The role of Digital marketing in the growth of Food Businesses: A case study of Nepal
Ghimire, Rekha (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202601051053
https://urn.fi/URN:NBN:fi:amk-202601051053
Tiivistelmä
This thesis investigates the influence of digital marketing strategies on customer engagement within Nepal’s urban food service sector, using Hideaway Restro Bar in Kathmandu as a single-case study. The rapid expansion of internet access, social media usage, and food delivery platforms have created new opportunities for restaurants to connect with customers; however, empirical evidence remains limited regarding which digital strategies foster meaningful engagement rather than mere online visibility. Drawing on the Technology Acceptance Model and customer engagement theory, the study focuses on key digital touchpoints, including social media marketing, influencer collaborations, user-generated content, and platform-based promotions.
The study adopts a quantitative research approach using a structured survey administered to customers of the case organisation. The survey measures perceived usefulness and perceived ease of use of digital channels alongside the cognitive, emotional, and behavioural dimensions of customer engagement. Statistical analyses were employed to examine the relationships between specific digital marketing tactics and engagement outcomes such as participation, loyalty, and advocacy, while also accounting for contextual factors including platform regulation and small and medium-sized enterprise resource constraints.
The findings indicate that digital marketing strategies perceived as useful and easy to use are positively associated with higher levels of customer engagement. Visual and interactive content on social media platforms emerges as particularly effective in stimulating cognitive and emotional engagement, while behavioural engagement is more strongly influenced by perceived practicality and convenience. Overall, the study provides practical guidance for Nepalese food businesses seeking to prioritise high-impact digital initiatives and contributes to academic understanding of digital customer engagement in emerging market contexts.
The study adopts a quantitative research approach using a structured survey administered to customers of the case organisation. The survey measures perceived usefulness and perceived ease of use of digital channels alongside the cognitive, emotional, and behavioural dimensions of customer engagement. Statistical analyses were employed to examine the relationships between specific digital marketing tactics and engagement outcomes such as participation, loyalty, and advocacy, while also accounting for contextual factors including platform regulation and small and medium-sized enterprise resource constraints.
The findings indicate that digital marketing strategies perceived as useful and easy to use are positively associated with higher levels of customer engagement. Visual and interactive content on social media platforms emerges as particularly effective in stimulating cognitive and emotional engagement, while behavioural engagement is more strongly influenced by perceived practicality and convenience. Overall, the study provides practical guidance for Nepalese food businesses seeking to prioritise high-impact digital initiatives and contributes to academic understanding of digital customer engagement in emerging market contexts.