THE IMPACT OF ONLINE REVIEWS AND SOCIAL MEDIA ON CUSTOMER ENGAGEMENT FOR NORTH INDIAN RESTAURANTS IN BANGALORE

Abstract

In the era where digital transformation is reshaping industries, hospitality industry is increasingly turning to digital marketing to attract, engage and retain the customers. This study investigates the impact of online reviews and social media platforms on consumer behaviour and engagement, focusing on North Indian restaurants in Bangalore. In an era dominated by digital interactions, platforms like Google Reviews, Zomato, and Instagram significantly influence customers' decision-making processes. Positive reviews and vibrant social media content enhance trust, brand reputation, and loyalty, while negative feedback poses challenges for brand management. The research examines the relationship between social media engagement and restaurant footfall, the role of occupation and education in interpreting online reviews, and the influence of positive and negative reviews on customer trust and loyalty. A mixed-method approach, including structured questionnaires and interviews, was employed to collect primary data from customers and restaurant managers. Secondary data were drawn from restaurant websites and social media. Findings reveal the importance of authenticity in reviews, personalized social media content, and data driven marketing strategy for sustainable growth, the efficacy of Google Ads, and the strategic value of tailored social media campaigns. The study provides actionable insights for start-up restaurants in a competitive market, helping them optimize their digital presence, enhance customer engagement, and offering actionable recommendation to bridge the gap between digital efforts and consumer expectations.