2024, Vol. 6, Issue 2, Part B

author(s)
Pranita Sah, Gaurav Bathla and Varinder Singh Rana

abstract
Transforming the fast-food industry due to effective uses of social media, reorienting consumer behavior, and purchasing patterns, a comprehensive review paper discusses here how social media strategies change consumer fast-food purchasing behaviors. First, the term for 'fast food' characterized by convenience, value for money, and standardized services-diffused into a global powerhouse industry catering to the accelerated pace of urban lifestyles worldwide. Over time, the so-called traditional advertising evolved into strong social media marketing with direct engagement and brand loyalty on sites including Instagram, Facebook, Twitter, and TikTok. This paper will explore how brands integrate interactive campaigns, influencer marketing, and user-generated content to create compelling narratives to resonate with consumers. It then continues to the analysis of how these strategies influence consumer perception and drive impulse buying through the visual appeal of content, real-time interaction, and targeted promotions. Furthermore, consumer behavior in the fast-food sector reflects intrinsic factors like convenience and affordability, as well as extrinsic influences such as social media trends, peer recommendations, and marketing campaigns. Demographic factors also seem to be of significant influence as younger consumers, namely Millennials and Gen Z, interact more with social media content that communicates convenience, value, and health-friendly offerings. In conclusion, social media marketing does much more than boost short-term sales, for it develops long-run consumer loyalty through the community of brand promoters and guides contemporary consumption behaviors.