ISSN:2146-4219

THE EFFECT OF THE USE OF SOCIAL MEDIA ON THE PREFERENCES OF FOOD AND BEVERAGE BUSINESS OF CONSUMERS


With the development of social media, internet and digital technologies and increasing social interactions, it has gained importance in terms of marketing. People started producing with Web 2.0 and shared with their environment and interacted. The use of social media tools is becoming more and more interesting and there is an increase in the number of participants. As of 2019 users in Turkey use an average of 7 hours of internet per day and spend the 2 hours 46 minutes, this time in social media. Therefore, social media becomes more important for businesses. In this respect, literature was searched on consumers and enterprises using social media and it was aimed to determine the effect of social media on consumers' preference of food and beverage enterprises. It was made to 248 consumers who use social media in Sakarya province. The results were analyzed through the statistical program. According to the findings, the most commonly used social media platforms were identified as YouTube, Instagram, Twitter and Facebook. The most influential factors in the selection of food and beverage establishments consisted of quality of food and beverage, cleanliness and hygiene, price, quality of service, safety and atmosphere.


Keywords


Social Media, Food and Beverage Businesses, Social Networks

Yazar : Muzaffer ÇAKMAK - Burhanettin ZENGİN
Sayfa Sayısı: 243-256
DOI: http://dx.doi.org/10.29228/diyalektolog.37292
Tam Metin:
Diyalektolog - Ulusal Hakemlin Sosyal Arastirmalar Dergisi
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