The study on the Impact of Social Media Marketing with Reference to Zomato aims to explore how social media platforms influence consumer behavior and brand perception in the food delivery and restaurant industry, specifically focusing on Zomato. With the increasing reliance on digital platforms for marketing and customer engagement, Zomato has adopted social media marketing strategies to boost its visibility, customer interactions, and brand loyalty. The research will examine how various social media channels, such as Instagram, Facebook, and Twitter, have impacted customer awareness, preferences, and purchasing decisions. The study's sample size consists of 100 participants, who are regular users of Zomato and actively engage with the brand through its social media presence. The analysis will be based on simple percentage analysis, allowing the identification of trends and patterns in the relationship between social media engagement and consumer choices. Key areas of investigation include the effectiveness of promotional campaigns, customer feedback, the role of influencers, and the overall perception of Zomato's online presence. The findings aim to provide valuable insights into how social media marketing strategies have contributed to Zomato's growth and brand recognition, ultimately shaping customer satisfaction and loyalty. This research contributes to understanding the role of digital marketing in enhancing customer engagement in the competitive food industry.
INDEX
ABSTRACT
1. INTRODUCTION
1.2 Introduction to Social Media Marketing
1.3 The Evolution of Social Media Marketing
1.4 Key Social Media Platforms
1.5 Key Components of Social Media Marketing
1.6 Benefits of Social Media Marketing
1.7 Challenges of Social Media Marketing
1.8 The Future of Social Media Marketing
1.9 Company Profile
1.10 Birth of Zomato
1.11 Global Reach
1.12 Focus on Food Delivery & Business Model Shift
1.13 IPO and Recent Developments (2021–Present) Objective of the study
2 THEORETICAL FRAMEWORK
2.1 Concept of Marketing
2.2 Social Media Marketing
2.3 BENEFITS OF MARKETING
3. REVIEW OF LITERATURE
3.1 Effectiveness of Social Media Marketing in India"
3.2 Role of Social Media in Digital Marketing Strategies
3.3 Social Media Marketing and Consumer Buying Behavior in India"
3.4 Measuring ROI in Social Media Marketing
3.5 The Power of Influencer Marketing in India
3.6 Impact of Social Media Advertising on Brand Awareness
3.7 Consumer Trust and Social Media Marketing
3.8 Personalization in Social Media Marketing: A Study on Indian Consumers
3.9 Short-Form Video Content and Social Media Marketing Trends
3.10 Social Media Marketing and Consumer Purchase Intention: A Study on E-Commerce Brands"
4. RESEARCH TECHNOLOGY
4.1 Research Design
4.2 Data Collection Methods
4.3 Tools and Techniques for Data Analysis
5. DATA ANALYSIS AND INTERPRETATION
6. CONCLUSION
RREFERENCES
ANNEXURE (QUESTIONNAIRE)
ABSTRACT
The study on the Impact of Social Media Marketing with Reference to Zomato aims to explore how social media platforms influence consumer behavior and brand perception in the food delivery and restaurant industry, specifically focusing on Zomato. With the increasing reliance on digital platforms for marketing and customer engagement, Zomato has adopted social media marketing strategies to boost its visibility, customer interactions, and brand loyalty. The research will examine how various social media channels, such as Instagram, Facebook, and Twitter, have impacted customer awareness, preferences, and purchasing decisions. The study's sample size consists of 100 participants, who are regular users of Zomato and actively engage with the brand through its social media presence. The analysis will be based on simple percentage analysis, allowing the identification of trends and patterns in the relationship between social media engagement and consumer choices. Key areas of investigation include the effectiveness of promotional campaigns, customer feedback, the role of influencers, and the overall perception of Zomato's online presence. The findings aim to provide valuable insights into how social media marketing strategies have contributed to Zomato's growth and brand recognition, ultimately shaping customer satisfaction and loyalty. This research contributes to understanding the role of digital marketing in enhancing customer engagement in the competitive food industry.
1. INTRODUCTION
The rise of social media has transformed the way businesses engage with their customers, providing an opportunity for brands to establish direct communication and influence consumer behavior. Zomato, one of the leading online food delivery and restaurant discovery platforms, has embraced social media marketing as a crucial component of its branding strategy. In today's digital age, social media platforms such as Facebook, Instagram, Twitter, and YouTube offer a wide-reaching and interactive space for brands to engage with their target audience. Zomato, through its social media presence, has been able to not only increase its visibility but also foster a sense of community among users, encourage user-generated content, and drive customer loyalty.
The study seeks to examine the effectiveness of Zomato's social media marketing strategies and their impact on consumer perceptions, behavior, and purchase decisions. With a sample size of 100 active users of Zomato, the research will explore the influence of various social media tactics such as influencer marketing, promotional posts, customer reviews, and interactive content. The primary objective is to assess how these strategies shape customer attitudes toward the brand and their overall experience with Zomato. By leveraging simple percentage analysis, the study will provide insights into the correlation between social media engagement and consumer behavior, ultimately contributing to the understanding of digital marketing's role in the food delivery sector.
1.2 Introduction to Social Media Marketing
Social Media Marketing (SMM) refers to the use of social media platforms to promote a product, service, or brand. The process involves creating and sharing content that engages users, builds brand awareness, drives website traffic, and fosters customer interaction. It is one of the most powerful tools in the digital marketing world due to its vast reach, cost- effectiveness, and the ability to engage with audiences in real-time.
1.3 The Evolution of Social Media Marketing
Over the past two decades, social media has transformed from a platform for personal communication to a powerful marketing tool. Initially, social media platforms like Facebook, Twitter, and LinkedIn were primarily used for connecting with friends and colleagues. However, as the number of active users grew exponentially, businesses began to recognize the potential of social media as a means to engage directly with their target audience.
Today, social media marketing has become an essential part of every brand's marketing strategy. It enables businesses to not only promote their products and services but also to listen to customer feedback, analyze behaviors, and provide customer support.
1.4 Key Social Media Platforms
Some of the major social media platforms used in marketing include:
• Facebook: The most widely used platform globally, Facebook offers businesses a range of tools for marketing, including Facebook Ads, Page Insights, and Marketplace. Its diverse user base makes it an excellent choice for businesses targeting a broad audience.
• Instagram: Known for its visually-driven content, Instagram is popular among younger audiences and is particularly effective for businesses in the fashion, lifestyle, and travel industries. Instagram Stories, IGTV, and Shopping features provide multiple engagement opportunities.
• Twitter: Twitter is used for real-time communication, allowing businesses to participate in trending topics, engage with followers through direct messages, and promote their brand through Twitter Ads.
• LinkedIn: This platform is best suited for B2B marketing. LinkedIn helps businesses connect with professionals, share industry-related content, and use LinkedIn Ads to promote services to a targeted audience.
• YouTube: As the second-largest search engine, YouTube allows brands to use video content for marketing. Video tutorials, product demos, testimonials, and influencer partnerships are effective ways to engage viewers.
• TikTok: A platform that has surged in popularity, especially among Gen Z, TikTok provides opportunities for viral marketing through short, creative videos. Businesses leverage TikTok influencers and challenges to reach younger, trend-sensitive consumers.
• Snapchat: Snapchat is popular for its short-lived content and interactive filters. Brands use Snapchat to create fun, engaging, and visually appealing campaigns targeting a younger demographic.
1.5 Key Components of Social Media Marketing
Effective social media marketing involves several key components:
- Content Creation: The foundation of social media marketing is the creation of high- quality, engaging content that aligns with the brand's voice and goals. Content can be in various forms, including text posts, images, videos, and infographics.
- Social Media Advertising: Paid advertising o social media allows businesses to target specific audiences based on demographics, interests, location, and behavior. Ads can appear in the form of sponsored posts, videos, or banner ads, and they are typically used to increase visibility, drive traffic, or generate leads.
- Influencer Marketing: Partnering with social media influencers allows brands to reach a wider and more engaged audience. Influencers use their platforms to promote products or services, often through sponsored posts or product placements.
- Community Engagement: Social media is all about building a community around a brand. Engagement involves responding to comments, sharing user-generated content, holding live chats, or running polls and surveys. A responsive and interactive presence helps strengthen brand loyalty and customer relationships.
- Social Media Analytics: Analyzing data from social media platforms is crucial for understanding the effectiveness of marketing campaigns. Key metrics like engagement rate, reach, impressions, and conversions help businesses measure their performance and optimize future strategies.
- Customer Service: Many brands use social media as a customer service channel. By responding to customer inquiries, addressing complaints, and providing solutions in real-time, businesses can enhance customer satisfaction and brand loyalty.
1.6 Benefits of Social Media Marketing
Social media marketing offers numerous benefits, including:
- Increased Brand Awareness: Social media platforms allow brands to reach a vast audience, ensuring their products or services are visible to more people. Regular posting, paid ads, and viral campaigns can significantly boost a brand's visibility.
- Cost-Effectiveness: Compared to traditional forms of marketing (TV, radio, print ads), social media marketing is relatively low-cost. Small businesses and startups can compete with larger corporations using well-targeted campaigns.
- Improved Customer Engagement: Social media allows brands to interact directly with their audience. Responding to comments, answering questions, and engaging with followers helps build trust and loyalty.
- Targeted Advertising: Social media platforms offer advanced targeting features that allow businesses to reach the most relevant audience. Ads can be tailored based on age, location, interests, behaviors, and more.
- Real-Time Feedback: Social media allows businesses to gauge consumer sentiment and receive immediate feedback about their products or services. This feedback can help brands make necessary improvements and adjustments.
- Driving Traffic and Conversions: Social media marketing can drive significant traffic to websites and online stores. Sharing links, offering promotions, or running contests can convert followers into customers.
1.7 Challenges of Social Media Marketing
Its benefits, social media marketing comes with challenges, including
- Algorithm Changes: Social media platforms frequently update their algorithms, which can affect the visibility of posts. Brands need to stay informed about these changes and adapt their strategies accordingly.
- Content Overload: With millions of posts shared daily, standing out in a crowded feed can be challenging. Businesses need to create high-quality and unique content that resonates with their target audience.
- Negative Feedback and Crisis Management: Social media amplifies both positive and negative feedback. Brands must be prepared to handle customer complaints, negative reviews, or PR crises swiftly and professionally.
- Measuring ROI: While social media offers numerous engagement metrics, measuring the actual return on investment (ROI) can be challenging. Businesses need to track conversions and align social media efforts with sales and business goal.
1.8 The Future of Social Media Marketing
The landscape of social media marketing is constantly evolving. Emerging trends that are shaping the future of social media marketing include:
- Video Content Dominance: Video content, especially live streaming, is becoming increasingly popular. Short-form videos, long-form content, and interactive formats are key to engaging audiences in the future.
- Social Commerce: Social media platforms are becoming more integrated with e- commerce features, enabling users to shop directly from posts or ads. This trend is expected to grow as consumers prefer to shop within their social media apps.
- Artificial Intelligence (AI): AI-driven tools, such as chatbots, automated content creation, and advanced analytics, are improving social media marketing efficiency and personalization.
- Augmented Reality (AR) and Virtual Reality (VR): AR and VR are offering new ways for brands to engage customers through immersive experiences, such as virtual try-ons or interactive ads.
- Micro-Influencers: While influencers with millions of followers will continue to be effective, brands are increasingly turning to micro-influencers with smaller but highly engaged audiences for more authentic campaigns.
1.9 COMPANY PROFILE
ZOMATO LIMITED
Zomato is a multinational restaurant aggregator and food delivery company headquartered in Gurugram, India. It was founded in 2008 by Deepinder Goyal and Pankaj Chaddah and has since expanded its presence across multiple countries. The platform provides users with restaurant listings, reviews, menus, and food delivery services, making it a one-stop solution for dining experiences.
The company has diversified its offerings, including Zomato Gold (now Zomato Pro), Zomato Hyperpure (B2B supply service), and Zomato Instant (quick delivery services). It also became a publicly traded company in 2021, marking a significant milestone in its growth journey.
1.10 History and Growth Journey
Early Years (2008–2012): Birth of Zomato
- Founded in 2008 as "Foodiebay" by Deepinder Goyal and Pankaj Chaddah, both alumni of the Indian Institute of Technology (IIT) Delhi.
- Initially, it started as a platform to provide restaurant menus and reviews.
- Renamed Zomato in 2010 to expand beyond food and international markets.
- By 2012, Zomato expanded into the United Arab Emirates, Sri Lanka, the UK, the Philippines, and South Africa.
1.11 Expansion & Funding (2013–2017): Global Reach
- Zomato raised multiple rounds of funding from investors such as Info Edge, Sequoia Capital, and Temasek.
- Acquired several startups, including Urbanspoon (USA), Cibando (Italy), Gastronauci (Poland), and Lunchtime (Czech Republic).
- Launched Zomato Order (food delivery) and Zomato Base (point-of-sale system for restaurants).
- Generated content.
1.12 Focus on Food Delivery & Business Model Shift (2018–2020)
The company faced competition from Swiggy in India and Uber Eats globally.
- Zomato sold its UAE delivery business to Talabat and acquired Uber Eats India in 2020.
- Launched Zomato Gold (now Zomato Pro), a subscription service offering discounts.
- Expanded into Hyperpure, a B2B business supplying fresh ingredients to restaurants.
1.13 IPO and Recent Developments (2021–Present)
- In July 2021, Zomato launched its initial public offering (IPO), raising ₹9,375 crores (~$1.3 billion).
- Entered quick-commerce with Blinkit (formerly Grofers) acquisition in 2022.
- Experimented with Zomato Instant, a 10-minute food delivery model.
- Expanded Zomato Hyperpure to supply food essentials to restaurants.
- Focusing on sustainability and reducing carbon footprint in delivery operations.
OBJECTIVES OF THE STUDY
• To study the impact of social media marketing on consumer awareness of Zomato's services.
• To analyze the influence of social media campaigns on consumer purchasing decisions and brand loyalty.
• To study the role of influencer marketing and customer reviews in shaping consumer perceptions of Zomato.
• To analyze the effectiveness of interactive content (such as polls, contests, and engagement posts) in enhancing customer engagement.
• To study the correlation between social media engagement and customer satisfaction with Zomato's services.
2.THEORETICAL FRAMEWORK
2.1 CONCEPT OF MARKETING
The study focuses on the subject of SM, specifically its utilization as a marketing tool to facilitate brand exposure. However, it is crucial to establish a clear definition of the term "marketing" as mentioned in the title. Marketing is a dynamic, ever-evolving, and restless business activity. The business growth mainly depends on the income of the business it fetches. The income comes to the business through a sale of the product or the services. The employment of the proper marketing strategy by the company has a significant impact on sales. It is essential to define marketing in order to create a conceptual framework and to identify the underlying factors relating to marketing.It is indicated in the literature that there is no single, widely-accepted definition of marketing. The majority of operational definitions of marketing are contextual. The list of several marketing definitions is as follows:
Definition of Marketing
Marketing serves as both a functional aspect within an organization and a series of procedures aimed at crafting, conveying, and dispensing value to clients. It also involves overseeing customer relationships in manners that advantageous to both the organization and its stakeholders.
- American Marketing Association
Marketing constitutes a social and managerial progression through which individuals and collectives achieve their necessities and desires by generating and trading products and value with others.
- Phillip Kotler
Marketing encompasses business functions primarily focused on stimulating and fulfilling demand within the business enterprise.
- Cundiff and Still
Marketing uncovering needs and desires into precise product and service specifications. generates interest in these offerings, subsequently amplifying the demand for them.
- Hansen
Figure 1.1: Model of marketing process
Illustrations are not included in the reading sample
Source: Kotler eta (2010), principle of marketing, edition 2010 .
Utilizing social media for marketing has been one of the most important developments in the field of marketing. The original purpose of social media was to facilitate interpersonal communication, but it has since evolved into a crucial platform for marketers.
Improvements in facts and communication technologies have altered corporate processes, transactional outcomes, and interpersonal communication. Web 2.0's release aided the rapid development of social networking sites.
2.2 Social Media Marketing
SMM encompasses the utilization of methods and technologies by marketers to analyze consumer behavior and get insights into their preferences and interests across diverse SM platforms. It is a sort of internet marketing strategy that leverages SM applications as a means of promoting products or services. The advent of this latest breakthrough has brought about a substantial transformation in the marketing industry, offering an alternative to conventional marketing strategies for efficiently targeting specific target audiences. Nevertheless, despite its relative youth, there are predictions that it will serve as the focal point of the forthcoming marketing transformation. SMM serves as a digital platform facilitating direct interaction between customers and companies, enabling discussions pertaining to the goods and services presented by the firm. S.M. plays a crucial role in enabling two-way communication. S.M. profiles offer advantages to both consumers and businesses. Prior to making a purchase, shoppers exhibit a desire to peruse the social media accounts associated with the product or brand. The utilization of S.M. in India is closely intertwined with even the slightest changes observed in the nation's digital landscape. In addition to its cost-effectiveness, marketers now have the opportunity to investigate other suppliers at a significantly reduced expense compared to previous periods.
SM is used by businesses to interact with clients around the world. Social media-based business provides a range of services to meet customer expectations. Customers utilise their social media profiles for purposes other than shopping. The customer becomes engaged with the brand through a variety of stories, updates on superior products, and numerous educational themes. Via contrasting the goods or services with those of rival brands, consumers can practically assess the quality of the service provided by social media. ―Online communities, social networks, blog marketing, and other online media‖ are all used in SMM. It involves reaching out to both current and potential clients. SMM is the technique of attracting visitors to a website or attention using social media platforms. It entails the creation of compelling material that grabs users' attention and persuades them to share it on social media. It results in e-WoM, which is more effective than any paid or sponsored advertisement or promotion. Word-of-mouth is the term used to describe how information about an occasion, a product, a service, a brand, or an organisation spread from user to user over the Internet. This probably resonates because, in contrast to the brand or company itself, it seems to come from a reliable, outside source.
SMM has emerged as a contemporary phenomenon, representing a fast-expanding avenue via which firms can effectively engage with their intended customer base. The utilization of S.M. platforms for the purpose of promoting a business and its products constitutes the fundamental concept of SMM. It utilizes various S.M. platforms like as Facebook, Twitter, and Instagram to effectively advertise goods and services, engage with existing customers, and acquire new ones. The system operates in a manner that facilitates a reciprocal exchange of information between the user and the A.I. However, the current state of this platform remains in its early developmental phase, with expectations that the next marketing revolution will occur inside this domain.
2.3 Benefits of Social Media Marketing
In recent years, firms are adopting the utilization of SMM due to its efficacy as a cost-efficient marketing strategy. In comparison to alternative advertising strategies, SMM solutions are predominantly cost-free and easily accessible (Levinson, J.C. & Gibson, S., 2010). The primary objectives of SMM encompass enhancing brand recognition, conducting market analysis, facilitating overall marketing efforts etc. Indeed, it is a verifiable fact that social networks have the capability to enhance website traffic, foster consumer loyalty, increase brand and product recognition etc. Given below are the benefits of SMM for both consumers and enterprises.
A. Benefit for Business
- Brand exposure and awareness
Businesses using social media marketing tactics mostly gain from increased brand visibility. Brand exposure happens when a consumer, whether intentionally or unintentionally, learns about a good, service, via any one of their 5 senses. S.M. platforms also increase awareness for brands that already exist. Increased exposure is the main advantage of SMM, claims Stelzner (2012).
- Targeted traffic
Social media platforms like Instagram, facebook, which have billons of users, offer a convenient target market for those looking to advertise goods or services online. In reality, SMM is now a highly successful method for directing relevant visitors to websites and blogs run by businesses. Although S.M. has initiated access to lot of new opportunities and generated a huge quantity of online traffic, SEO still plays a key influence in the amount of visitors to websites. With their millions of users and limitless reach, social media platforms are in fact now offering significant opportunities for business owners. Targeted visitors will return to the corporate website via social media platforms.
- Leads generation
The primary motivation for their company's implementation of a social media strategy, according to 61% of U.S. marketers, is to enhance lead creation (Hubspot, 2012). Potential customers or sales prospects are referred to as leads. Every business will undoubtedly have some potential consumers on one of the several Social Media platforms, where millions of individuals connect every day. Every person who follows the company on Twitter or likes its
Facebook page represents a prospective consumer. Visitors will only turn into worthwhile leads if they become intrigued by the brand. There is no question that any company that implements a SMM plan will gain from the development of leads.
- Improved Customer Engagement & Brand Loyalty
Your ability to turn followers into consumers increases with every social media post you publish on a network. Since social media enables businesses to grow a social media following and forge closer relationships with potential, existing, and past customers, it has several benefits for businesses. According to a Forbes survey, 70% of customers said they will recommend your business to others if they get timely social media responses. This will grow your fan base.
- Market Insights
Market research and competition monitoring have undergone a full transformation thanks to the Internet and social media. The amount of data that has been preserved in the Social Media channels' archives makes it simple to find out who the target market is and who the rivals are. Social media so greatly aids market understanding. Social media platforms give you the chance to spy on rival businesses. Any brand may keep a careful eye on and read what is happening on the websites, blogs, and Social Media platforms of its rivals. There are many tools available to assist marketers in researching what their rivals are doing. This
enables the brand to stand out from the competition and maintain an advantage. Additionally, social media platforms give businesses the chance to test marketing initiatives and gain customer feedback before investing in market as a whole. In conclusion, it is apparent that SMM presents a variety of chances for organizations to do market research, whether the goal is to track competitors, test marketing tactics, or comprehend the target audience.
- Customer Interaction
Customer support and evaluations Similar to this, brands may communicate with their current and potential customers through social media channels. Customers can provide feedback and share their ideas on social media sites, but they can also ask for assistance and support. Relationships between businesses and their consumers are frequently fostered by the communication, which is valued. Marketers have a direct line of communication with the people who are buying their goods or services or actively searching for what they have to offer. Customers can provide feedback on a company's blogs, pages, and profiles, expressing their honest opinions and views about the business, its goods, and services. Marketers are given the chance by this communication to not only address these concerns but also to inform the consumers. These suggestions assist businesses in enhancing the consumer experience.
- Cost-effective Marketing Technique
SMM is a promotional strategy that doesn't require a lot of time or expensive advertising budgets. It is a tactic for executing effective and inexpensive business marketing. A minimal investment is sufficient to launch a social media plan if a business has knowledge of where its intended customer base is active on S.M., and the rewards can be astounding. Actually, according to a 2012 survey by Hubspot, 63% of businesses utilising social media claim that, among other advantages, it has enhanced marketing effectiveness. SMM ensures affordability, potency, and measurability.
- Public Relations and Human Resources
Finally, public relations and human resources are two further key areas where firms can profit from having a S.M. strategy. Every day, they use it to spread the news about their clients, interact with clients, and answer to inquiries or issues. Anyone can now make connections with professionals in their field, win them over with their professionalism, and learn things that will immediately benefit their professional careers. S.M. helps the hiring process in a variety of ways. As a result, the new term "Social Recruiting" was created to describe the process by which businesses recruit applicants by using social media platforms as channels for promotion and advertising. Social media has made networking for professionals much simpler. By simply clicking a button, networking today means having instant access to hundreds of useful connections.
3.REVIEW OF LITERATURE
3.1 Sharma, R. (2015), "Effectiveness of Social Media Marketing in India"
This study explores how social media marketing (SMM) is transforming the way businesses interact with customers in India. It focuses on consumer engagement on platforms like Facebook, Twitter, and Instagram. The study finds that social media marketing significantly improves brand awareness, customer relationships, and purchase intent. It also highlights the importance of personalized content and interactive campaigns in ensuring high engagement rates.
Summary: Sharma (2015) demonstrates that effective social media marketing strategies, such as targeted advertising and influencer collaborations, lead to higher customer retention and brand loyalty. The study concludes that businesses in India must adopt data-driven approaches for maximum impact.
3.2 Patel, M. (2016), "Role of Social Media in Digital Marketing Strategies"
This research examines how social media has become an essential component of digital marketing strategies in India. The study focuses on small and medium enterprises (SMEs) and their adoption of digital tools for promotional activities. Findings suggest that SMM enables cost-effective customer acquisition and brand positioning. However, challenges such as negative feedback management and content consistency are also identified.
Summary: Patel (2016) emphasizes that integrating social media into digital marketing strategies enhances business growth and consumer trust. The study suggests that companies should use analytics tools to track campaign performance effectively.
3.3 Verma, S. (2017), "Social Media Marketing and Consumer Buying Behavior in India"
The study investigates how social media influences consumer buying decisions in the Indian retail sector. By analyzing customer interactions and purchase patterns, it reveals that social proof (reviews and ratings) plays a crucial role in shaping buying decisions. The study also highlights the increasing role of visual content in product promotions.
Summary: Verma (2017) concludes that businesses must focus on customer engagement through interactive content and influencer partnerships. Effective storytelling and visual appeal significantly impact consumer decision-making.
3.4 Rao, P. (2018), "Measuring ROI in Social Media Marketing"
This study addresses the challenges of measuring return on investment (ROI) in social media marketing campaigns. By analyzing data from multiple Indian companies, it identifies key performance indicators (KPIs) such as engagement rates, click-through rates (CTR), and conversion rates. The study emphasizes the role of analytics in optimizing marketing spend.
Summary: Rao (2018) finds that businesses need to develop structured methods for tracking social media impact. The study suggests investing in AI-driven analytics tools for precise performance measurement.
3.5 Gupta, N. (2019), "The Power of Influencer Marketing in India"
This study explores the rapid rise of influencer marketing in India and its effectiveness in brand promotions. It analyzes case studies from various industries, revealing that influencer endorsements significantly improve trust and engagement among Indian consumers. The research also points out the growing importance of micro-influencers for niche targeting.
Summary: Gupta (2019) suggests that businesses should carefully select influencers based on audience demographics and engagement levels. A well-planned influencer strategy enhances brand credibility and long-term customer loyalty.
3.6 Singh, A. (2020), "Impact of Social Media Advertising on Brand Awareness"
This research examines how paid social media advertising contributes to brand awareness among Indian consumers. By analyzing Facebook and Instagram ad campaigns, it finds that well-targeted ads significantly increase visibility and customer interest. The study also highlights the impact of video ads in capturing consumer attention.
Summary: Singh (2020) concludes that investing in visually engaging and well-targeted social media ads improves brand recall. Businesses should experiment with different ad formats to optimize engagement.
3.7 Choudhury, R. (2021), "Consumer Trust and Social Media Marketing"
This study investigates the relationship between consumer trust and social media marketing strategies in India. It finds that transparency, prompt customer responses, and authentic content play a crucial role in building trust. The study also explores the risks of misinformation and fake reviews.
Summary: Choudhury (2021) suggests that brands should prioritize transparency and responsiveness to maintain customer trust. Verified reviews and user-generated content significantly enhance credibility.
3.8 Das, P. (2022), "Personalization in Social Media Marketing: A Study on Indian Consumers"
The study examines the effectiveness of personalized marketing on social media. Findings indicate that tailored content, based on consumer preferences, leads to higher engagement and conversion rates. It also highlights the role of AI in predictive consumer behavior analysis.
Summary: Das (2022) concludes that businesses should invest in AI-driven personalization to enhance customer experience. Dynamic content customization improves brand engagement and customer satisfaction.
3.9 Mehta, K. (2023), "Short-Form Video Content and Social Media Marketing Trends"
This research explores the increasing popularity of short-form video content (e.g., Reels, Shorts) in India's digital marketing landscape. It highlights how brands leverage short videos to boost engagement and reach younger audiences. The study also discusses algorithmic trends that influence content visibility.
Summary: Mehta (2023) suggests that brands must adapt to evolving content formats, focusing on creativity and authenticity. Short-form video content has become a dominant force in digital marketing.
3.10 Reddy, V. (2024), "Social Media Marketing and Consumer Purchase Intention: A Study on E-Commerce Brands"
This study investigates how social media marketing strategies influence purchase intent among Indian e-commerce consumers. It finds that interactive ads, influencer recommendations, and real-time customer engagement significantly impact buying behavior.
Summary: Reddy (2024) emphasizes that businesses should focus on integrating interactive and influencer-driven strategies to drive conversions. Live shopping and social commerce are emerging trends reshaping the industry.
4. RESEARCH METHODOLOGY
This study will adopt a descriptive research methodology, as it aims to describe and analyze the impact of social media marketing on consumer behavior with respect to Zomato in Hyderabad. The research will focus on collecting quantitative data to understand consumer engagement, awareness, and perceptions towards Zomato's social media marketing efforts.
4.1 Research Design
The research will use an exploratory research design to examine the various social media marketing strategies employed by Zomato and their influence on consumer behavior. The study will involve a structured questionnaire to gather data from respondents who are active users of Zomato and engage with its social media content.
Sampling Design
- Population: The target population for this study consists of Zomato users in Hyderabad, particularly individuals who actively use the platform and engage with its social media channels (Facebook, Instagram, Twitter, etc.).
- Sampling Method: A convenience sampling method will be used to select the respondents. This method is chosen due to its practicality in accessing participants who are already familiar with Zomato and its social media marketing strategies.
- Sample Size: The sample size for this study will be 100 respondents. This size is sufficient to provide meaningful insights and analyze trends in consumer behavior and engagement with Zomato's social media presence.
- Sample Area: The study will be conducted in the Hyderabad region, as the research is focused on understanding social media marketing's impact on Zomato's user base in this specific urban market.
4.2 Data Collection Methods
The primary data for this study will be collected through structured questionnaires. The questionnaire will include a combination of closed-ended questions to capture quantifiable responses related to consumer engagement, perceptions, and purchasing behavior influenced by social media marketing. The respondents will be selected based on their active usage of Zomato and engagement with the brand's social media platforms. Data will be collected through online surveys and in-person interviews where necessary.
4.3 Tools and Techniques for Data Analysis
The data will be analyzed using simple percentage analysis. This method will help in understanding the distribution of responses and determining the most common patterns of behavior, such as how different social media marketing strategies (influencer promotions, customer reviews, interactive content, etc.) impact consumer decisions. The analysis will be performed using basic statistical tools to compute percentages and draw conclusions regarding the effectiveness of Zomato's social media marketing efforts.
5. RESULT & DISSCUSSION
Demographical Information
Table: 5.1: AGE
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph:5.1 : Graphical representation Age
Interpretation
The age distribution of respondents indicates that a significant portion (40%) belongs to the 18-25 age group, highlighting the dominance of young adults in Zomato's customer base. The 26-35 age group follows with 30%, suggesting that middle-aged professionals also engage actively with the platform. Respondents aged 36-45 constitute 15%, while only 10% are below 18, reflecting lower engagement among teenagers. The lowest representation (5%) is from the above 45 category, implying that Zomato's social media marketing appeals primarily to younger demographics.
Table: 5.2: Gender
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph:5. 2 : Graphical representation Gender
Interpretation
The gender distribution of respondents shows that males constitute a larger share (60%) compared to females (40%), indicating a slightly higher engagement of male users with Zomato's services and social media marketing campaigns. This suggests that men might be more inclined toward online food ordering or are more responsive to Zomato's promotional strategies. However, the significant representation of female users highlights a well-balanced customer base, reinforcing the need for gender-inclusive marketing approaches. The data suggests that Zomato should continue tailoring its content to appeal to both demographics effectively.
Table: 5. 3 : Occupation
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.3: Occupation
Interpretation
The occupation distribution of respondents reveals that a significant portion (40%) consists of employed individuals, indicating that working professionals form a major segment of Zomato's customer base. Students make up 35% of the respondents, reflecting their active engagement with the platform, likely driven by convenience and affordability. Self-employed individuals account for 15%, showing moderate participation, while unemployed respondents represent the smallest share (10%), suggesting lesser reliance on food delivery services. These insights emphasize the importance of targeted marketing strategies that cater to working professionals and students, who form the core audience for Zomato's social media campaigns.
Table:5. 4: Frequency of Zomato usage
Illustrations are not included in the reading sample
Graph: 5.4: Frequency of Zomato usage
Illustrations are not included in the reading sample
Intepretation
The survey results indicate that a majority of respondents (40%) use Zomato on a weekly basis, suggesting regular engagement with the platform for food delivery. Daily users account for 25%, highlighting a segment that heavily relies on Zomato for their meals. Monthly users constitute 20%, showing moderate interaction, while 15% of respondents rarely use the service, implying lower dependence or preference for alternative options. These insights suggest that Zomato's social media marketing should focus on converting occasional users into frequent customers through targeted promotions and engagement strategies.
Objective 1: To study the impact of social media marketing on consumer awareness of Zomato's services.
Table 5.5: How often do you come across Zomato advertisements or promotions on social media?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph 5.5 : Social media marketing
Interpretation
The data reveals that half of the respondents (50%) come across Zomato advertisements on social media very often, indicating a strong digital presence. Another 35% encounter them occasionally, showing that Zomato effectively reaches a broad audience. Only 10% rarely notice such promotions, and 5% never see them, suggesting room for improved targeting. These results highlight the effectiveness of Zomato's digital marketing strategies in maintaining consumer visibility and brand recall through frequent social media engagement.
Table 5.6: Have social media campaigns helped you become more aware of Zomato's services and offerings?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.6 Social media campaigns
Interpretation
The findings suggest that social media marketing significantly enhances consumer awareness of Zomato's services, as 45% of respondents strongly agree and 35% agree with this statement. Only 10% remain neutral, while a minimal percentage (7% disagree, 3% strongly disagree) feel otherwise. This indicates that Zomato's digital campaigns effectively communicate its offerings and influence consumer perception. The strong positive response underscores the importance of maintaining and optimizing social media efforts to strengthen brand awareness further.
Table: 5.7 To what extent do you find Zomato's social media presence informative?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.7: Zomato's social media
Interpretation
The data shows that 40% of respondents find Zomato's social media presence very informative, while 35% consider it somewhat informative. This suggests that a majority of users perceive Zomato's online content as engaging and valuable. However, 15% remain neutral, and 10% do not find it informative, indicating scope for improving content relevance and clarity. These insights suggest that Zomato should continue refining its social media strategy to enhance informational value for a broader audience.
Table 5.8: How likely are you to follow Zomato's social media pages based on the advertisements or posts you see?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.8: Zomato's social media based on the advertisements
Interpretation
The survey reveals that nearly half (45%) of the respondents are very likely to follow Zomato's social media pages, while 30% are likely to do so, reflecting strong engagement potential. However, 15% remain neutral, and 10% are unlikely to follow, indicating that while Zomato's social media presence is compelling, further personalization and targeted engagement strategies may help attract a broader audience. This suggests that interactive content and exclusive offers could enhance followership.
Objective 2: To analyse the influence of social media campaigns on consumer purchasing decisions and brand loyalty.
Table:5.9: Have you ever made a purchase decision based on a social media advertisement or post from Zomato?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.9: purchase decision based
Interpretation
The data indicates that 40% of respondents occasionally make purchases based on Zomato's social media advertisements, while 35% do so frequently, highlighting the effectiveness of digital campaigns in driving consumer action. However, 25% have never made a purchase due to social media influence, suggesting that some users remain indifferent to promotional content. These findings underscore the importance of targeted advertising and promotional offers to convert hesitant consumers into active users.
Table:5.10: 2 Do you think social media campaigns by Zomato influence your loyalty to the brand?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.10: Social media campaigns
Interpretation
The results suggest that social media campaigns positively influence brand loyalty, as 40% of respondents strongly agree and 30% agree with this statement. However, 15% remain neutral, while a combined 15% disagree or strongly disagree, indicating some users do not perceive social media as a factor in loyalty. These insights suggest that Zomato's campaigns successfully build brand connection, but further personalization and loyalty incentives could enhance retention.
Table: 5.11: After seeing a social media campaign, how likely are you to try a new restaurant or offer on Zomato?
Illustrations are not included in the reading sample
Graph: 5.11: Offer on Zomato
Illustrations are not included in the reading sample
Interpretation
The data indicates that 38% of respondents are very likely and 35% are likely to try a new restaurant or offer after encountering a Zomato social media campaign, demonstrating the effectiveness of these promotions. However, 17% remain neutral, while 10% are unlikely to do so, suggesting that some consumers may require additional incentives such as discounts or user-generated reviews to influence their decisions. These findings highlight the need for engaging and persuasive marketing content.
Table 5.12: Do you believe social media campaigns have improved your overall experience with Zomato?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.12: Overall experience with Zomato?
Interpretation
The majority (60%) of respondents believe that Zomato's social media campaigns have improved their overall experience, reinforcing the effectiveness of digital engagement in enhancing user satisfaction. However, 20% feel that social media has not contributed to their experience, while another 20% remain unsure, indicating room for improvement. These insights suggest that Zomato should focus on interactive and personalized marketing efforts to further enhance consumer perception and engagement.
Objective 3: To study the role of influencer marketing and customer reviews in shaping consumer perceptions of Zomato.
Table: 5.13: Have you ever trusted a Zomato review or recommendation from an influencer you follow?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph:5. 13 Zomato review
Interpretation
The data shows that 45% of respondents occasionally trust influencer recommendations when using Zomato, while 30% frequently rely on them, highlighting the impact of influencer marketing. However, 25% of users never trust such recommendations, indicating skepticism among a segment of consumers. These insights suggest that while influencers play a significant role in shaping consumer trust, Zomato should focus on credibility, transparency, and authenticity in its influencer collaborations to enhance consumer confidence.
Table: 5.14: How often do you consider customer reviews and influencer opinions on social media before making a purchase on Zomato?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.14: Purchase on Zomato
Interpretation
The survey results indicate that 40% of respondents always consider customer reviews and influencer opinions before making a purchase on Zomato, while 35% do so sometimes. This suggests that a majority of users rely on peer and influencer insights for decision-making. However, 15% rarely and 10% never consider such reviews, highlighting the need for Zomato to emphasize review authenticity and visibility to enhance consumer trust. Strengthening the credibility of both influencer partnerships and user-generated reviews can further drive engagement and conversions.
Table: 5.15: Do you think influencer marketing plays a major role in shaping your perception of Zomato?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.15 perception of Zomato
Interpretation
The findings suggest that influencer marketing significantly shapes consumer perception of Zomato, with 35% of respondents strongly agreeing and 30% agreeing. However, 20% remain neutral, and a smaller segment (15%) disagrees, indicating that while influencer marketing is effective, its impact varies among users. To further strengthen consumer perception, Zomato should collaborate with credible influencers and emphasize authentic storytelling in its marketing campaigns.
Table: 5.16: How important are online reviews in your decision-making process when choosing restaurants on Zomato?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.16: decision-making process
Interpretation
The survey data highlights that online reviews play a crucial role in consumer decision-making on Zomato, with 50% of respondents finding them very important and 30% considering them somewhat important. Only 15% remain neutral, and 5% find reviews unimportant, showing that most users heavily rely on customer feedback. This reinforces the need for Zomato to maintain a strong review system, encourage user-generated content, and ensure transparency to build trust and influence purchasing decisions effectively.
Objective 4: To analyze the effectiveness of interactive content (such as polls, contests, and engagement posts) in enhancing customer engagement.
Table: 5.17: Have you ever participated in a poll, contest, or engagement post on Zomato's social media?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.17: Engagement post on Zomato's social media
Interpretation
The data reveals that 50% of respondents occasionally participate in Zomato's social media engagement activities, while 25% frequently take part, indicating a fair level of interaction. However, 25% have never engaged in such activities, suggesting that a segment of users remains indifferent to these initiatives. This highlights an opportunity for Zomato to create more compelling and rewarding engagement content to encourage broader participation and enhance customer interaction.
Table: 5.18: Do you feel more connected with Zomato after engaging with their interactive posts on social media?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
raph:5.18: Interactive posts on social media
Interpretation
The survey shows that 40% of respondents feel a definite connection with Zomato after engaging with interactive content, while 35% experience some level of connection. However, 25% do not feel connected, indicating that interactive posts, while effective for most users, may not engage all customers equally. These findings suggest that Zomato should diversify its interactive content strategies, ensuring relevance and personalized engagement to appeal to a wider audience.
Table: 5.19: How likely are you to engage with Zomato's social media posts (e.g., liking, commenting, sharing) if they include polls or contests?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.19: Zomato's social media posts
Interpretation
The data indicates that 38% of respondents are very likely to engage with Zomato's social media posts when they include interactive elements, and 32% are likely to do so. However, 20% remain neutral, and 10% are unlikely to engage, showing that while interactive content boosts engagement, some users still require stronger incentives. This highlights the need for Zomato to integrate more gamification, exclusive rewards, and user-generated content to further enhance participation.
Table: 5.20: Do you think interactive content has made your experience with Zomato more enjoyable or engaging?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.20: Zomato more enjoyable or engaging
Interpretation
The survey findings indicate that 55% of respondents believe interactive content has improved their experience with Zomato, demonstrating the effectiveness of engagement-driven marketing. However, 20% feel no impact, and 25% are unsure, suggesting that while interactivity enhances user experience for a majority, some users may not perceive added value. To address this, Zomato should focus on personalized and incentive-based interactive content to make social media engagement more rewarding and impactful.
Objective 5: To study the correlation between social media engagement and customer satisfaction with Zomato's services.
Table: 5.21: How satisfied are you with Zomato's services overall, based on your social media engagement?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.21: Based on your social media engagement?
Interpretation
The findings indicate that 40% of respondents are satisfied with Zomato's services based on their social media engagement, while 35% are very satisfied. A smaller proportion, 15%, remains neutral, while 10% express dissatisfaction. This suggests that Zomato's social media strategies contribute positively to user satisfaction, but there is room for improvement in addressing concerns of dissatisfied users. Strengthening customer service responsiveness and engagement through social media can further enhance satisfaction levels.
Table:5.22: Do you believe social media interactions with Zomato have contributed to a better customer service experience?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.22: Graphical representation
Interpretation
The data reveals that 40% of respondents believe social media interactions have significantly improved their customer service experience, and 35% acknowledge a moderate impact. However, 25% do not see any improvement, highlighting a need for Zomato to enhance its responsiveness and resolution strategies on social media. Timely replies, issue resolution, and proactive engagement can further strengthen the role of social media in delivering superior customer service.
Table: 5.23: How likely are you to recommend Zomato to others based on your experience with their social media presence?
Illustrations are not included in the reading sample
Illustrations are not included in the reading sample
Graph: 5.23: based on your experience with their social media presence
Interpretation
The results show that 42% of respondents are very likely to recommend Zomato based on their social media experience, and 33% are likely to do so. However, 15% remain neutral, and 10% are unlikely to recommend the platform. This indicates that social media engagement positively influences brand advocacy, but Zomato should continue enhancing its interactive content and customer support to strengthen loyalty and referrals.
6. CONCLUSION
The study highlights the significant impact of social media marketing on consumer behaviour, awareness, and engagement with Zomato's services. Social media campaigns have successfully enhanced brand visibility, influenced purchasing decisions, and fostered customer loyalty. Influencer marketing and customer reviews play a crucial role in shaping consumer perceptions, demonstrating the importance of digital word-of-mouth. Interactive content, such as polls and contests, has proven effective in increasing engagement and strengthening customer connections. Additionally, social media interactions have contributed to a better customer service experience for many users, positively impacting overall satisfaction. However, some respondents remain neutral or dissatisfied, indicating the need for further improvements in personalized engagement and service responsiveness. While social media marketing has largely been beneficial, optimizing content strategies and addressing negative experiences can further strengthen Zomato's position in the competitive food delivery market.
REFERNECES
Sharma, R. (2015), "Effectiveness of Social Media Marketing in India"
Patel, M. (2016), "Role of Social Media in Digital Marketing Strategies"
Verma, S. (2017), "Social Media Marketing and Consumer Buying Behavior in India"
Rao, P. (2018), "Measuring ROI in Social Media Marketing"
Singh, A. (2020), "Impact of Social Media Advertising on Brand Awareness" Choudhury, R. (2021), "Consumer Trust and Social Media Marketing"
Das, P. (2022), "Personalization in Social Media Marketing: A Study on Indian Consumers"
Mehta, K. (2023), "Short-Form Video Content and Social Media Marketing Trends"
Reddy, V. (2024), "Social Media Marketing and Consumer Purchase Intention: A Study on E-Commerce Brands"
ANNEXURE QUESTIONNAIRE
Demographical Information
1. Age:
a) Below 18
b) 18-25
c) 26-35
d) 36-45
e) Above 45
2. Gender:
a) Male
b) Female
c) Other
3. Occupation:
a) Student
b) Employed
c) Self-employed
d) Unemployed
4. Frequency of Zomato usage:
a) Daily
b) Weekly
c) Monthly
d) Rarely
Objective 1: To study the impact of social media marketing on consumer awareness of Zomato's services.
1. How often do you come across Zomato advertisements or promotions on social media?
a) Very often
b) Occasionally
c) Rarely
d) Never
2. Have social media campaigns helped you become more aware of Zomato's services and offerings?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
3. To what extent do you find Zomato's social media presence informative?
a) Very informative
b) Somewhat informative
c) Neutral
d) Not informative
4. How likely are you to follow Zomato's social media pages based on the advertisements or posts you see?
a) Very likely
b) Likely
c) Neutral
d) Unlikely
Objective 2: To analyze the influence of social media campaigns on consumer purchasing decisions and brand loyalty.
1. Have you ever made a purchase decision based on a social media advertisement or post from Zomato?
a) Yes, frequently
b) Yes, occasionally
c) No, never
2. Do you think social media campaigns by Zomato influence your loyalty to the brand?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
3. After seeing a social media campaign, how likely are you to try a new restaurant or offer on Zomato?
a) Very likely
b) Likely
c) Neutral
d) Unlikely
4. Do you believe social media campaigns have improved your overall experience with Zomato?
a) Yes
b) No
c) Not sure
Objective 3: To study the role of influencer marketing and customer reviews in shaping consumer perceptions of Zomato.
1. Have you ever trusted a Zomato review or recommendation from an influencer you follow?
a) Yes, frequently
b) Yes, occasionally
c) No, never
2. How often do you consider customer reviews and influencer opinions on social media before making a purchase on Zomato?
a) Always
b) Sometimes
c) Rarely
d) Never
3. Do you think influencer marketing plays a major role in shaping your perception of Zomato?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
4. How important are online reviews in your decision-making process when choosing restaurants on Zomato?
a) Very important
b) Somewhat important
c) Neutral
d) Not important
Objective 4: To analyze the effectiveness of interactive content (such as polls, contests, and engagement posts) in enhancing customer engagement.
1. Have you ever participated in a poll, contest, or engagement post on Zomato's social media?
a) Yes, frequently
b) Yes, occasionally
c) No, never
2. Do you feel more connected with Zomato after engaging with their interactive posts on social media?
a) Yes, definitely
b) Yes, somewhat
c) No, not at all
3. How likely are you to engage with Zomato's social media posts (e.g., liking, commenting, sharing) if they include polls or contests?
a) Very likely
b) Likely
c) Neutral
d) Unlikely
4. Do you think interactive content has made your experience with Zomato more enjoyable or engaging?
a) Yes
b) No
c) Not sure
Objective 5: To study the correlation between social media engagement and customer satisfaction with Zomato's services.
1. How satisfied are you with Zomato's services overall, based on your social media engagement?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
2. Do you believe social media interactions with Zomato have contributed to a better customer service experience?
a) Yes, significantly
b) Yes, somewhat
c) No, not at all
3. How likely are you to recommend Zomato to others based on your experience with their social media presence?
a) Very likely
b) Likely
c) Neutral
d) Unlikely
4. Has social media engagement with Zomato impacted your satisfaction with their food delivery services?
a) Yes, positively
b) No, no impact
c) Yes, negatively
[...]
Buy now
- Quote paper
- A. M. Joseph Kumar et. al (Author), 2025, The Impact of Social Media Marketing on Consumer Behavior. A Case Study on Zomato, Munich, GRIN Verlag, https://www.grin.com/document/1618797
