Influence of Social Media Marketing on Consumer Behavior in the Fast-Food Industry: Special Reference to Colombo, Sri Lanka

Abstract

This study investigates how social media marketing affects customer behaviour in Sri Lanka's fast-food industry in Colombo. The way businesses market themselves has changed dramatically as a result of the social media landscape's explosive expansion, especially in the fast-food sector. The study uses a mixed-approaches strategy that incorporates both qualitative and quantitative techniques. Residents of Colombo were surveyed to collect quantitative data, while marketing experts from a few fast-food firms were interviewed to acquire qualitative insights. Results show that social media has a significant impact on how the general public views fast-food companies. The study also looks at how social media helps to increase repeat business, consumer loyalty, and trust. It also takes into account the potential and difficulties fast-food companies encounter when putting social media marketing initiatives into action. The study offers insightful information about how social media marketing influences fast-food industry consumer behaviour. Brands hoping to remain relevant and competitive must comprehend how social media affects consumer choices in a cutthroat and changing digital landscape.