The Impact of Social Media Advertisement and Electronic word of mouth on Consumer Buying Behavior in Pakistani Restaurants.

Abstract

This study examines the influence of social media advertising (SMA), electronic word-of-mouth (EWOM), online ordering systems (OOS), and information accessibility (IA) on consumer buying behavior (CBB) in Pakistan’s restaurant sector. It addresses a critical gap in social media research by analyzing restaurant choice behavior within Pakistan’s unique cultural and technological landscape. A quantitative approach is employed, collecting data from 378 respondents in Rawalpindi and Islamabad—cities known for their diverse restaurant culture. Findings reveal that social media advertising significantly shapes consumer preferences through targeted promotions and visually appealing content. Likewise, EWOM, particularly online reviews and peer recommendations, strongly impacts purchasing decisions. Additionally, improved information accessibility via social media and the convenience of online ordering further drives customer engagement and transactions. This study integrates Social Exchange Theory, Resource-Based View, and Natural Resource-Based View to develop a comprehensive framework for understanding the social media-consumer behavior relationship. The findings offer valuable insights for researchers, restaurant owners, and marketers, emphasizing the need for businesses to leverage social media’s impact on consumer choices to enhance marketing strategies, strengthen digital presence, and foster brand loyalty in Pakistan’s evolving restaurant industry.

Keywords: Social Media Advertisement (SMA), Consumer Purchasing Behavior (CPB), Electronic Word-Of-Mouth (E-WOM), Online Ordering Systems (OOS), Higher Accessibility-Of-Information (IA).