This work is licensed under a Creative Commons Attribution 4.0 International License
Abstract
The study examines the influence of social media promotions and online reviews on consumers' purchasing decisions in the restaurant industry of Bangladesh, with brand trust acting as a mediator. A quantitative research approach was adopted. Primary data were collected through a structured online survey using Google Forms, targeting university students and active social media users who frequently order from or visit restaurants. A total of 205 valid responses were analyzed using SmartPLS 4.0 for Structural Equation Modeling (SEM). Non-Probability (purposive) sampling technique was employed to ensure representativeness. The findings reveal that both social media promotions and online reviews have a significant positive influence on restaurant purchase decisions. Brand trust plays a strong mediating role, indicating that positive reviews and attractive promotions build consumer confidence, which in turn drives actual purchasing behavior. Online reviews were found to exert a comparatively stronger effect on brand trust than promotional offers alone. The study offers actionable recommendations for restaurant marketers in Bangladesh, including effective review management, strategic social media promotions, and trust-building initiatives to enhance customer loyalty and sales performance. Despite this, these features remain important for fostering engagement and building a foundation for trust, as interactive and informative content can enhance the consumer-brand relationship over time. In summary, the findings emphasize the pivotal role of Brand Trust and strategic social media promotions in influencing Purchase Decisions. These results offer actionable insights for marketers in the restaurant industry to optimize their social media strategies by prioritizing trust-building and relevance.
Keywords: Brand Trust, Catering Services, Digital Marketing, eWOM, Online Reviews
Author Biographies
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