Abstract: This study explores the pivotal role of social media marketing in shaping online customer purchase intentions within the food industry. With the proliferation of digital platforms, food companies increasingly leverage social media to engage consumers, enhance brand visibility, and drive sales. This research investigates how different social media strategies—such as influencer partnerships, user-generated content, targeted advertisements, and interactive promotions—affect consumer behavior and purchasing decisions. Utilizing a mixed-method approach, we conducted quantitative surveys with a sample of online consumers and qualitative interviews with marketing professionals to gain a comprehensive understanding of these dynamics. Our findings reveal that social media marketing significantly influences customer purchase intentions through enhanced brand trust, perceived authenticity, and emotional engagement. Additionally, the study highlights the importance of platform-specific strategies and demographic targeting in maximizing marketing effectiveness. These insights offer valuable implications for food companies seeking to optimize their social media presence and drive online sales.
Keywords: Social Media Marketing, Online Purchase Intentions, Food Industry, Influencer Marketing, Consumer Behavior.
Title: Examining the Role of Social Media Marketing on Online Customer Purchase Intentions in Food Companies
Author: Jia Yutong, Orlina Ursula D. Regua
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 12, Issue 3, July 2024 - September 2024
Page No: 64-71
Research Publish Journals
Website: www.researchpublish.com
Published Date: 16-July-2024
