
websites for the Malaysian restaurants were extremely useful.
13 percent of the people said that the independent blogs were not useful t all, 26 percent
said that they were not very useful, 29 percent had a neutral perception, 22 percent of them said

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that they were quite useful, whereas, 10 percent said that the independent blogs for the
Malaysian restaurants were extremely useful.
18 percent of the people said that the social networks such as Facebook foursquare were
not useful t all, 19 percent said that they were not very useful, 22 percent had a neutral
perception, 29 percent of them said that they were quite useful, whereas, 12 percent said that the
social networks such as Facebook foursquare were extremely useful.
12 percent of the people said that the friends and family acquaintances were not useful t
all, 26 percent said that they were not very useful, 25 percent had a neutral perception, 23 percent
of them said that they were quite useful, whereas, 14 percent said that the social networks such
as Facebook foursquare were extremely useful.

When looking for information about restaurants in Malaysia, how accurate do you think
the information displayed in the following channels is?
Not

Not very

Neutral

accurate at accurate

Very

Extremely

accurate

accurate

all
12
18

36
24

16
23

22
24

14
11

planet, magazines..
Independent blogs
Social networks such as Facebook

13
10

24
36

23
26

29
19

11
9

foursquare
Friends Family acquaintances

9
18

27
24

29
23

22
24

13
11

Restaurants official website

Third party websites
Specialised travel websites such as lonely

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The above table represents the responses of the participants regarding the accuracy of
information about restaurants in Malaysia that is displayed in the following channels through
which they prefer obtaining the information and booking restaurants in Malaysia through various
channels.
12 percent of the people said that the restaurants website was not accurate at all, 36
percent said that they were not very accurate, 19 percent had a neutral perception, 22 percent of
them said that they were very accurate useful, whereas, 14 percent said that the website of the
restaurant was extremely accurate.
18 percent of the people said that the third party websites were not accurate at all, 24
percent said that they were not very accurate, 23 percent had a neutral perception, 24 percent of
them said that they were very accurate, whereas, 11 percent said that the third website regarding
restaurant was extremely accurate.

13 percent of the people said that the specialised restaurant websites website were not
accurate at all, 24 percent said that they were not very accurate, 23 percent had a neutral
perception, 29 percent of them said that they were very accurate, whereas, 11 percent said that
the specialised websites for the Malaysian restaurants were extremely accurate.
10 percent of the people said that the independent blogs were not accurate at all, 36
percent said that they were not very accurate, 26 percent had a neutral perception, 19 percent of
them said that they were very accurate, whereas, 9 percent said that the independent blogs for the
Malaysian restaurants were extremely accurate.
9 percent of the people said that the social networks such as Facebook foursquare were
not accurate at all, 27 percent said that they were not very accurate, 29 percent had a neutral

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perception, 22 percent of them said that they were very accurate, whereas, 13 percent said that
the social networks such as Facebook foursquare were extremely accurate.
18 percent of the people said that the friends and family acquaintances were not accurate
at all, 24 percent said that they were not very accurate, 23 percent had a neutral perception, 24
percent of them said that they were very accurate, whereas, 11 percent said that the social
networks such as Facebook foursquare were extremely accurate.

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CHAPTER 05: CONCLUSION AND RECOMMENDATIONS

This research study is an attempt to study the successes of internet marketing in the
Restaurant industry of Malaysia. The study of restaurant brand usage of social media focuses on
the communities and online websites. This is considerably new for marketing the hospitality
industry. There are a number of benefits due to the participation of the members in the online
communities that are managed by the firms in the hospitality industry. The responses have
certain implications for marketing for the segment of hospitality, which includes the designs of
the restaurant brand pages on Facebook and other variables such as brand loyalty, perceived
quality and brand awareness for the practitioners in order to attract the potential customers and to
strengthen the relationship with the current consumers. This research has also focused on the
variables related to the participation of the consumers that strengthens the relationships of the
consumers with a specific brand. Studies that were conducted in the past provided an indication
that the members of the community have often been persuaded by the other consumers in order
to bond and purchase a brand, which also built the commitment of the brand.
The restaurant industry showed that there is a substantial impact that community
participation has on the brand commitment and trust. The results have provided that a brand page
of the marketers has insights in the endeavours of relationship marketing. Marketers responsible
for marketing the restaurants brand pages must take in to consideration the ways through which
the relationship of the current members can be strengthen.
The social media offers an infrastructure of technology that the firms in the hospitality
sector can embrace with suitable guidelines and planning for the engagement of the consumers.
There a number of important factors that have an influence on the participation of the members

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in the restaurant brand pages. The marketers have made advises for offering benefits to the
members of restaurant brands of the Facebook pages.
Such kind of strategies also includes.
1. Improving the opportunities for engagement and interaction between the members of
a Facebook page of a brand to foster the interests and carrying out the similar
purposes of joining.
2. Including numerous features in the brands page on Facebook for providing positive
experiences, for example, enjoyment, entertainment and pleasure, with the brand.
3. Monitoring the communication of the members for identifying the new segments of
the markets and providing customised services that are based on the mutual interests
that are about the services and products, purposes of visiting and the other factors.
The consumers have generated a content that is posted before to and follows the
experiences with the restaurant brands is an important resource that has an affect for the
favourable brand experiences and image. Firms in the hospitality shall be tempted in order to
keep the messages that are positive and compliments their pages and deletes the content that is
negative for creating a brand that include positive content that is perceived with the visitors
scepticism.
Marketers of brand page takes advantage of the negative comments that provide
explanations that are satisfactory on the pages of Facebook and follows the customer in order to
rectify the problems that might lead to regaining of the consumers trust. Therefore, efforts of
these kind addresses the issues that can be affected directly by the consumers who put up
negative content and indirectly have an influence on others who have a view of the
communication.

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A major goal of the marketers of brand page is to convert the new and the existing
members in to committed members for forming the relationships in the long-term. Firms in the
hospitality industry i.e. restaurants foster brand commitment by offering personalised and
specialised services on the Facebook. Additionally, the restaurants must be selective for
providing the basic combination for services as an identified segment of the consumers. The
results of this dissertation have shown that the people of Malaysia prefer using online mediums
for obtaining information regarding the restaurants and they do try the restaurants based on the
information that is being provided to them via online reviews and the websites of the restaurants.
The people are moving towards the online mediums for the purpose of booking and obtaining
information regarding the restaurants and their popularity between the people of Malaysia.
Managerial Implications for the Restaurant Industry
The restaurant industry offers a number of managerial implications that increases the
success of the restaurant brands on the pages of Facebook. The two major benefit factors,
hedonic and social psychological benefits have been derived from the consumers of restaurants
required for the participation. Members have perceived a sense for the affiliation and community
as the greatest benefits they have received from the Facebook pages of brands for the restaurants.
Additionally, they have enjoyed visiting the pages of restaurant brands for entertainment and fun.
These benefits are considered important for helping the firms in the hospitality industry
in order to encourage the involvement of the members in the activities of the community that
have enhanced the relationships between the brand with the potential and the current consumers.
The marketers have made advises for the purpose of monitoring the communication
between the members on the Facebook pages of restaurant brands in order to gain the insight.

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The attributes of the restaurants, which include the taste of food and quality and the services of
the employees, are evaluated on a frequent basis.
The consumers of the restaurants are apparently not driven to seek the information via
pages of Facebook. It is important for the restaurants to promote menus for the potential
consumers in order visit their restaurants by this platform. In order to attract the consumers, the
marketers of the restaurant brands for the pages of Facebook might consider providing special
offers and content that is interesting for the elements that are desired by the users of Facebook,
for example the widgets and newsfeed, which includes the information that is updates and makes
a unique impression.
It can be concluded that the social media is an effective platform for the engagement of
consumers in the restaurant industry of Malaysia. The restaurants brand pages enables both the
marketers and members to carry out an interactive communication. The marketer shall design
strategies for marketing that strengthens the loyalty of the consumers.

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APPENDIX
Questionnaire
Did you book a restaurant in Malaysia, or do you intend to book a restaurant in Malaysia during
the upcoming week?
1. Yes
2. No
If 2, the questionnaire stops.
Did you use, or do you intend to use internet to search for information about restaurants in
Malaysia?
1. Yes, it is my only channel
2. Yes, and I will use other offline information
3. No, I will rely only the opinions of my friends and family
When you were looking for information to select a restaurant in Malaysia, or if you intend to
search for information to select a restaurant in Malaysia, what of the following channels do you
use? Select all the applicable
1. I use the restaurants official web site
2. I use 3rd party booking web site
3. I use social networks such as Facebook, foursquare..
4. I use information from independent blogs
5. I use information from friends and family
How useful do you find the information about restaurants in Malaysia in the following channels?

Restaurants official website

Third party websites
Specialised travel websites such as
lonely planet, magazines..
Independent blogs
Social networks such as Facebook
foursquare
Friends Family acquaintances

Not
Not very Neutral Somehow Quite
useful at useful
useful
useful
all

Extremel
y useful

When looking for information about restaurants in Malaysia, how accurate do you think the

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45

information displayed in the following channels is?

Not
Not very
accurate at accurate
all
Restaurants official website

Third party websites

Specialised travel websites such as lonely

planet, magazines..
Independent blogs

Social networks such as Facebook

foursquare
Friends Family acquaintances

Neutral

Very
Extremely
accurate accurate