A Study on How Marketing on Digital Platforms Affects Customer Behavior in Bhilwara City's Restaurant Industry

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Neha Sabharwal, Karunesh Saxena, Aakanksha Maru

Abstract

Digital marketing has brought about significant changes in the restaurant industry and is crucial to their success and visibility. These days, running a profitable business requires it.  One of the largest benefits is the ability to reach a broader audience through various online media. Social media platforms are especially useful for restaurants to showcase their culinary innovations, engage with customers, and build a loyal following. Thanks to targeted advertising, restaurants can now tailor their messaging to appeal to certain demographics and ensure that the right people see their promotions. This makes the brand more visible and draws in prospective clients who are more inclined to buy from you.


The hotel sector has undergone a change since social media was introduced since it offers a vast platform for interacting and attracting new customers. Because of the untapped popularity of these platforms—which are the most significant factor after word-of-mouth—a research on the market efficacy of digital marketing media like Facebook, Instagram, Snapchat, Twitter, YouTube, Tripadvisor, Zomato, and others has been necessary.


The study is to investigate the factors that influence digital brand recognition, their effect on customer perception, and the most effective approach to leverage these technologies to leave a lasting impression on millennial and Gen-Z customers through customer-generated content. To further our grasp of the subject, the research makes use of both primary and secondary data.


The research reveals that the customers are actively using digital platforms instead of traditional advertising media to look up information about various restaurants. They find these platforms to be dependable and practical, which facilitates more informed choices and reduces time wastage.  

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How to Cite
Neha Sabharwal, Karunesh Saxena, Aakanksha Maru. (2024). A Study on How Marketing on Digital Platforms Affects Customer Behavior in Bhilwara City’s Restaurant Industry. European Economic Letters (EEL), 14(1), 1252–1257. https://doi.org/10.52783/eel.v14i1.1175
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