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@article{174129,
        author = {Vishit Gudhka and Bhavesh Hadiya and Dr Mohit Parekh},
        title = {The role of social media marketing in shaping consumer buying behavior: A study on fast food chain in vadodara},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {2809-2816},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174129},
        abstract = {Social media has significantly changed the way people interact with brands, especially in the fast food industry. This study explores how digital marketing strategies—such as promotions, brand awareness, and online engagement—shape consumer preferences and purchasing decisions in Vadodara. A descriptive research approach is used, gathering insights through surveys and interviews with fast food consumers and marketing professionals, along with supporting data from existing studies. The findings reveal how social media influences consumer trust, decision-making, and brand perception. This research aims to help fast food brands refine their digital marketing efforts to better connect with their target audience.},
        keywords = {Social media marketing, consumer behavior, fast food industry, brand awareness, digital marketing, consumer engagement, online promotions, purchasing decisions, Vadodara, social},
        month = {March},
        }