Abstract:
In today's digital economy, social media has transformed the way businesses
communicate with consumers, especially in the restaurant industry. This study explores
the impact of Social Media Marketing (SMM) on consumer purchase intention within
the Sri Lankan restaurant context. Given the rise of digital platforms like Facebook,
Instagram, and TikTok, understanding how consumers respond to online content has
become vital for restaurant marketers aiming to attract and retain customers'
The research focuses on four key components of SMM: Electronic Word of Mouth (EWOM),
Social Media Advertisements, Higher Accessibility of Information, and Online
Ordering Systems. A quantitative methodology was used, involving a structured
questionnaire completed by 300 restaurant customers. Data were analyzed using SPSS
software, including correlation and multiple regression techniques. The results revealed
strong positive relationships between the independertrv.q.iables and consumer purchase
intention. E-WOM and Online Ordering Systems em$ged as the most influential
factors, highlighting consumers' reliance on pTI rqcommendations and digital
convenience.
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This study provides practical implications for restaurant owners and digital marketers
in Sri Lanka. It emphasizes the need for authentic customer engagement, streamlined
digital services, and targeted advertising strategies that appeal to tech-sawy, urban
consumers. Additionally, it contributes to the limited academic literature on digital
marketing's effect on consumer behavior in emerging markets' The findings support
the development of data-driven social media strategies to enhance brand visibility,
influence purchase decisions, un[ igtptorte business performance in the competitive
hospitality sector.
Keywords: Social Metlia Marketing (sMM), Consumer Purchase Intention,
Electronic word of Mouth (E-woM), social Media Advertisement, online
Ordering Systems, Digital Marketing', Sri Lankan Restauranis, Consumer
Behavior, SPSS, Emerging Markets, Hospitality sector, Digital Engagement
