A STUDY OF IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR IN RESTAURANT INDUSTRY OF JAIPUR CITY

social media marketing

The rapid development of technology and communication channels has made consumers use internet and web tools more today. The most significant one of the tool is social media. Social media gives consumers the power to seek information about the various product and services, criticize them in equal manner and much more. Thus majority of companies today have incorporated social media in their strategies and operations to connect with prospective consumers. This paper aims to study the impact of social media on consumer behavior in restaurant industry of jaipur city. The data presented in this paper is collected through questionnaire which was distributed among various consumers of different age groups and the collected data is coded, calculated and analyzed with the help of statistical tools. In the research various variables such as aim, duration, motivation and effect of using social media, have been conceptualized into an integrated framework to analyze the impact of social media marketing on consumer behavior while selecting restaurants to visit. The research reveals that consumers are increasingly moving away from traditional advertising media and actively seeking out social media platforms to search information related to different restaurants because they regard it reliable and convenient which helps them in better decision-making, and results in less wastage of time.

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