Effects of Social Media Applications on Food and Beverage Businesses Preferences

Abstract

Social media applications have reached an indispensable point for businesses that produce all products or services. The advantages and technological advances which food and beverage companies have in advertising and promotional activities conduce them to come to the fore. Thus, food and beverage businesses have become more enthusiastic in using social media applications day by day. The main purpose of the study is to examine the effects of social media applications on food and beverage business preference. Another purpose of the study is to examine the factors that affect the purchasing intentions of the consumers by determining the demographic characteristics of the participants. 387 consumers were reached through the easy sampling method in the research in which descriptive research model was utilized in terms of quantitative terms. The data of the study were obtained through a questionnaire. The questionnaires were applied to the participants in February and March, 2020. The data obtained revealed that the majority of the participants were male (56.6%); between the ages of 26-34 (41.3%) and graduate (53.2%). Within the scope of the study, it has been revealed that food and beverage companies increase their consumer purchasing intentions positively when they give importance to social media applications and improve their content quality and price policies on mobilization and socialization.