Main Article Content
food, marketing, social media, social media marketing
The objective of this study was to evaluate to what extent social media platforms are effective on the marketing performances of food companies. Facebook was the most effective platform in terms of some performance criteria such as time-saving, easy access to customers, customer feedback, brand awareness, marketing costs, order taking frequency, and sales amount. The most effective platforms after Facebook in terms of marketing performance are Instagram and Twitter, respectively. Marketing costs and product sales are factors that affect the attitude of food companies towards social media platforms.
Aspasia V. and Ourania N. 2014. Social media adoption and managers’ perceptions. Int. J. Strategic Innovative Mark. 1: 61–73. https://doi.org/10.15556/IJSIM.01.02.001
Aspasia V. and Ourania N. 2015. Greek food manufacturing firms’ social media efforts: evidence from FB. Procedia Soc. Behav. Sci. 175: 308–313. https://doi.org/10.1016/j.sbspro.2015.01.1205
Bariši? A.F. and Vujnovi? K. 2018. Attitudes of entrepreneurs towards social media as a marketing tool. J. Entrep. Educ. 8: 139–154.
Bernal Jurado E., Fernández Uclés D., Mozas Moral A. and Jesús Medina Viruel M. 2019. Agri-food companies in the social media: a comparison of organic and non-organic firms. Econ. Res. Ekon. Istraz. 32(1): 321–334. https://doi.org/10.1080/1331 677X.2018.1547203
Braojos-Gomez J., Benitez-Amado J. and Llorens-Montes J. 2015. How do small firms learn to develop a social media competence? Int. J. Inf. Manag. 35(4): 443–458. https://doi.org/10.1016/j. ijinfomgt.2015.04.003
Canovi M. and Pucciarelli F. 2019. Social media marketing in wine tourism: winery owners’ perceptions. J. Travel Tour. Mark. 36(6): 653–664. https://doi.org/10.1080/10548408.2019.1624241
De Vries H.P., Veer E. and De Vries K.V. 2018. An examination of SME social media use in the food industry. Small Enterp. Res. 25(3): 227–238. https://doi.org/10.1080/13215906.2018.1521741
Francisco C.B.H. 2016. Social media marketing in fast food chains: benefits’ role in increasing brand community participation and its influence on brand trust and brand commitment. MSc Thesis, College of Business, Economics, Accountancy and Management, De La Salle Lipa, Philippines.
Kalayc? ?. 2006. Multivariate statistics techniques using SPSS. 2nd ed. Asil Publishing, Ankara.
Nyarkoa M. and Alt?nta? T. 2015. Social media marketing and a case study on food manufacturing in Ghana. ABMYO Dergisi. 37: 111–125. https://dergipark.org.tr/tr/pub/abmyoder/issue/46669/585177
Pantano E., Priporas C.V. and Migliano G. 2019. Reshaping tradi-tional marketing mix to include social media participation: evi-dence from Italian firms. Eur. Bus. Rev. 31(2):162–178. https:// doi.org/10.1108/EBR-08-2017-0152
Saad H.E. and Badran N.A. 2016. How successful is fast food social media marketing? International vs. local chains. IJHTH. 10(2/2): 302–320.
Say S. 2015. Using social media as a marketing tool: Facebook case study in the food industry. MSc Thesis, Kocaeli University, Institute of Social Sciences, Production Management and Marketing Department, Kocaeli, Turkey.
Tarsakoo P. and Charoensukmongkol P. 2019. Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. J. Asia Bus. Stud 14(4):441– 461. https://doi.org/10.1108/JABS-07-2018-0204
We Are Social. 2020. Digital 2020 Global Overview Report. Retrieved from https://wearesocial.com/digital-2020 (Accessed August 30, 2020).
Yao B., Shanoyan A., Peterson H.H., Boyer C. and Baker L. 2019. The use of new-media marketing in the green industry: analysis of social media use and impact on sales. Agribusiness. 35: 281– 297. https://doi.org/10.1002/agr.21581
Yurttadur M. and Sari D. 2017. A study on financial aspect of tra-ditional food shopping via social media. PAP. 4(1):105–113. https://doi.org/10.17261/Pressacademia.2017.524