Exploring the Influence of Social Media Marketing Strategy on Customer Attitudes and Purchase Intentions in Casual Dining Sector

Abstract

Within the restaurant sector, social media has evolved into an essential channel for marketing communication that shapes consumer perceptions and influences dining decisions. This study probes the effects of SMMS specifically Online Advertising (OA) and Electronic Word-of-Mouth (eWOM) on customer behavior within casual dining establishments. Through a descriptive-correlational research framework, the study collected quantitative data using structured questionnaire instruments distributed to restaurant patrons. To examine the impact of SMMS, the study utilized descriptive statistics, correlation, and regression analysis, focusing on their relationship with customer attitude and purchase intention. Results confirm that both eWOM and online advertising significantly predict customer attitudes and purchase intentions, emphasizing the importance of a strong online presence, engaging content, and strategic digital promotions. The study concludes that casual dining restaurants should invest in social media engagement, user-generated content, and targeted advertising to invite and retain consumers. By leveraging responsible social media marketing strategies, restaurants can enhance brand reputation, increase customer interactions, and drive sales growth.