(The Role of Social Media Use in Consumer Food Habits and Food and Beverage Preferences of Businesses: Muğla Sample)

Abstract

Purpose – Since the consumers do not have the opportunity to try the product or service before purchasing, the sharing over the Internet gains importance. Potential consumers can make their food and beverage business preferences by using the social media in order to meet their eating and drinking needs, as in many needs. This study evaluates the relationship between social media and eating and drinking actions and attempts to reveal how social media use plays a role on consumers' food and beverage business preferences and eating and drinking habits, and whether consumers who use social media differ according to demographic variables. Design/methodology/approach – In the study, a survey was carried out with 403 consumers who had different demographic features and used one or more social media tools in Muğla province with convenience sampling method in January and February 2020. Findings – As a result of the research, it has been determined that male consumers are more affected by the opportunities in social media and the sharing of food and beverage businesses compared to women. It was determined that the use of social media in the food and beverage business preference mostly affects the consumers in the young age range. In addition, as the education level of the individuals increased, it was revealed that social media was more effective in food and beverage business preferences. Discussion – Consumers decide on the right food and beverage business by following and using all kinds of social media tools, may introduce their new products and share their impressive products. All these shares and comments show that there is a complementary and developing connection between business and consumers through social media tools. Food and beverage establishments benefit from this connection and increase their shares on food and beverage. These shares made by consumers have become important for the promotion of food and beverage business, food promotions and for maintaining all this information transfer.