Abstract:
The main objective of this study is to investigate Impact of Digital Marketing On
Competitiveness In The Restaurant Industry Of Karachi
Methodology & Design
The study was quantitative explanatory, causal and longitudinal in nature. Data was collected
from consumers availing services from restaurants industry within Karachi. Multiple
regression analysis is used to analyze and conclude the results. Data is cross sectional in nature.
Descriptive and inferential statistics was performed through SPSS and Smart PLS respectively.
Findings
Findings revealed that website marketing, social media, online branding, post service, online
advertisement and online branding significantly effect competitiveness with the restaurant
industry in Karachi
Limitations
The generalizability of the results may be impacted by the research's use of a small sample size
or restricted geographic area. There may be variances in customer behavior and the efficacy of
digital marketing across different geographies, cultural contexts, or restaurant segments. As a
result, care should be taken when applying these findings to various circumstances.
