Comparison of social media platforms in terms of marketing performances of food companies


Celimli S., ADANACIOĞLU H.

ITALIAN JOURNAL OF FOOD SCIENCE, vol.33, no.2, pp.54-62, 2021 (Journal Indexed in SCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 33 Issue: 2
  • Publication Date: 2021
  • Doi Number: 10.15586/ijfs.v33i2.2031
  • Title of Journal : ITALIAN JOURNAL OF FOOD SCIENCE
  • Page Numbers: pp.54-62
  • Keywords: food, marketing, social media, social media marketing

Abstract

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.