Digital branding adoption by specialty eatery start-ups in the post-pandemic environment in India

Aman Sharma, Bhuvanesh Kumar Sharma, Sneha Rajput, Aashish Mehra and Uma Gulati

Cogent Business & Management, 2023, vol. 10, issue 1, 2196043

Abstract: The aim of this research paper is to investigate the adoption of digital branding among specialty eatery start-ups in a post-pandemic environment. The study analyses the relevance of digital branding’s advantages and drawbacks, and examines the intention of specialty eateries to adopt digital branding. Additionally, the research investigates the mediating influence of digital support and awareness on the adoption of digital branding. A detailed Google-form-based survey was conducted on 231 small cafés and restaurants in Maharashtra’s major cities that opened after COVID-19 (Mumbai, Pune, Nagpur, and Thane) to collect primary data. The data was analysed using the AMOS (Analysis of Moment Structures) program. The study concludes that digital branding plays a crucial role as an independent branding strategy and enhances the performance of specialty eatery start-ups in the post-pandemic era. Furthermore, the study highlights the significant mediating effect of digital support and awareness on the adoption intention of digital branding. This research is the first of its kind to examine the intention of startups in the specialty eatery industry to use digital branding to reach their intended audience. The study utilizes a quantitative approach, contributing to the respective research area that has been predominantly qualitative in previous studies regarding digital branding adoption. The findings of this research provide valuable insights for specialty eatery start-ups and other related businesses to enhance their digital branding strategies.

Date: 2023
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DOI: 10.1080/23311975.2023.2196043

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