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Social Media Marketing Strategies of Online Food Delivery Platforms in India: Will the Choice of the Right Channel Matter?
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Author(s): Venkatesh Ganapathy (ICFAI Business School, ICFAI Foundation for Higher Education, India)
Copyright: 2026
Pages: 28
Source title:
Cases on Social Media Marketing Engagement Tactics
Source Author(s)/Editor(s): Jorge Remondes (Instituto Politécnico do Porto, Portugal)
DOI: 10.4018/979-8-3373-2357-2.ch002
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Abstract
The rapid expansion of e-commerce in India over recent years underscores the increasing prominence of online services within the digital economy. Factors such as urbanization, widespread internet penetration, rising disposable incomes, enhanced accessibility to digital payment systems, and evolving hybrid work arrangements are key drivers of growth in online food delivery services. This study aims to examine the role of social media marketing in scaling these businesses and enhancing their profitability. Social media platforms serve as critical tools to support the sales and marketing strategies of food delivery providers, with the choice of platform significantly influencing the effectiveness of promotional campaigns. The findings indicate that social media channels are effective in delivering targeted messages to specific audience segments. Platforms such as Instagram, Facebook, and Twitter, characterized by extensive reach and high user engagement, can be instrumental for food delivery services seeking to optimize their promotional efforts.
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