Modeling Purchase Intent in Franchise Food Services Through Digital Marketing Predictors

Abstract

The rapid expansion of digital marketing has transformed how consumers evaluate and respond to franchise food service brands. However, empirical evidence remains limited on how online reviews, influencer partnerships, and digital promotions jointly shape purchase intent in this sector, particularly in emerging markets. This study examined franchisees’ perceptions of these digital marketing factors and determined their relationships with and predictive influence on purchase intent in franchise food services. A quantitative descriptive-correlational design was employed using a structured, self-administered questionnaire administered online to 125 franchisees from various private food service franchise companies. The instrument measured online reviews, influencer partnerships, digital promotions, and purchase intent using a six-point agreement scale and was pilot-tested prior to the main survey to establish acceptable internal consistency. Descriptive statistics were used to summarize perceptions, while correlation analysis and multiple regression were applied to assess relationships and predictive effects among the variables. Findings showed generally favorable perceptions across all constructs, with online reviews receiving the strongest descriptive evaluation. All three digital marketing factors were positively associated with purchase intent; however, digital promotions emerged as the strongest independent predictor, followed by influencer partnerships, while online reviews did not independently predict purchase intent when the other factors were considered simultaneously. These findings indicate that purchase intent in franchise food services is strengthened more by engaging and relevant digital promotional activities and credible influencer partnerships than by online reviews alone. The study concludes that franchise food service organizations should adopt an integrated digital marketing strategy that prioritizes timely promotions and carefully selected influencer collaborations while maintaining effective online review management to support brand visibility, customer engagement, credibility, and purchase-related decision-making.