Role of Digital Advertisement and E-Word of Mouth for Online Food Services

Abstract

The objective of the study was to examine the role of digital advertisement and e-word of mouth from online food services in food industry. This study has selected food industry of Rawalpindi and Islamabad to gather the data. This study has considered digital advertisement and e-word of mouth as independent variables. Whereas, online food services are recognized as the dependent variable within this study in order to testify their relationship in food industry of Rawalpindi and Islamabad (twin cities) of Pakistan. Structured questionnaire based on 5 Likert scale has been the research instruments used by researcher within this study for collection of data from respondents (customers of customers of Rawalpindi and Islamabad). The researcher selects a sample size of 250 respondents to represent the entire population. The questionnaire was distributed in customers of restaurants of Rawalpindi and Islamabad by the researcher to gather the data. Collected data was then analyzed through statistical instruments such as correlation and regression by using SPSS Software. Based on the findings, it has been concluded that digital advertisement and e-word of mouth tends to have significant positive impact on online food services in food industry of Rawalpindi and Islamabad (twin cities) of Pakistan.