Influence of social media marketing tools on customers' buying behaviour in the fast-food industry in India: An empirical study in Kalimpong City, West Bengal

Abstract

This study examines the impact of social media marketing tools on consumer purchasing behaviour within the fast-food sector in Kalimpong City, West Bengal, India. This study seeks to identify the most effective social media marketing strategies and platforms that influence consumer decision-making in this specific context. A structured questionnaire was administered to 115 respondents who had utilized food delivery applications in the previous year. Data were analyzed using frequency tables, simple percentages, chi-square tests, ANOVA, and one-sample t-tests. The findings indicate that Instagram is the most popular social media platform (40.9%), with the majority of users engaging for 1-3 hours daily. Short online videos were identified as the primary source of fast-food information (40.9%). A significant proportion of participants (69.6%) consume fast food 6-15 times per month, with 58.3% spending over ₹500 per order. Social media marketing strategies, particularly visual content, influencer partnerships, and user-generated content, significantly impact consumer perceptions and purchasing behaviour. This study underscores the importance of tailored social media marketing strategies for fast-food businesses that target consumers in Kalimpong City. However, the potential to enhance trust and advertising effectiveness for certain consumer segments remains. The limitations of the study include a relatively small sample size, a demographic skew towards young male undergraduate students, and potential biases in self-reported data. Future research should address these limitations and explore emerging platforms and local cultural factors to provide more comprehensive insights into the influence of social media on fast-food consumer Behaviour in this region.