Impact of Hyperlocal Social Media Marketing on the Growth of Food-Based Businesses in Coimbatore

Hyperlocal social media marketing (HLSMM) has emerged as a powerful strategy for businesses aiming to engage customers within specific geographic areas. In the food industry, particularly in Coimbatore, the use of social media platforms enables localized customer interaction, improved brand awareness, and greater market visibility. This study investigates the impact of HLSMM on the growth of food-based businesses in Coimbatore. Data were collected through a structured questionnaire administered to 100 food business owners, including restaurants, catering services, food trucks, and home-based food entrepreneurs. The findings indicate a positive correlation between HLSMM practices and key business growth indicators such as customer footfall, sales performance, and brand recognition. Furthermore, Chi-Square tests, Spearman correlation, andregression analysis were employed to assess the relationships between business characteristics and the perceived effectiveness of social media marketing.