IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOUR AT ZOMATO

Ø    The impact of social media marketing on consumer behaviour at Zomato concludes that social media marketing plays a vital and significant role in shaping the purchasing decisions, brand awareness, and brand loyalty of consumers on the Zomato platform. The findings of the study clearly establish that social media platforms such as Instagram, Facebook, and Twitter have become powerful marketing tools that directly influence how consumers discover, evaluate, and engage with Zomato's services and offerings. Ø     concludes that the majority of Zomato's consumers are young adults between the age group of 18 to 30 years who are highly active on social media and are greatly influenced by digital content such as advertisements, influencer posts, online reviews, and promotional offers. This highlights the importance of targeting younger consumer segments through creative and engaging social media campaigns to drive higher purchase intention and customer retention.

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