A research on the use and efficiency of social media in food marketing

With the increasing popularity of social media marketing, the marketing of food products through social media is also increasing day by day. It is important for the success of marketing that the strategies used to market food products through social media are suitable for social media marketing purposes. In this study, it was examined how 5 selected food industries used social media marketing, opinions about social media marketing and social media marketing are useful for companies. In this context, a questionnaire study was conducted with 101 companies selected from 5 different food groups including confectionery, milk and dairy products, olive and olive products, dry food and pulses, tea and coffee, which actively use social media marketing. In the first part of the study, the concept of social media, usage areas of social media, usage of social media in marketing and researches related to this subject, measurement of social media marketing and marketing of food products through social media are discussed. In the second part of the study, research findings on social media marketing of food companies interviewed in the research are included. Research findings indicate that as the frequency of use of social media platforms by food companies increases, sales through platforms and social media marketing increase. It is seen that the costs that food companies make for social media increase the orders received through social media. In addition, it has been determined that the marketing costs of food companies for social media increase in parallel with the increase in sales targeted by social media marketing. When food companies are examined for social media use, it is important to increase brand awareness and develop customer relationships.