Influence of Social Media Reviews on Selection of Restaurants by Customers in Pune City

Abstract

The purpose of this study is to highlight the impact of social media reviews on customer restaurant selection in Pune. The popularity of social media is growing by the day, and all types of businesses are embracing it as an important part of their marketing strategies. (Timilsina, 2017). Social media has provided a low-cost and easy-to-use marketing platform for reaching thousands of customers instantly. It has been hailed as playing a growing role in many aspects of the hospitality industry, including guest satisfaction and process improvement. Most businesses today use social media platforms such as Facebook, Instagram, and Twitter, among others, as a new way to communicate and conduct business (Anderson, 2012). To promote the business and new offers restaurant industry use social media pages like Instagram and Facebook to attract the patrons to outlets. The trend of uploading pictures and posting comments or writing reviews is one way of describing the dining experience and this research aims to find the influence of social media reviews while selecting the restaurant.

Keywords: Social Media, Restaurant, Reviews, Marketing

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