SOCIAL MEDIA STRATEGIES AND CONSUMER ENGAGEMENT IN FOOD DELIVERY APPS: AN EMPIRICAL STUDY OF CONSUMERS IN THE MUMBAI METROPOLITAN REGION

Abstract

The rapid growth of social media and digital technologies has transformed the marketing strategies adopted by food delivery applications in India. Platforms such as Zomato, Swiggy, and other food delivery services extensively use social media strategies including influencer marketing, meme marketing, short-form videos, user-generated content, festive campaigns, and promotional offers to enhance consumer engagement and strengthen brand loyalty. The present study examines the impact of social media strategies on consumer engagement with food delivery apps in India, with special reference to the Mumbai Metropolitan Region (MMR).

The study concludes that social media strategies play a significant role in shaping consumer engagement with food delivery apps. Businesses should therefore focus on creating innovative, culturally relevant, and interactive content to improve customer engagement and long-term brand loyalty. The findings of this study provide valuable insights for marketers, food delivery companies, researchers, and policymakers seeking to understand the evolving dynamics of digital consumer behaviour in India.