New Media's Impact on the Fast Food Industry: A Comparative Study of Taco Bell and Chick-fil-A
Master of Science
Department or Program
Mass Communication and Media Arts
This research discusses the impact of new media in the fast food industry. Background research was done on how social media and online media is used in advertising strategies, along with research on how businesses use social media and online media. Interviews were conducted with directors of marketing at Taco Bell and Chick-fil-A to understand how they use new media at the national and local levels. Lastly, a survey was conducted to gain the consumer's view on online/new media when making buying decisions.