A Study on the Contribution of Social Media and Digital Marketing to the Development of Chennai’s Culinary Industry

Dr R. BHAGYALAKSHMI, Associate Professor,  PG & Research Department of Commerce,

Government Arts College, Nandanam, Chennai-600 035, India.

Corresponding author -blakshmir78@gmail.com

Ms. DEEPIKA. B,  Research Scholar, PG & Research Department of Commerce,

Government Arts College, Nandanam, Chennai-600 035, IndiaTop of Form

Abstract

The rapid growth of digital technologies has significantly transformed the marketing practices of businesses across industries, particularly in the culinary sector. Social media and digital marketing have emerged as essential tools for enhancing customer engagement, increasing brand visibility, and driving business growth. This study aims to examine the role of social media in promoting culinary businesses, analyse the impact of digital marketing strategies on customer attraction and business growth, identify the social media and digital marketing tools most commonly used by culinary businesses, and evaluate their contribution to the overall development and competitiveness of Chennai's culinary industry.

The study adopted a descriptive research design and collected primary data from 140 respondents associated with culinary businesses and consumers in Chennai using a structured questionnaire. Convenience sampling was employed for data collection. The collected data were analysed using Analysis of Variance (ANOVA), Pearson's Correlation Analysis, Multiple Regression Analysis, and Multivariate Analysis of Variance (MANOVA) to achieve the research objectives.

The findings revealed that respondents' perceptions of the role of social media in promoting culinary businesses differ significantly across age groups. Correlation analysis indicated strong positive relationships between digital marketing strategies, customer attraction, and business growth. Multiple regression analysis identified social media marketing as the most influential digital marketing tool, followed by online food delivery platforms, search engine optimisation (SEO), influencer marketing, and email/SMS marketing, all of which significantly contribute to marketing performance. The MANOVA results further demonstrated that businesses with higher levels of digital marketing adoption achieved significantly better outcomes in customer acquisition, brand visibility, sales growth, customer retention, and overall competitiveness than businesses with lower adoption levels.

The study concludes that social media and digital marketing have become strategic drivers of growth and competitiveness in Chennai's culinary industry. The effective integration of digital marketing tools enables culinary businesses to strengthen customer relationships, expand market reach, improve brand recognition, enhance operational performance, and sustain long-term competitive advantage. The findings provide valuable insights for restaurant owners, entrepreneurs, marketers, and policymakers in developing effective digital marketing strategies that support the continued growth and sustainability of Chennai's culinary sector.

Keywords: Social Media, Digital Marketing, Culinary Industry, Customer Attraction, Business Growth, Brand Visibility, Social Media Marketing, Search Engine Optimisation (SEO), Online Food Delivery Platforms, Chennai.