Abstract
Social media marketing plays an important role for the food and beverages industry either new or existing companies. The main objective of this study is to determine the factors influencing the usage of social media as a marketing medium in the food and beverage industry. The study was conducted to test the research question and hypotheses. Data was gathered from quantitative research methods. This research investigate the factors influencing the usage of social media as a marketing media in the food and beverage industry. A total of 198 respondents were participated in this research. Questionnaire has been used to collect the information from respondents to measurement and quantify the respondent’s response with the help of 5 point Likert scale (which indicate 1 = strongly disagree, to 5 = strongly agree). Data collected was analyzed using Pearson Correlation Coefficient and Multiple Regression Analysis. Result shows two of the independent variables; brand awareness and customer acquisition and retention have positive significant value and strong relationship with the dependent variable, the other two independent variables; information platform and feedback have negative significant value relationship with the dependent variable.
Highlights
Social media is a new media channel for marketers to advertise their products and services (Neti, 2011)
The research findings assumed and concluded that the Pearson correlation analysis had come to a varied result on positive significant and strong relationships towards the brand awareness, information platform, feedback, and customer acquisition
Based on the results discussed, the independent variables have diverse significant levels to the dependent variable which is the social media as marketing medium
Summary
Social media is a new media channel for marketers to advertise their products and services (Neti, 2011) It has become a part of marketing medium for organizations. Social media has become a better marketing medium than traditional marketing which has shifted the ways in which consumers evaluate, choose and share information (Patino, Pitta, & Quinones, 2012). Social media such as Facebook, Twitter, Instagram and YouTube are often used by many organizations. Researcher identified that the industry’s top performing companies have an integrated and active social media presence (Snyder, 2013). Researcher stated that, the use social media in this advanced-era whereby mostly generation Y is dominating consumer in F&B industry (Hajli, 2014)
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