EMOTIONAL BRANDING THROUGH SOCIAL MEDIA: HOW QSR BRANDS CONNECT WITH CUSTOMER

Abstract

The rapid expansion of these companies has increased competition in the Indian fast-food market. A major opportunity for supermarket businesses to grow is the changing lifestyle of clients, which is shown in the growing need for quick-service meals.  Client retention and devotion, however, are also major issues in this dynamic environment.  Social media has become a crucial tool for marketing in response to these issues, as it may boost customer interaction and hasten business expansion.  It is widely acknowledged that social media promotion is an effective and cost-effective way to boost brand effects, loyalty, and exposure through ongoing consumer interactions.A validated Likert scale survey was used to gather data from 200 participants as part of the qualitative approach used in this research.  The gathered data was examined, and the literature was thoroughly studied.  Employing a range of statistical methods, including as ANOVA, description analysis, association coefficients, assessment of variance, and durability testing, to guarantee accurate findings that represent the goals of the study. The findings show a robust and favorable connection between reputation and social media advertising. The results demonstrate how important internet branding is to establishing and maintaining customer trust in the fast-food industry in India.   Channels like Instagram, Facebook, and YouTube are now essential for influencing customer perceptions, expanding brand awareness, and cultivating relationships with clients that last due to the growing use of digital technology.   Social media continues to play a vital role in customer engagement and revenue growth in the Indian convenience store industry, despite the emergence of trends like influencer partnerships, AI-powered tailored advertising, and participatory advertising. Statistical procedures such as analysis of variance, ANOVA, qualitative evaluation, correlated variables, and accuracy testing are employed to produce dependable results that align with the study's goals. The findings show a high and favorable correlation between brand recognition and online marketing.   The results demonstrate how important social media advertising is to creating and maintaining customer loyalty in the fast food restaurant sector of India.   Networks like Instagram, Facebook, and YouTube are becoming ever more vital for altering customer views, boosting company visibility, and calming enduring client associations as a result of the growing usage of digital technology.   Social media is essential for customer engagement and brand accomplishment in the Indian fast-food industry, especially in light of novel growths like celebrity partnerships, AI-powered personalized publicity, and interactive initiatives.