From clicks to quick bites—social media engagement and logistics efficiency as drivers of fast-food consumption in the United Arab Emirates

IntroductionThe fast-food industry in the United Arab Emirates has expanded rapidly due to urbanization, a digitally active young population, and extensive use of social media for consumer engagement. Fast-food brands increasingly rely on digital touchpoints to influence purchase decisions, brand loyalty, and post-purchase satisfaction. This study examines how social media marketing attributes, consumer engagement, logistics efficiency, and sales platform usability affect fast-food purchase behavior among young adults in the UAE, with specific reference to major fried chicken and burger chains such as McDonald’s, KFC, and Hardee’s.MethodsThe study follows a positivist research philosophy with a deductive approach. A quantitative research design was adopted using a structured questionnaire administered through Google Forms. The target population comprised young adults aged 18 to 25 in the UAE. A total of 100 valid responses were collected. Data analysis was conducted using IBM SPSS, applying regression analysis, correlation analysis, ANOVA, and chi-square tests to test the proposed hypotheses.ResultsThe findings indicate that social media brand engagement and paid advertisements have a significant influence on fast-food purchase behavior. In contrast, influencer-driven content and promotional offers showed a comparatively lower impact. Frequent interaction with brands on social media platforms was positively associated with brand loyalty and repeat purchase intention. Logistics efficiency, particularly timely delivery and order accuracy, emerged as a key determinant of customer satisfaction and retention. The usability and convenience of digital ordering platforms significantly influenced consumer ordering behavior.DiscussionThe study highlights the interconnected role of marketing communication, logistics performance, and digital platform usability in shaping fast-food consumption among digitally native consumers in the UAE. The results suggest that fast-food brands should align social media engagement strategies with strong operational execution to enhance customer experience and loyalty. Emphasis on convenience, reliable delivery, and consistent brand interaction is critical for sustaining competitive advantage. Future research may extend this work by examining other geographical contexts, increasing the sample size, and adopting a longitudinal approach to capture evolving digital engagement patterns.