Restricted Research - Award List, Note/Discussion Page

Fiscal Year: 2021

291  University of North Texas  (84587)

Principal Investigator: Dr. Cece Leung

Total Amount of Contract, Award, or Gift (Annual before 2011): $ 65,726

Exceeds $250,000 (Is it flagged?): No

Start and End Dates: 10/22/20 -

Restricted Research: YES

Academic Discipline: 137310 - Hospitality & Tourism

Department, Center, School, or Institute: College of Merchandising, Hospitality and Tourism

Title of Contract, Award, or Gift: Dr. Cece Leung Research on Economic Impact of Digital Technologies

Name of Granting or Contracting Agency/Entity: Facebook


Program Title: N/A


SAMs 1.2.1 Dr. Leung’s Research on Economic Impact of Digital Technologies focuses on Comparing Data-Driven with Contextual Advertising for Small Restaurants. Small independent operators represent 68% of the total U.S. restaurant landscape, an $899 billion industry with more than 1 million locations (NRA, 2020.). As the COVID-19 pandemic led to mandatory stay-at-home orders in many states, small independent restaurants have been struck with decreased customer traffic and reduced revenue. For minority-owned small independent restaurants, social media take on an unprecedented role in connecting individuals, communities, and businesses (Perterson, 2020.). The purpose of this project is to measure both financial and social values of data-driven advertising versus conventional contextual advertising used by minority-owned small restaurants. Facebook and YouTube are selected as the two social media platforms for this project because they are both considered the most useful marketing channels for small restaurants (Van Duyne, 2018).

Discussion: No discussion notes


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