IMPACT OF DIGITAL MARKETING ON COMPETITIVENESS IN THE RESTAURANT INDUSTRY OF KARACHI

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.