An Empirical Study on the Role of Social Media in Marketing Street Food Vendors

Street food plays a significant role in fulfilling the daily food requirements of people, especially in urban and semi-urban areas, by offering affordable and culturally rich food options.In recent years, the rapid growth of social media has transformed the way street food vendors promote their products and connect with consumers.This study aims to examine the role of social media in marketing street food, with specific focus on consumer engagement, visual content, and influencer marketing.The study is empirical in nature and is based on primary data collected from 100 respondents through a structured questionnaire.Percentage analysis was used to understand demographic characteristics and consumer preferences, while Chi-square and one-way ANOVA tests were applied to examine relationships between variables such as age, platform influence, and trust in influencer reviews.The findings reveal that social media platforms, particularly visual-based platforms, play a crucial role in influencing consumers to try new street food items.Young consumers, especially those in the 18-25 age group, are the most active and influenced segment.The Chi-square analysis indicates a significant association between age and the influence of social media platforms on purchase decisions, while the ANOVA results show no significant difference among age groups regarding trust in influencer reviews.The study also highlights that reels, short videos, and customer reviews positively shape perceptions of taste, hygiene, and quality.The study concludes that social media has become an effective and economical marketing tool for street food vendors by enhancing visibility, customer engagement, and business growth.The findings provide valuable insights for street food vendors to improve their marketing strategies using social media platforms.