Impact of Social Media Marketing On the Consumer Preferences in Restaurant Industry: An Empirical Study of Pakistan

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. It has become the part of society and organizations consider it as part of their entity.In the age of information it is not possible for organizations to achieve their objectives without their presence on Social media. Consumers are becoming knowledge able and share their feelings, thoughts and experiences on Social media. This interaction has a faster pace now as the word of mouth spreads with the speed of light. Consumer’s interactions regarding their experiences in restaurants on Social media are also very value able. It could be used to improve services, facilities and infrastructure in restaurant industry. For this research, information is gathered from marketing managers of different restaurants and visiting customers. Primary data is collected with the help of questionnaire.There were 191 questionnaires distributed among customers out of which 161 were returned. After the questionnaires were completed, statistical package for social sciences software (SPSS) is used to analyze the data.