Özet:

Purpose - Consumers who are able to access unlimited information and user experience with the possibilities provided by information technologies today make their purchasing preferences via social media. This study aims to identify the differences in the use of technology and consumer behaviors in the Baby Boomer, X, Y and Z generations, and the differences in the use of social media conditions in the preferences of the food and beverage business. Method - In the study, which was dealt with using the Nicel research method, an online and face-to-face survey app was carried out with the easy sampling method for the Baby Boomer, X, Y and Z generations. For the purpose of determining the number of samples to represent the universe, a layer sampling method has been used. The data collected from 426 participants were analyzed by SPSS 22.0 in total. In the testing of the research hypotheses, the T Test, the One Direction Variance Analysis (ANOVA) and Post-Hoc tests were performed to determine which groups of differences arise from. The findings - The study shows that the time spent on social media increases as it goes from the baby boomer generation to the Z generation. Baby Boomer generation is more sensitive to the price in preference of food and beverage business. As consumers age, they see more attention to the presence of non-food services. As the education level of the Baby Boomer and X generation rises, it is possible to say that the use of social media is more effective in the preference of food and beverage business. Also, X-generation low-income participants are more attractive in sharing their positive or negative experiences in the food and beverage business on social media. Controversy – Today’s consumers are now more conscious, and they are only concerned about the ideas and experiences of other people they reach from social media, not changing their preferences of food and beverage business due to the negative experiences they encounter or the bad service they receive. At this point, it becomes even more important for food and beverage to be able to reach consumers from every generation through social media.

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