Özet:

Abstract This research is to measure the level of benefiting from social media applications of local food and beverage businesses of Diyarbakır that participated in the Mesopotamia Gourmet and Local Tastes Fair held in Diyarbakır between 16-21 November 2021 and to reveal the positive and negative aspects of social media use in terms of food and beverage businesses. made for the purpose. The interview form prepared for this purpose was answered by the owner or manager of 15 food and beverage businesses operating in Diyarbakır. As a result of the literature review, it was noted that there was no study on the subject in Diyarbakır. In this study, the interview technique, which is one of the qualitative research methods, was used and data collection was carried out in this direction. In order to explain the collected data, audio recordings were listened and what was said was written down. The transcribed data were evaluated using content analysis. The research population consists of food and beverage businesses operating in Diyarbakır and using social media that have participated in the Mesopotamia Gourmet and Local Tastes Fair. In this study, it has been observed that businesses operating in the food and beverage sector in Diyarbakır actively use social media as a marketing tool. It has been determined that all of the businesses use the Instagram application for promotion, advertisement and product order. It has been determined that the second social media application in the order of usage after the Instagram application is Facebook. Apart from these two applications, it has been determined that business officials also use Twitter, Google, Youtube and web page applications.

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