A research on consumer perceptions of food and beverage marketing on social media

Abstract

The study was conducted to examine how social media affects the food and beverage industry. It was also intended to expose the impact of social media on consumer references for the marketing of food and beverages. In order for businesses to compete with other businesses, the importance of channels that influence purchasing decisions by changing consumers ' consumption habits is increasing day by day. One of these tools is social media. In this study, consumers' perceptions about marketing of food and beverages through social media were tried to be determined. The research was carried out by using the questionnaire technique with 403 participants using social media which was determined by Convenient Sampling Method. As a result of Explanatory Factor Analysis, 2 factors were found; “Sharing and impact” and “promotion on social media”. In the Confirmatory Factor Analysis, it was found that the shares in social media affect the choices and decisions made about the food and beverage business, and consumers can prefer to share their experiences. It can be considered that consumers actively use social media related to food and beverage and they are influenced by social media sharing in the selection of food and beverage businesses.