Published in Scientific Papers. Series D. Animal Science, Vol. LXVIII, Issue 2
Written by Mihai TOMA, Mihai-George IȘFAN, Ana-Maria SCRIPA, Nicoleta DEFTA
This article explores the impact of social media content on consumer purchasing behavior, particularly within the food industry. It investigates how different types of food-related content, such as influencer recommendations, product reviews, advertisements, and special offers, influence consumer decisions. The study draws on recent literature that highlights the growing role of social media in shaping consumer perceptions and purchasing habits. By analyzing consumer reactions to various forms of food advertising and promotional content, the research aims to provide insights into how brands can effectively leverage social media to enhance engagement and drive sales. Social media plays a important role in shaping food purchasing decisions, with various types of content (such as influencer recommendations, product images, reviews, and special offers) influencing consumers to different extents. Influencers, discounts, and food-related content like recipes or giveaways are moderately to frequently influential for a significant portion of respondents. Additionally, the study highlights the importance of factors such as price, product quality, and packaging in influencing consumer choices. The findings contribute to the ongoing discourse on digital marketing and consumer behavior in the age of social media.
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