Abstract:
This study explores how the influence of social media have an impact on customer engagement in Colombo's street food industry. Qualitative data was collected through focus groups and observations. The findings suggest that social media plays a significant role. Social media platforms like Instagram and Facebook allow vendors to showcase their offerings through attractive photos and videos, and encourage interaction through likes, comments, and shares. This fosters a sense of community and increases customer engagement. Positive social media interactions and informative content can encourage customer engagement. The study highlights the importance of social media for Colombo's street food vendors and provides valuable insights for optimizing their social media marketing strategies to enhance customer engagement.
