Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Balalrishnan, Srinivasan Moharkonda; Moharkonda, Priyadarshini Srinivasan; Paul, Ryan Title A name given to the resource The Impact of Marketing Strategies in the FastFood Industry Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Innovative Trends Shaping Food Marketing and Consumption;pp.15-56 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-8542-5.ch002" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-8542-5.ch002</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105009576805?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105009576805?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Balalrishnan S.M., Christ University, India; Moharkonda P.S., Christ University, India; Paul R., Christ University, India Description An account of the resource This study explores the effectiveness of marketing strategies in the fast-food industry, focusing on digital marketing, promotions, mobile app usage, celebrity endorsements, and perceived value for money. The aim is to provide insights for refining marketing strategies that engage key consumer segmentsMillennials, Gen Z, and Gen X. These cohorts shape consumer behavior, making it crucial for businesses to understand how to effectively engage them. The research examines the relationships between marketing strategies and fast-food consumption frequency and investigates generational differences in consumer responses. A quantitative approach using surveys and questionnaires captures consumer preferences, perceptions, and behaviors. Statistical methods, such as descriptive statistics and Spearmans correlation, are employed for analysis. Findings reveal that digital engagement, promotions, mobile app usage, celebrity endorsements, and perceived value for money significantly influence fast-food purchase frequency. 2025 by IGI Global Scientific Publishing. All rights reserved. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-836938544-9; 979-836938542-5; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online