THE INFLUENCE OF USER GENERATED CONTENT ON CONSUMERS CHOICES IN SELECTING RESTAURANT

The study investigates how social media influencers affect consumer choices regarding dining locations. Modern digital platforms allow influencers to significantly shape consumer preferences by using content like testimonials, attractive visuals, and personal recommendations. The research investigates how influencer attributes such as trustworthiness and appeal to their audience build customer trust which influences consumer choices. Data for this study was gathered through quantitative research surveys targeting social media users who follow culinary influencers. The study finds that consumers make restaurant choices based on influencers' positive feedback along with their visually appealing content. Research indicates social media influencers serve as an effective marketing tool in the culinary industry because they help restaurants grow their customer bases and enhance their popularity.