The Nexus of Brand Trust, Social Media Marketing Features, and Online Fast-Food Purchase Intentions: An Empirical Inquiry

Author(s)	Suraj Gupta
Country	India
Abstract	The Fast-Food Industry has evolved with the change of time In India, stating the rise of online platforms like: Swiggy And Zomato, driven by various Social Media Marketing Features. Some features being Interactivity, Informativeness, Perceived Relevance and Entertainment to connect with users, Build Brand Trust and Influence Purchase Decisions. This research explains how this evolution has influenced fast-food purchase behavior, emphasizing mediating role of Brand Trust. Using a sample of 252 respondents aged (16-24) and tools like regression and KMO tests in SPSS, the study finds that social media marketing features do impact consumer behavior, with brand trust amplifying their effect. It highlights the important of Market and social media strategies evolution, trendiness and E-WOM. The findings highlights that brands excelling in content, customer service and ethical practices gain a competitive edge. In a dynamic digital market, brands must continuously innovate to align with customer expectations in order to maintain loyalty and engagement in the Online Fast-Food Market.
Keywords	Brand Trust, Purchase Decision, Social Media Marketing, Online Fast-Food Platforms, Fast-Food, Online Fast-Food Purchase Decisions
Field	Business Administration
Published In	Volume 6, Issue 6, November-December 2024
Published On	2024-12-31
DOI	https://doi.org/10.36948/ijfmr.2024.v06i06.34508
Short DOI	https://doi.org/g82gd2

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