Influence of Social Media on Consumer Decisions Regarding the Purchase of Food Products

Abstract Social media plays a crucial role in influencing consumer purchasing decisions, particularly in the context of food products. Platforms like Facebook, Instagram, and other social networks offer consumers easy access to a wealth of information, including reviews, recommendations, and insights from other users. As more consumers turn to online sources for information and shopping, it becomes essential for food companies to develop and execute digital marketing strategies that not only enhance product visibility but also foster consumer trust. The main objective of this study is to examine the impact of company activity on social media on consumers’ decisions to purchase food products. Additionally, the study aims to explore whether socio-demographic factors influence consumers’ attitudes toward food marketing on social media and how these factors affect the choice of social media platforms used to gather information about food products. To gather data, a survey was conducted, and the results were analyzed using descriptive statistics, frequency distribution, variance analysis, and regression techniques. Total of 156 respondents participating in the research. The findings revealed that company activity on social media significantly influences consumer purchasing decisions concerning food products. Furthermore, socio-demographic characteristics were found to affect the types of social media most commonly used by respondents for obtaining food-related information.