Impact of Social Media Marketing in the Food and Grocery Sector

The emergence of online social networking platforms has established a global network, facilitating communication and interaction among people. Individuals now share their experiences, reviews, and feedback, potentially influencing how people communicate and make purchasing decisions. The consumer's decision-making process involves various steps, including what to purchase, when and where to purchase, which brand or model to choose, the preferred payment method, and budget considerations. Customers' perception of an organization's contributions and brand is likely to impact their purchase decisions. Previous research on social media marketing has identified the creation of strong connections with customers through online platforms as a contemporary advertising approach that reaches a vast audience. The rapid advancement of communication technologies has led to the development of numerous social media sites, providing marketing professionals with convenient tools for interaction, communication, and customer collaboration. The widespread use of smartphones and wireless devices has established social media sites as effective platforms for researching brands.