Abstract:
The aim of this research is to pinpoint the impression of social media
on consumer buying behavior in speedy aid restaurants in Sri Lanka. The usage
of social media is getting increasingly popular by day by day. Recent COVID 19
pandemic, political and economic crisis have added further value for this process.
The majority of companies now employ the utilization of social media for
promotional purposes. In the current economic climate, social media is a rapidly
expanding phenomenon in the business and public relations worlds. Because of
social media, websites like Facebook, WhatsApp, Instagram, YouTube, Twitter,
and TikTok have exploded in popularity, giving users a central hub from which
to interact, entertain, and inform one another. As a result of the rise of social
media, consumers now have more options than ever before for learning about
goods and services.
Design/methodology/approach: The study used a snowball sampling technique
to collect data from 354 people in the Colombo district. A standard questionnaire
was sent around via email, WhatsApp, and other channels. SPSS was used to
analyze the data for reliability, descriptive statistics, correlation, and regression.
Findings: The findings of this study effectively met the study objective of
examining how social media influence consumer purchasing behavior in Sri
Lankan quick service restaurants. The results show that social media has a large
impact on consumers' propensity to make purchases, with consumer comments,
user reviews, and online deals playing the biggest roles. Additionally, the most
common ways that consumers communicate today are via social media platforms
like Facebook, WhatsApp, Instagram, YouTube, Twitter, and TikTok.
As the world becomes increasingly digital, the study's author finds that social
media now exerts a disproportionately large influence on the economy.
Practical limitation: The results of this study can aid the restaurants in creating
a social media strategy that will change patron behavior and boost sales. Like
when the restaurant can concentrate on boosting favorable ratings and interacting
with customers on social media platforms if the study indicates that people are
more inclined to visit the restaurant after reading positive evaluations on social
media. Social media algorithm changes may have an impact on the study's
findings.Originality/value: The study might simply provide a snapshot of social media
usage and might not account for evolving user trends or algorithmic adjustments.
The study may offer insightful information for Sri Lanka's restaurant industry,
where the popularity of fast food outlets and social media is growing. As a result,
this work can be regarded as innovative and significant given its potential to add
to the body of knowledge and its relevance to the sector.
