Influence of Social Media Analytics on Online Food Delivery Systems

Abstract

Online food delivery applications have gained significant attention in the metropolitan cities by diminishing the burden of traveling and waiting time by offering online food delivery options for various dishes from many such restaurants. Users enjoy these services and share their experiences and opinions on social media platforms that impact the trust of customers and change their purchasing habits. This drastic revolution of user activities is an opportunity for targeted social marketing. This research is based on Twitter's data and aimed to identify the influence of social media in food delivery e-commerce businesses including decision making, marketing strategy, consumer behavior analysis, and improving brand reputation. In this article, the authors proposed an Apache Spark-based social media analytics framework to process the tweets in real time to identify the influences of generated insights on e-commerce decision making. The experimental analysis highlighted the exponentially grown influence of social media in food delivery e-commerce portals in past years.