THE IMPACT OF THE SOCIAL MEDIA MARKETING STRATEGIES IN THE RESTAURANTS OF THE UK POST PURCHASE BEHAVIOUR OF THE GENERATION Y CUSTOMERS

Abstract

The purpose of following study was to determine impact of the social media marketing strategies in the restaurants of the UK considering the post purchase behaviour of the Generation Y who were born between 1984 and 2002 (Cohen et al., 2014). For this purpose, the primary data collection method is used in this research, where survey questionnaire was distributed to 150 participants to understand their post-purchase behaviour after social media marketing practices in UK restaurants, customer interaction and hedonic value. In addition, for statistical analysis, factor analysis, correlation and regression analysis have been conducted, where the hedonic value variable was merged with other two variables; customer interaction and word-of-mouth marketing. The primary findings indicate that there is a significant association between customer interaction and word of mouth and there is a significant relationship between customer interaction and customer satisfaction. This suggests that customer interaction and word of mouth has positive and significant relationship with the post-purchase behaviour of the Generation Y. Hence, based on the findings, practical implications and recommendations have also been provided.