The Impact of Social Media Advertisement and Electronic word of mouth on Consumer Buying Behavior in Rawalpindi and Islamabad Restaurants

Abstract

This study investigates the impact of social media advertising (SMA, electronic word-of-mouth (EWOM), online ordering system (OOS), information accessibility (IA) on consumer buying behavior (CBB) in the Pakistani restaurant industry. It addresses a significant gap in research by examining the specific effects of social media on restaurant choices within the unique cultural and technological context of Pakistan. The study employs a quantitative approach, collecting data through online questionnaires from 378 respondents in Rawalpindi and Islamabad, cities known for their diverse culinary scene. Key findings reveal that social media advertising plays a substantial role in shaping consumer preferences, with visually appealing content and targeted promotions significantly influencing restaurant choices. Electronic word- of-mouth, encompassing online reviews and recommendations, also emerges as a powerful factor, with positive reviews and peer recommendations significantly influencing decision- making. Additionally, higher accessibility of information through social media platforms and the convenience of online ordering systems were found to contribute to increased consumer purchase behavior. Theoretical frameworks, including Social Exchange Theory, Resource- Based View, and Natural Resource-Based View, are integrated to provide a comprehensive understanding of the complex interplay between social media and consumer behavior. This study contributes valuable insights for researchers, restaurant owners, and marketers in Pakistan. By understanding the specific impacts of social media on consumer decisions, businesses can tailor their marketing strategies, optimize online presence, and foster stronger brand loyalty in the dynamic and competitive Pakistani restaurant landscape.