The Effectiveness of Digital Marketing Strategies in Promoting Local Brands: Evidence from Restaurants and Cafés in Hyderabad, Telangana

Author

K. Purna Parjanya Sai, Dr. K V B Ganesh


Abstract

 Digital Marketing is now a critical method of creating awareness, obtaining customers, informing about specials and advertising brands within the Restaurant & Café Industry. This research will explore how Digital Marketing can be utilized to advertise Local Restaurant & Café Brands in Hyderabad, Telangana. A Quantitative, Descriptive and Cross-Sectional Approach was used by administering a Structured Questionnaire via Google Forms. There were 75 usable responses in total. The Questionnaire included Demographic Characteristics, Social Media Usage, Restaurant Discovery, Preferred Digital Content, Online Reviews, Advertisements, Discounts, Influencers, Google Search/Maps, Food Delivery Apps, Behavioral Responses and Overall Perceived Effectiveness. Data was analyzed using Frequencies, Percentages, Mean Scores for 12 Five-Point Likert Statements, an Exploratory Composite Analysis and a One-Sample T-Test for Overall Effectiveness. Findings indicate that Instagram was the most commonly used Social Platform (61.3%), while Videos/Reels and Food Photographs were the most appealing Content Formats (30.7% each).

Additionally, 77.3% stated they visited a Restaurant after seeing it on Social Media and 81.3% stated they ordered Food due to an Online Advertisement or Offer.

Overall, 81.3% rated Digital Marketing at least Moderately Effective and 56.0% rated it Very or Extremely Effective. The Overall Effectiveness Mean was 3.65/5. Based upon these results, the Study concludes that Digital Marketing has a significant impact on Restaurant Discovery, Evaluation, Trial and Recommendation among the Surveyed Respondents.

However, since Convenience Sampling and Self-Reported Data were used in this Study; the Findings should be viewed as Descriptive Evidence for the Surveyed Group rather than Population-Level Causal Evidence. Keywords: Digital Marketing, Local Brands, Restaurants, Cafés, Social Media, Online Reviews, Instagram, Customer Behavior, Hyderabad



Keywords

Digital marketing strategies, Local brand promotion, Marketing effectiveness, Hospitality industry, Restaurants and cafés



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References


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