The Role of Social Media in the Purchasing Decisions of Fast-food Consumers, Cajamarca, 2024

Introduction

Throughout history, human beings have consistently demonstrated a natural tendency to interact with others by expressing thoughts, emotions, and ideas while seeking and sharing knowledge and information. Social media platforms are digital environments in which users create, share, and disseminate personal and professional information with both acquaintances and strangers. Owing to the exponential growth in smartphone usage and the widespread expansion of Information and Communication Technologies (ICT), social media have become one of the preferred channels for communication and information exchange. They have also established themselves as primary platforms for brand discovery and exploration, explaining why marketing professionals increasingly rely on these platforms not only to enhance brand visibility but also to obtain valuable insights into consumer behavior and support strategic decision-making throughout the development of marketing campaigns.

Consequently, it is understandable that the technological revolution driven by advances in communication technologies has profoundly influenced human behavior across different dimensions of social life. Network intelligence has gradually redefined relationship marketing and customer experience, while modern marketing methodologies increasingly operate within complex technological environments. For organizations, this transformation provides guidance on how to adapt marketing strategies to a hyperconnected, automated, and highly personalized environment. Such changes are based on the premise that technological developments have significantly modified the way individuals communicate, thereby influencing their social interactions and everyday lives.

As a result, consumers have shown a greater propensity to purchase products and services through online channels, frequently using social media platforms during the purchasing process. Likewise, they tend to conduct extensive research on products and services before making a purchase decision and place considerable importance on the opinions and experiences shared by other consumers. Consumer purchase decisions are influenced by both marketing-related and non-marketing-related factors. Internal factors include beliefs, attitudes, perceptions, lifestyles, roles, and social status, whereas external factors comprise cultural influences, reference groups, and individuals’ positions within society.

In recent years, external factors have become increasingly relevant in explaining consumer purchase decisions. Reference groups have emerged as powerful influencers in decision-making processes, while digital recommendations and online reviews have become determining factors in the selection of food establishments, particularly within the fast-food sector. Today’s consumers seek not only accessibility and speed but also confidence derived from the experiences of other customers. Consequently, ratings available on platforms such as Google Reviews, TripAdvisor, and social media function as mechanisms of social validation that directly influence perceptions of quality, safety, food options, and overall customer experience. This behavior reflects an increasingly demanding, connected, and well-informed consumer profile. For fast-food brands, understanding these dynamics is essential for strengthening digital positioning through social media strategies, attracting new customers, and enhancing customer loyalty. Furthermore, companies operating in the food industry recognize that recommendations and electronic word-of-mouth constitute strategic marketing assets that ultimately contribute to organizational profitability.

Online reviews have become fundamental references in consumers’ selection of dining establishments, with nearly 60% of fast-food customers considering online reviews before making a purchase decision. Digital opinions exert a growing influence on consumer behavior, making marketing strategies aligned with current digital trends essential for establishing and maintaining a strong competitive position in the digital marketplace. Consequently, fast-food companies increasingly perceive investments in social media as investments in credibility, customer trust, and sustainable conversion rates.

An analysis conducted by Guerrón et al. in Ecuador examined the relationship between experiential marketing and consumers’ purchase decisions within the restaurant industry. The findings revealed a strong and statistically significant positive correlation between both variables (Spearman’s Rho = 0.854). Customers highly valued factors such as a welcoming environment, personalized service, memorable experiences, and activities that generated lasting impressions. Furthermore, recommendations and marketing strategies were identified as key determinants in restaurant selection.

According to Ozioma D., social media marketing strategies significantly influence consumer purchasing decisions among young adults in Nigeria, a population characterized by intensive use of platforms such as Facebook, Instagram, and X (formerly Twitter). The study found that the most influential dimensions were visual advertising and interactive content. Through the analysis of conversion metrics and campaign performance indicators, the research demonstrated that influencer credibility and social validation, reflected through engagement and user feedback, play a decisive role in shaping purchasing behavior. The study reported a Spearman’s Rho coefficient of 0.672, indicating a statistically significant relationship between social media marketing and consumer purchase decisions. Consequently, the implementation of effective social media marketing strategies directly influences consumers’ purchasing behavior.

Similarly, Olha Sokhatska and Siddharth S. reported that social media marketing strategies exert a substantial influence on consumer behavior and purchase decisions. Digital reviews, online recommendations, personalized content, and continuous interaction encourage consumers to complete purchasing processes more effectively. Their study, conducted among European consumers, concluded that users place greater trust in information obtained through social media than in traditional marketing communications. The authors also highlighted the relevance of influencer participation, demonstrating that consumers tend to identify with shared experiences rather than conventional advertising messages. Consequently, the consumer decision-making process has evolved from a traditional linear model toward one driven by social approval, significantly contributing to customer loyalty and brand engagement. Moreover, personalized and user-oriented content proved to generate considerably better outcomes than conventional marketing strategies.

The findings reported by Lăzăroiu et al. identified several psychological factors influencing consumer purchase decisions within social commerce environments. Specifically, the study examined electronic commerce conducted through social media platforms and identified perceived risk, particularly regarding transaction security and data privacy, as a major determinant of purchasing behavior. Consumers often delayed purchase decisions because of uncertainty; however, positive reviews, recommendations from other users, and favorable customer experiences significantly increased purchase intention. Trust emerged as the most influential factor, fostered through interaction, credibility, and confidence in the digital environment. Consequently, online reputation and the strategic management of social media interactions play a decisive role in converting consumer interest into actual purchases.

Likewise, the study conducted by Villavicencio and Álvarez proposed a social media advertising strategy aimed at increasing brand visibility and strengthening brand positioning. The authors found that the most effective content consisted of authentic product photographs, visually attractive food images emphasizing lighting, colors, originality, promotional campaigns, discounts, and high-quality presentations of products shared through Instagram and Facebook. Their findings demonstrated that effective social media planning contributes significantly to increased sales performance and stronger customer loyalty.

According to Alay [13], purchase decisions within the fast-food industry are strongly influenced by perceived quality and service speed. The research analyzed consumer behavior in the fast-food sector by considering perceived quality, customer service, overall experience, and advertising effectiveness. The study concluded that social media and digital marketing strategies play a fundamental role in motivating consumer purchases.

At the national level, Barros et al. [14] analyzed the influence of social media on consumption habits and active purchasing behavior among the Millennial generation. Their study focused on digital interactions and consumer trust in social media content. The results revealed that social media significantly influences need recognition (50.6%), information search (37.7%), and evaluation of alternatives (35.3%), with statistically significant relationships (p < 0.01). Furthermore, the coefficient of determination (R² = 0.458) indicated that social media explain 45.8% of purchase decision variability. Millennials reported greater confidence in content generated by influencers, peer recommendations, and authentic brand communication, perceiving social media as a platform capable of fostering customer engagement and emotional connections with brands.

Similarly, Choquepata and Molina analyzed the influence of digital marketing through social media on the purchasing decisions of fast-food restaurant customers. Among the principal findings, 71% of respondents stated that frequent social media content directly influenced their purchase decisions. Attractive photographs of products, positive customer reviews, and promotional campaigns emerged as the most influential factors. The study concluded that continuous exposure to digital content significantly increases consumers’ willingness to visit a specific restaurant, while higher levels of engagement strengthen trust and credibility toward the brand.

Social media have become one of the most influential components of contemporary marketing strategies. According to Kotler and Gary Armstrong, social media comprise a set of digital platforms that facilitate interaction between organizations and consumers through the creation, dissemination, and exchange of information. Beyond functioning as communication channels, these platforms enable companies to establish long-term relationships with customers, strengthen brand positioning, and generate value through personalized and interactive experiences.

Likewise, Philip Kotler, Hermawan Kartajaya and Iwan Setiawan argue that the emergence of Marketing 4.0 has transformed organizational communication by integrating traditional marketing with digital technologies. In this context, organizations no longer compete solely through product quality or pricing strategies but also through their capacity to generate relevant digital content, foster meaningful interactions, and establish emotional connections with consumers via social media platforms.

Within this framework, the present study conceptualizes Social Media as the independent variable and operationalizes them through three dimensions: content creation, digital platforms, and interactions. Content creation refers to the generation of valuable, attractive, and relevant information capable of capturing consumers’ attention and encouraging active engagement. Digital platforms encompass the technological environments through which organizations communicate with consumers, including Facebook, Instagram, TikTok, and other digital channels. Finally, interactions refer to the exchange of messages, comments, reactions, recommendations, and feedback that strengthen the relationship between organizations and consumers while fostering trust and engagement.

The dependent variable, Consumer Purchase Decision, is understood as the process through which individuals recognize a need, evaluate available alternatives, and ultimately select a product or service that best satisfies their expectations. According to Philip Kotler and Kevin Lane Keller, purchase decisions are influenced by a combination of internal and external factors. Internal factors include motivation, perceptions, attitudes, personality, learning, and memory, whereas external factors comprise culture, social class, family influence, and reference groups.

In today’s digital marketplace, consumers increasingly rely on information obtained through social media before making purchasing decisions. User-generated content, online reviews, recommendations, influencer marketing, and brand interactions have become strategic elements that shape consumer perceptions and reduce uncertainty throughout the purchasing process. Consequently, organizations that effectively manage their digital presence are more likely to attract customers, strengthen customer loyalty, and enhance their competitive advantage.

Despite the growing body of literature on social media marketing and consumer behavior, limited empirical evidence is available regarding the influence of social media on consumer purchase decisions within fast-food microenterprises located in medium-sized Peruvian cities such as Cajamarca. Most previous studies have focused on large metropolitan areas or international contexts, creating an important research gap in regional markets characterized by different consumer behaviors, levels of digital adoption, and competitive dynamics.

Addressing this gap, the present research seeks to answer the following research question:

What is the relationship between social media and consumer purchase decision in a fast-food company located in Cajamarca, Peru?

Accordingly, the general objective of this study is:

To determine the relationship between social media and consumer purchase decision in a fast-food company located in Cajamarca, Peru.

Based on the theoretical foundations and empirical evidence presented, the following research hypothesis is proposed:

H1: There is a positive and statistically significant relationship between social media and consumer purchase decision in a fast-food company located in Cajamarca, Peru.

This study contributes to the existing literature from both theoretical and practical perspectives. Theoretically, it provides empirical evidence regarding the influence of social media on consumer behavior within an underexplored regional context. Practically, the findings offer valuable guidance for managers and marketing professionals seeking to strengthen digital strategies through content creation, customer interaction, and effective use of social media platforms. Furthermore, the results may support decision-making processes aimed at improving customer engagement, increasing purchase intention, and enhancing organizational competitiveness within the fast-food industry.

Methodology

The present study is basic research. According to Roberto Hernández Sampieri et al. (2014), this type of research is aimed at generating knowledge through the development and validation of theoretical foundations without pursuing immediate practical applications.

Likewise, the study adopted a quantitative approach, since it sought to obtain objective and measurable results through deductive reasoning and hypothesis testing. Quantitative research allows researchers to validate theoretical assumptions by applying statistical methods that facilitate the analysis and interpretation of observed phenomena.

This research is correlational, as it examines the relationship between the use of social media and consumers’ purchase decisions. Social media provide organizations with direct communication channels that facilitate closer interaction between brands and consumers, thereby influencing purchasing preferences and buying behavior.

The research adopted a non-experimental correlational design, since the variables were observed and analyzed without manipulation or intervention by the researchers. Furthermore, the study employed a cross-sectional design, as data were collected at a single point in time during the year 2024 without longitudinal follow-up of participants.

The population is defined as the complete set of elements or cases that meet previously established characteristics or criteria. Accordingly, the study population consisted of 850 customers, aged between 18 and 35 years, registered in the customer database of a fast-food company located in Cajamarca, Peru.

Regarding the sample, it represents a subset of the population selected to obtain conclusions that can be generalized to the entire population. A simple random probabilistic sampling method was employed using a 95% confidence level and a 5% margin of error, resulting in a final sample of 265 consumers.

For finite populations, the sample size was calculated using the following formula:

Applying these parameters produced a required sample size of 265 participants. The calculation was verified using an electronic spreadsheet.

The data collection technique employed was the survey, which enabled the collection of quantitative information for subsequent statistical analysis. The research instrument consisted of a structured questionnaire, developed according to the methodological recommendations proposed by Hernández et al. (2014). Prior to participation, respondents provided their informed consent.

An appropriate measurement instrument is one that accurately collects observable data representing the variables intended to be measured. Accordingly, all responses were processed in aggregate form, ensuring participants’ confidentiality.

The questionnaire consisted of 23 items distributed across the two research variables according to their respective dimensions.

The independent variable, Social Media, comprised three dimensions: Content Creation, Digital Platforms, Interactions

The dependent variable, Purchase Decision, comprised two dimensions: Internal Factors and External Factors.

Both variables were measured using a five-point Likert scale, producing ordinal data.

Considering the ordinal nature of the variables and the results of the normality tests, the relationship between variables was analyzed using Spearman’s Rank Correlation Coefficient (Spearman’s Rho), an appropriate non-parametric statistic for ordinal variables and non-normally distributed data.

Data collection was conducted through a QR-code-based online questionnaire, which facilitated efficient data gathering. The participating company formally authorized the dissemination of the survey among its customers.

Instrument validity refers to the extent to which the questionnaire accurately measures the constructs under investigation. Consequently, the instrument was subjected to expert judgment validation to ensure content relevance and conceptual consistency.

Instrument reliability refers to the consistency and stability of measurements. Reliability was assessed using Cronbach’s Alpha coefficient, whose values range from 0 to 1.

The obtained coefficients were: Social Media = 0.751, indicating acceptable reliability; Purchase Decision = 0.890, indicating good reliability.

Following data collection, responses were processed using IBM SPSS Statistics Version 25, which enabled descriptive and inferential statistical analyses.

Finally, the research adhered to the ethical principles applicable to consumer behavior and marketing studies. Participation was voluntary, and all respondents were informed of the academic purpose of the study before completing the questionnaire. No sensitive or personally identifiable information was collected. Furthermore, all information obtained was used exclusively for research purposes, guaranteeing the confidentiality and anonymity of all participants.

Table 1: Operationalization Of Variables