INFLUENCE OF CONTENT MARKETING & E-WOM STRATEGIES ON CONSUMERS’ CASUAL DINING BEHAVIOR: A STUDY OF GEN Z’S SOCIAL MEDIA MARKETING ENGAGEMENT AND USAGE

Abstract

The objective of the study includes the intention to analyze how Gen Z perceives casual dining restaurants through social media content and to examine electronic word of mouth i.e, E-wom’s impact on the behavioral intentions of GEN Z consumers.

Purpose of this research paper is to study the influence of the social media marketing strategies including the ambiance, visual appeal and customer engagement using online content strategies on casual dining sales and growth.

The methodology includes the empirical method in which data analysis was used using RFRC (reliability, factor, regression, correlation) method for data analysis using SPSS 21 tool.  

Findings suggests that the visual appeal and content engages the customers including the online esthetics of the website design, content, visual appeal, colors and design used during website design for customer engagement for casual dining and restaurant business for sustainability. The other factors include the ambiance, context, music, food quality and outlet outlay influences the casual dining sales significantly.

Implications include the role of businesses in creating content people, planet profit collaboration for sustainable content businesses (3P model for sustainable and SDG). It also includes the role of sustainability for enhancing restaurant business sustainability in metropolitan cities including Delhi/NCR.