Analyzing the Impact of Social Media Advertisement on Consumer Dining Experience with Moderating Role of Consumer Affective Commitment In Restaurant Sector Of Islamabad: A Case Study On Asian Vok

Abstract

This study is focused mainly on investigating the impact of social media advertisement on consumer dining experience with moderating effect of consumer affective commitment in restaurant sector of Islamabad. This study has considered social media advertisement as independent variable, consumer affective commitment as moderating variable, and consumer dining experience as dependent variable in this study. However, this study has finalized consumer dining experience to testify the relationship between variables mentioned above. The major emphasis in this study has been on assessing the relationship between consumer dining experience (independent variable), consumer affective commitment (moderating variable) and consumer dining experience (dependent variable) in restaurant sector of Islamabad. To prove this relationship, a survey has been conducted through an adopted structured questionnaire regarding this literature, in which customers associated with Asian VOK, have been requested to share their experiences by filling the questionnaires. Then, to identify the results on data gathered from the respondents, statistical instruments have been used. Some of the statistical instruments used in this study includes descriptive frequencies, reliability, correlation, regression, etc. Results derived through statistical instruments have shown that there exists a significant positive relationship between social media advertisement (independent variable), consumer affective commitment (moderating variable) and consumer dining experience (dependent variable) in restaurant sector of Islamabad. Conclusively, it can be said that social media advertisement and consumer affective commitment positively impacts consumer dining experience in restaurant sector of Islamabad. In addition, consumer affective commitment positively impacts consumer dining experience in restaurant sector of Islamabad. Finally, consumer affective commitment significantly moderates the relationship between social media advertisement and consumer dining experience in restaurant sector of Islamabad.