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 wasalso intended to expose the impact of social media on consumer preferences for the marketing of food andbeverages. In order for businesses to compete with other businesses, the importance of channels thatinfluence 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 andbeverages through social media were tried to be determined. The research was carried out by using thequestionnaire technique with 403 participants using social media which was determined by ConvenientSampling Method. As a result of Explanatory Factor Analysis, 2 factors were found; “Sharing andimpact” and “promotion on social media”. In the Confirmatory Factor Analysis, it was found that theshares in social media affect the choices and decisions made about the food and beverage business, andconsumers can prefer to share their experiences. It can be considered that consumers actively use socialmedia related to food and beverage and they are influenced by social media sharing in the selection offood and beverage businesses.