To prepare for this Discussion, choose one of the three quantitative studies that you analyzed for your Assignment in Week 2, and consider how the key components of this study (problem statement, purpose statement, theoretical framework, research question(s), and hypotheses) did or did not align within the overall study.

Post an assessment of your chosen quantitative study utilized in Week 2. Your assessment should include the following:

• Briefly describe the key components of your chosen article: problem statement, purpose statement, theoretical framework, research question(s), and hypotheses. (Note: You will attach a copy of this study to your Discussion post.)
• Analyze the alignment between these components, including areas of misalignment.
  • Explain the level of alignment between these specific components, including any areas that may be lacking.
  • Recommend at least one change that could improve alignment within this study, including a rationale for your recommendation.

Below is my chosen article for week 2 assignment

Effective Impact of Social Marketing on Consumer Buying Behaviour and Perceived Service Quality for Restaurants and Food Outlets in Pune Prashant Arya* * Assistant Professor, Bharati Vidyapeeth Deemed University Institute of Hotel Management and Catering Technology, Pune, Maharashtra, India. Email: p..a@gmail.com INTRODUCTION Social media has become an integral part of everyone and amongst every generation of today's society. A drastic revolution in communication and interaction among people has been witnessed as social media keeps on increasing its reach every day. According to (Today, 2021) Social media is connecting people from all corners of the world to helping key influencers grow their brand and assisting journalists to cover important news events, social media has become a game changer. (The Global Statistics, 2021) states, in India, the number of social media users have been growing in 2021 at a steady rate of 448 million due to deep penetration of internet connectivity among people. The number of Internet users in India has grown to 624 million, which is roughly 45% of the total population of India. Social Networks are extremely capable of informing and influencing purchase decisions, as many users now trusts their peer opinions more than Marketing Strategists. (Bashar, 2015). Social media is being widely used by almost all and even the companies, in spite of their size they have started using social media to advertise and promote themselves (Saravanakumar & Lakshmi, 2012) Social Media Marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it across their Social networks (Kaur, 2016). Atithya: A Journal of Hospitality 8 (2) 2022, 31-46 http://publishingindia.com/atithya/ 32 Atithya: A Journal of Hospitality Volume 8 Issue 2 2022 Social Media is a channel which the consumers use to choose products and services provided by restaurants and food outlets, the study would help us to analyse how nature and determinants service quality are perceived by the consumers and how consumer is affected by influence of Social Media in today's world. Perceived Service quality and Consumer's Buying Behaviour for food and beverage served by restaurants and food outlets will be the key notes in the case study. Service Quality Model (SERVQUAL) (Christian Gronroos, 1988) states service is normally perceived in subjective manner. Services are described by customer's expressions on experiences, trust, feeling and security. (A. Parasuraman, 1985) in his explanatory investigation discussed on questions of Service Quality as What do consumers perceive to be the key attributes of quality of services? Do discrepancies exist between the perceptions of consumers and service marketers? Can consumer and marketer perceptions be combined in a general model that explains service quality from consumer's standpoint? These questions will assist us to channel our questionnaire on our domain of study and help us to understand the consumer's perception of service quality on social media. (A. Parasuraman, 1985) brought forward 10 dimensions to determine the service quality by Reliability, Responsiveness, Competence, Access, Courtesy, Communication, Credibility, Security, Knowing the Customers and Tangibles. The 10 dimensions give us an understanding on the expected services to be provided by outlets on consumers and customers expectation on perceived service quality. The Service Quality Model would help us to understand how consumers determine service quality in Social media and how does their buying decisions related with perceived Service quality. Note: The figure is adapted from A Conceptual Model of Service Quality and its Implication for Future Research (SERVQUAL). Published by A. Parasuraman in 1985. Journal of Marketing, Vol. 49. Pg. 41 - 50. Available on. https://www.researchgate.net/publication/225083670_A_Conceptual_Model_of_Service_Quality_and_its_Impli cation_for_Future_Research_SERVQUAL. Fig. 1: Determinants of Perceived Service Quality Determinants of Service Quality 1. Access 2. Communication 3. Competence 4. Courtesy 5. Credibility 6. Reliability 7. Responsiveness 8. Security 9. Tangibles 10. Understanding Knowing the customer. Word of Mouth Personal Needs Past Experience Expected Services Perceived Services Perceived Service Quality Note: The figure is adapted from A Conceptual Model of Service Quality and its Implication for Future Research (SERVQUAL). Published by A. Parasuraman in 1985. Journal of Marketing, Vol. 49. Pg. 41 - 50. Available on. https://www.researchgate.net/publication/225083670_A_Conceptual_ Model_of_Service_Quality_and_its_Implication_for_Future_Research_SERVQUAL. Fig. 1: Determinants of Perceived Service Quality Consumer Buying Behaviour (Ali, 2016) described the determinants of factors influencing buying behaviour of the customer as on Fig. 2: The study will be considering the Social, Personal, Psychological and Economical factors affecting the consumer buying behaviour in Pune City. Effectiveness and Impact of Social Media Marketing on Consumer Buying Behaviour and Perceived Service Quality ... 33 4 | P a g e P r a s h a n t P . A r y a 1.2. Consumer Buying Behaviour (Ali, 2016) described the determinants of factors influencing buying behaviour of the customer as on fig. 2: Note the figure is adapted from Factors affecting consumer buying behaviour. Published by N. Ramya in 2016. International Journal of Applied Research, 2016. Vol. 2 Issue 10. Pg. 76 - 80. Available on. https://www.researchgate.net/publication/316429866_Factors_affecting_consumer_buying_behavior Fig. 2: Determinants of Consumer Buying Behaviour The study will be considering the Social, Personal, Psychological and Economical factors affecting the consumer buying behaviour in Pune City. Also, (Ali, 2016) describe the Model of Buying behaviour which is considered to determine the Stimuli, Buyer's Black Box and Buyer's decision. As per their Buying Behaviour Model the Marketing and Other stimuli will be shared with determinants of Service Quality Model, Social Media as a Black Box, will helps us to analyse the Buying and perceived service quality by consumers for restaurant and food outlets of Pune. Determinants of Consumer Buying Behaviour Cultural Social Personal Psychological Economical Family Reference Role and Status Age Income Occupation Life Style Personality Motivation Perception Learning Beliefs and attitude Personal Income Family Income Liquid Assets Government Policy Note: The figure is adapted from Factors affecting consumer buying behaviour. Published by N. Ramya in 2016. International Journal of Applied Research, 2016. Vol. 2 Issue 10. Pg. 76 - 80. Available on. https://www.researchgate.net/publication/316429866_Factors_affecting_consumer_ buying_behavior Fig. 2: Determinants of Consumer Buying Behaviour Also, (Ali, 2016) describe the Model of Buying behaviour which is considered to determine the Stimuli, Buyer's Black Box and Buyer's decision. As per their Buying Behaviour Model the Marketing and Other stimuli will be shared with determinants of Service Quality Model, Social Media as a Black Box, will helps us to analyse the Buying and perceived service quality by consumers for restaurant and food outlets of Pune. Note the figure is adapted from Factors affecting consumer buying behaviour. Published by N. Ramya in 2016. International Journal of Applied Research, 2016. Vol. 2 Issue 10. Pg. 76 - 80. Available on. https://www.researchgate.net/publication/316429866_Factors_affecting_consumer_buying_behavior Fig. 3: Model of Buying Behaviour for Restaurants and Food Outlets in Pune As per the available source of studies and response collected the case study questionnaire and above model will help us to analyse the buying behaviour determinants in following ways: For Social - Family and Reference. For Personal - Age, Spending power, Lifestyle and Personality. Buyer's Decisions - Product and Brand Choice - Dealer Choice - Purchase Timing - Purchase Amount Buyer's Black Box (Social Media) Marketing Stimuli - Product (Food & Beverage) - Price (Avg. Monthly Spent) - Place (Pune) - Promotion (Offers and Discounts) Other Stimuli - Economic - Social (Social Media Apps) - Technological (Delivery Apps) Buyer's Characteristics - Psychological - Social - Cultural - Economic - Personal Buyer's Decision Process - Problem Recognition - Information Search - Evaluation of Alternatives - Purchase Decision - Post Purchase Behaviour (Reviews and Comments) Note: The figure is adapted from Factors affecting consumer buying behaviour. Published by N. Ramya in 2016. International Journal of Applied Research, 2016. Vol. 2 Issue 10. Pg. 76 - 80. Available on. https://www.researchgate.net/publication/316429866_Factors_affecting_consumer_ buying_behavior Fig. 3: Model of Buying Behaviour for Restaurants and Food Outlets in Pune 34 Atithya: A Journal of Hospitality Volume 8 Issue 2 2022 As per the available source of studies and response collected the case study questionnaire and above model will help us to analyse the buying behaviour determinants in following ways: For Social - Family and Reference. For Personal - Age, Spending power, Lifestyle and Personality. Psychological - Motivation, perception, Learning, Belief and Attitude. Post purchase behaviour. Similarly, the study will consider the determinants of Perceived Service Quality through Credibility, Access, Reliability, Responsiveness, Courtesy and Tangibles done by consumers for restaurant and food outlets in Pune. LITERATURE REVIEW In the book, The Next Generation of Business Management 'Dave Evans' states that for a lot of organisations-including business, non-profits and governmental agencies-use of Social Media very often begins in Marketing, Public Communications or a similar office or department with a direct connection to customers and stakeholders. This makes sense given that a typical driver for getting involved with Social Media is a slew of negative comments, a need for 'virality', or a boost to overall awareness in the marketplace and especially in the minds and hearts of those customers increasingly out of reach of interruptive (aka 'traditional') media. In a word, many organizations are looking for 'engagement', and they see Social Media as the way to get it." In another study by 'Abu Bashar' Effectiveness of Social Media Marketing: An Empirical Study states that in an era where technology prevails, entrepreneurs as well as Marketers see the need to keep up with the fast pace of change or risk being outdated. Gone are the days when a pure-brick business model will thrive well in current market scenario. Similarly, in Social Media Marketing: Measuring the effectiveness and Identifying the Target Market by 'Charity Pradiptarini'. The use of Social Media sites as part of a company's marketing strategy has increased significantly in the past couple of years. Regardless of popularity, there is still very limited information to answer some of the key issues concerning the effectiveness of Social Media Marketing, ways to measure its return on investment and its target market. Further, 'Xi Yu Leung' in her study The Marketing Effectiveness of Hotel Facebook Pages: From the perspective of Customer and messages notes that, the unprecedented growth of Social Media has not only transformed the way people interact with each other, but also changed the way businesses attract and retain consumers. More and more people are using Social Media sites to connect to others in a variety of ways, including dating, meeting others with common interests and sharing information. In hotel industry, Social Media Marketing has become a new trend hotelier are chasing and an increasing number of hotels are using Social Media to promote their business. 'Xi Yu Leung' added another important finding in her study The Marketing Effectiveness of Social Media in the Hotel Industry: A comparison of Facebook and Twitter states, the unprecedented popularity of Social Media outlets has forced scholars to inquire about their Marketing effectiveness, especially in hotel industry. 'Bernadette, Roshni, Sweta and Stephen' positively agreed in their study Influence of Social Media Marketing on Brand Choice Behaviour among youth in India where they state Social Media website help generate interest in the brand and also to build trust in company, this goes long way in the brand building exercise. Besides, one can reach the relevant target audience and avoid clutter. 'Eline De Vries' The number of likes or followers on social media is considered an important metric in Branding as it indicates a persons or company's popularity, profitability and more generally post effectiveness. OBJECTIVES OF THE STUDY To Assess the Effect of Reviews and Comments on Buying Behaviour of consumers in Pune. To Identify the various portals, applications and method of payments used by consumers for social media in Pune. To Analyse and Interpret Perceived Service Quality Model (A. Parasuraman, 1985). To understand the consumer Buying Behaviour to choose restaurant and food outlets. To Analyse the preferred mode of payments used by consumers for delivery and takeaway ordered through Social media. Effectiveness and Impact of Social Media Marketing on Consumer Buying Behaviour and Perceived Service Quality ... 35 HYPOTHESIS H1: Social Media Marketing assist consumer to compare and select right food and beverage outlet. H0: Social Media marketing does not contribute in consumer's decision to select food and beverage outlet. LIMITATIONS The Study is being conducted limited to the area of Pune and Suburbs. The Study is being conducted during the Pandemic where social distancing norms are to be maintained, so the sample size is going to be limited to 100 Respondents. The study is considering only consumer perspective to Social Media. RESEARCH METHODOLOGY The study is being conducted with help of Stratified Sampling method of 100 Respondents. Data collection would be done by Google Forms and Interviews created and shared with 100 Respondent from the City of Pune. A statistical analysis of the data acquired will help to understand the Buying Behaviour of consumers and perceived service quality through Social Media Marketing. Histogram and Pie-charts will be used to Analyse the Data. RESEARCH DATA ANALYSIS AND INTERPRETATION The study is evaluated in descriptive research design. A questionnaire based on the Social media, buying behaviour and consumer perception to service quality were included in the questionnaire. The respondents were asked close ended question for deriving how effective is social media and does it meet the service quality needs of the consumers. The initial questions in the questionnaire were on overview description of the respondents. To present data collection the research sample size is of 100 respondents which was collected from various neighbourhoods of Pune city and PCMC. Geographic Location of Sample across Pune The following data represents the various neighbourhoods from which the respondents belong: Table 1: Sample Locations across Pune Neighbourhood in Pune and PCMC Number of Respondents Kothrud 10 Aundh 9 Pashan 7 Baner 5 Bavdhan 5 Dhanori 4 Erandwane 4 Kondhwa 4 Sus 4 PCMC - Wakad 4 Karve Nagar 3 Katraj 3 Pune Cantonment 3 PCMC - Pimple Saudagar 3 Bhamburde (Shivajinagar) 2 Bhugaon 2 Dhayari 2 Hadapsar 2 PCMC -Akurdi 2 Bavdhan Budruk 1 Balewadi 1 Bibvewadi 1 Dhankawadi 1 Hingne Khurd 1 Kharadi 1 Koregaon Park 1 Shivane 1 Vadgaon Budruk 1 Vadgaon Sheri 1 Wagholi 1 PCMC -Chikhli 1 PCMC - Chinchwad 1 PCMC - Nilakh 1 PCMC - Sanghvi 1 PCMC - Thergaon 1 Others 6 Total 100 3