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@article{196108,
        author = {Dr. Kavitha Rapolu},
        title = {A Study on The Emerging Trends on Instagramable Cafes and The Impact on Consumer Behaviour: An Overview},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {no},
        pages = {38-46},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196108},
        abstract = {The concept of cafes as spaces for dining, relaxation, and social interaction has evolved significantly over the past decade. In Hyderabad, there were very few cafes, so most young people relied on bakeries, chai shops, and hookah parlors for casual hangouts. However, with the rapid growth of social media platforms, particularly Instagram, cafes have transformed into visually appealing social spaces designed to attract customers through aesthetic interiors and photogenic environments. With its themed interiors, exquisite lattes, and fusion foods, Hyderabad's cafe culture was not always as vibrant as it is now. In recent trends, an Instagrammable Cafes have become the most prominent places to visit for their Instagrammable spots, make pics of unique backdrop with their poses into a special work of art and share their experiences and upload their photos in the social media networks thereby influencing consumer engagement and brand visibility. The present study aims to examine the emerging trends of Instagrammable cafe and their impact on consumer behaviour in the twin cities of Hyderabad and Secunderabad. The research is based on both primary and secondary data. Primary data were collected using a structured questionnaire administered to respondents in the study area, while secondary data were obtained from published and unpublished sources.},
        keywords = {Instagrammable cafe, Consumer behaviour, Primary data, Secondary data, Culture, social media networks.},
        month = {March},
        }