• Sumit Pandey
• Jyoti Pawar

In the ever-evolving landscape of digital communication, social media marketing (SMM) has emerged as a transformative force, reshaping the way brands interact with consumers. With billions of users actively engaging across platforms such as Instagram, Facebook, Twitter (now X), YouTube, and LinkedIn, social media has become an essential channel for enhancing brand visibility, consumer engagement, and competitive positioning. This shift is particularly significant in highly competitive and consumer-driven industries such as food delivery and restaurant services. This project aims to investigate the impact of social media marketing on brand awareness, with a focused case study on Zomato, one of India’s leading online food delivery and restaurant discovery platforms. Founded in 2008, Zomato has become a household name, known not only for its robust app services but also for its humorous, culturally relevant, and engaging social media presence. The company has successfully carved a niche in digital branding by leveraging creative content, real-time marketing, trend-based campaigns, and meme marketing to connect with its diverse audience. The study undertakes a comprehensive analysis of Zomato’s social media marketing strategies to determine how effectively these practices influence consumer perception and brand recall. The research approach combines a review of relevant literature, strategic analysis of social media content, and insights drawn from a primary survey conducted among 100 respondents across Tier 1 and Tier 2 cities in India. The survey targets digitally active consumers between the ages of 18 and 45 and seeks to understand their engagement with Zomato’s content, brand recognition, and behavioral responses. Key findings from the study reveal that Zomato’s social media strategy significantly contributes to brand awareness and consumer engagement. Approximately 96% of survey respondents reported awareness of the brand, with 81% having interacted with its content in the last three months. Instagram emerged as the most engaging platform, followed by Twitter. The content was perceived as largely entertaining and relatable, and nearly 70% of participants admitted that Zomato’s social media presence had influenced their decision to use the app. The project concludes that social media marketing plays a pivotal role in shaping consumer perception, enhancing recall, and fostering brand loyalty. Zomato's approach-centered around humor, consistency, and real-time engagement—serves as a model for brands aiming to thrive in the digital economy. However, it also highlights areas for improvement, such as expanding content relevance for older demographics and enhancing value-driven content. The report provides actionable recommendations for optimizing Zomato’s social media strategy. These include increasing video content (e.g., Instagram Reels, YouTube Shorts), executing region-specific campaigns for Tier 2 and Tier 3 markets, and tracking ROI through platform-specific KPIs. Overall, this project emphasizes the need for integrated, creative, and data-driven social media marketing to build long-term brand equity in a digital-first world.

Social Media Marketing (SMM) , Brand Awareness , Consumer Engagement, Digital Branding , Online Food Delivery, Zomato , Meme Marketing, Real-time Marketing , Content Strategy , Consumer Perception

"Impact of Social Media Marketing on Brand Awareness: A Case Study of Zomato", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.e734-e767, August-2025, Available :http://www.jetir.org/papers/JETIR2508498.pdf

"Impact of Social Media Marketing on Brand Awareness: A Case Study of Zomato", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. ppe734-e767, August-2025, Available at : http://www.jetir.org/papers/JETIR2508498.pdf