| Abstrakt: |
A recent research paper from Symbiosis International (Deemed University) in Pune, India, explores the adoption of digital branding among specialty eatery start-ups in a post-pandemic environment. The study examines the advantages and drawbacks of digital branding and investigates the intention of specialty eateries to adopt it. The research, which surveyed 231 small cafes and restaurants in Maharashtra's major cities, found that digital branding plays a crucial role in enhancing the performance of specialty eatery start-ups. The study also highlights the mediating effect of digital support and awareness on the adoption intention of digital branding. This quantitative research provides valuable insights for specialty eatery start-ups and related businesses to enhance their digital branding strategies. [Extracted from the article] |
