Abstract:

Social media applications have reached an indispensable point for all producing products or services. The advantages and technological advances in advertising and advertising activities are an opportunity for food and beverage to stand in the forefront. Thus, food and beverage are becoming more enthusiastic in using social media applications. The main objective of the study is to study the effects of social media applications on the preference of food and beverage business. By determining the demographic characteristics of participants, the study of factors affecting consumer’s purchasing intentions constitutes another purpose of the study. The study, which took advantage of the imagistic research model in the nicel perspective, reached 387 consumers with the easy sampling method. The data of the study was obtained through the survey. The surveys were applied to participants in February and March 2020. The results show that the majority of participants were men (56.6 percent), 26-34 years (41.3 percent) and graduates (53.2 percent). In the framework of the study, food and beverage have shown that when they pay attention to social media practices and develop content quality and price policies on mobilization and socialization, they have increased consumer purchasing intentions in a positive direction.

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