Impact of Social Media on Customer Buying Behaviour Toward KFC, Coimbatore City

The use of social media has grown very fast and it has changed the way people look for information and make buying choices. This is especially true for fast food. This study looks at how social media influences customers to buy from KFC in Coimbatore City. People use Face book Instagram, YouTube, and Twitter a lot to tell about KFC, new deals, and to show what influencers say. The main goal of this study is to look at how these social media acts make customers aware, change their opinions, and help them decide to buy. We used primary data from KFC customers in Coimbatore by giving them a list of questions, and secondary data from books, websites, and papers.Things like online ads, reviews from customers, how people see the brand, special deals, and how friends influence each other all matter in how people decide to buy. The study finds that social media helps attract customers, makes them aware of the brand, and makes them want to try and buy again. It also shows that young people are more likely to be affected by social media than older people.