Abstract:
In the history of commerce, the emergence of Web 2.0 is one of the most powerful
developments. Social media, other keywords that comes along with, is based on the evolution
of Web 2.0; it not only encourages user-generated content, but also allows the users to show
the content for sharing on the network. Over the last decade this particular technical
revolution has brought marketers into a new era by dramatically revolutionizing the
traditional marketing approach. Social media has the potential to liaison marketers with
vendors, distribution channels, main customers they have etc in a modernized way. This is
the age of information, and consumers are bombarded with large amounts of information
each day.
There is a sudden need in the restaurant industry to understand the important role that social
media plays in the success or failure of a brand. In today’s era Social media can either totally
make or break the brand. This study is focuses upon finding the factors that is responsible to
get the purchase done by a consumer in restaurant industry. The study consists of four
independent variables i.e. Service brand attitude, need to belong, enjoyment in using
technology, emotions in service encounter and measured their impact on a dependent variable
i.e. Consumer purchase decision. Disproportionate Stratified random sampling is used in
order to gather the data from 320 individuals. Several statistical tests are run on the data using
SPSS in order to judge the statistical significance of it and the results thereof. The results of
this study can be effective in understanding the factor which triggers the impulse in the minds
of the customers for the purchase decision in restaurant industry.
