Edwin Project Final

A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON FOOD
PRODUCTS
A Project Report submitted to Loyola College (Autonomous), Chennai in the

partial fulfillment of the requirements of the Skill Based Course for the
award of the degree of
BACHELOR OF COMMERCE
By
EDWIN SAMUEL N
21-UCO-421
Under the guidance of

PROF. S.CHARLES JAILSINGH , M.Com., M.Phil.
Assistant Professor of Commerce
DEPARTMENT OF COMMERCE (SHIFT – II)

LOYOLA COLLEGE (AUTONOMOUS)
CHENNAI – 600 034.
APRIL 2024
DECLARATION
I EDWIN SAMUEL N ( 21-UCO-421) hereby declare that this project submitted to
the Department of Commerce (Shift – II), Loyola College (Autonomous), Chennai – 600034 is
a record of original work done by me under the guidance of S. CHARLES JAILSINGH
M.Com., M.Phil. Assistant Professor, Department of Commerce, Loyola College and this
project report is submitted in the partial fulfilment of the requirements for the skill-based course
for the award of the degree of Bachelor of Commerce.
Signature of the Student

Place: Chennai
Date: EDWIN SAMUEL N
( 21-UC0-421)
VIVA DATE:
Signature of Staff In-Charge Signature of VIVA Examiner

CERTIFICATE OF THE GUIDE
This is to certify that the research project is a Bonafide work of Mr. EDWIN
SAMUEL N (21-UCO-421) Carried out in partial fulfillment for the award of the degree
Bachelor of commerce (Shift-II) of Loyola College (Autonomous), Chennai 600034. This
research project is original and not submitted earlier for the award of any degree/diploma
or associateship of any other College / University /Institution.
Place: Chennai Signature of the Guide
Date:
ACKNOWLEDGEMENT
First and foremost, I thank God, the Almighty for blessing me with the knowledge, talent, and
ability to complete this project. I would like to thank Loyola College management for the
excellent opportunity of a research project as a part of the curriculum.
I would like to express my deep and sincere gratitude to Rev. Dr. Antony Robinson, S.
J. Rector of Loyola College, Chennai, and Rev. Dr. A. Louis Arokiaraj, S.J. Principal of
Loyola College, Chennai and Rev. Dr. B. Jeyaraj, S.J . Secretary & Correspondent, Loyola
College, and Dr, J. A.Charles, Deputy Principal of Loyola College for giving me the
opportunity to do the project. Their dynamism, vision sincerity and motivation have deeply
inspired me.
I also take this opportunity thank to Dr. S. Prasanna Kumar, Coordinator Department
of Commerce Shift -II for their genuine support throughout this project.
I am grateful to thank my project guide, Prof. S Charles Jailsingh imparted me with

invaluable insights and advice that helped me to grow as a professional. His constructive
feedback helped me to improve my skills and approach to my tasks, and his encouragement
kept me motivated and focused. It was a great privilege and honour to work under his guidance.
I am extremely glad to thank my parents for their love, prayer, caring and sacrifices for
educating and preparing me for my future.
Finally, my thanks to all the people who have supported me to complete the project
work directly or indirectly
EDWIN SAMUEL N
21-UCO-421
TABLE OF CONTENTS
CHAPTER
PARTICULARS PAGE NO.
NO.
I INTRODUCTION 1-13
INDUSTRY PROFILE / THEORITICAL ASPECTS

II 14-19
OF THE STUDY
III REVIEW OF LITERATURE 20-24
IV ANALYSIS & INTERPRETATION 25-71
V FINDINDINS, CONCLUSION & SUGGESTIONS 72-75
BIBLIOGRAPHY 76
ANNEXURES 77-82
LIST OF TABLES
TABLE NO PARTICULARS PAGE NO.
1.1 Gender wise classification 26
1.2 Age wise Classification 28
1.3 Classification based on residence 30
1.4 Increasing brand awareness 32
Importance of building customer relationship on food

1.5 34
products
1.6 Enhancing customer engagement with food products 36
1.7 Customers preferences for food products 38
Importance of social media in improving brand

1.8 40
reputation
1.9 Food products to younger audience 42
Importance of food companies to engage with

1.10 44
customers through social media
1.11 Food products to local audience 46
1.12 Social media platform on healthy and sustainable food 48
1.13 Importance on product innovation and new releases 50

1.14 Rating for social media platforms on food products 52
Educate customers about their products and

1.15 54
ingredients
1.16 Leads and sales for food products 56
Social media platform not good promoting food

1.17 58
products
1.18 Importance of UGC in social media platforms 60
1.19 Impact of social media on food industry 62
1.20 Challenges in social media marketing 64
Social media tactics in building brand awareness on

1.21 66
food products
Social media platform promoting luxury food

1.22 68
products
Importance for food companies to use social media to

1.23 70
showcase their product quality and safety standards
LIST OF CHARTS
TABLE NO PARTICULARS PAGE NO.
2.1 Gender wise classification 27
2.2 Age wise Classification 29
2.3 Classification based on residence 31
2.4 Increasing brand awareness 33
Importance of building customer relationship on food

2.5 35
products
2.6 Enhancing customer engagement with food products 37
2.7 Customers preferences for food products 39
Importance of social media in improving brand

2.8 41
reputation
2.9 Food products to younger audience 43
Importance of food companies to engage with

2.10 45
customers through social media
2.11 Food products to local audience 47
2.12 Social media platform on healthy and sustainable food 49

2.13 Importance on product innovation and new releases 51
2.14 Rating for social media platforms on food products 53
Educate customers about their products and

2.15 55
ingredients
2.16 Leads and sales for food products 57
Social media platform not good promoting food

2.17 59
products
2.18 Importance of UGC in social media platforms 61
2.19 Impact of social media on food industry 63
2.20 Challenges in social media marketing 65
Social media tactics in building brand awareness on

2.21 67
food products
Social media platform promoting luxury food

2.22 69
products
2.23 Importance for food companies to use social media 71

CHAPTER- I
INTRODUCTION AND DESIGN OF THE
STUDY
CHAPTER-1
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION
Social media marketing is a powerful tool that allows businesses to reach their target audience
and engage with them on a personal level. Food products are one of the most popular categories
of items being marketed through social media platforms like Facebook, Instagram, Twitter, and
Pinterest.
Food companies can leverage social media to create brand awareness, showcase their products,
and generate sales. Social media platforms allow food businesses to engage with customers by
sharing images and videos of their products, promoting new products or seasonal menus,
running contests, and offering exclusive promotions to their followers.
Moreover, social media provides an excellent opportunity for food businesses to connect with
influencers in the industry. By collaborating with influencers, food companies can tap into their
followers and expand their reach. Influencers can create content featuring food products and
share it with their followers, thereby increasing brand visibility and credibility.
In summary, social media marketing is an effective way for food businesses to build brand
awareness, connect with customers, and drive sales. With the right strategy, businesses can
create engaging content and build a loyal following that translates into long-term success.
Social media marketing is a digital marketing strategy that has become increasingly popular
among food businesses. It involves the use of social media platforms such as Facebook,
Instagram, Twitter, and Pinterest to promote food products and engage with customers.
The food industry is particularly well-suited to social media marketing, as it offers many
opportunities for visually appealing content, such as high-quality images and videos of food
products. Through social media marketing, food businesses can build brand awareness, create
a loyal following, and drive sales.
To succeed in social media marketing, food businesses must have a strong understanding of
their target audience and create compelling content that resonates with them. This includes
sharing high-quality images and videos of food products, promoting new products or seasonal
menus, running contests and promotions, and collaborating with influencers in the industry.
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By leveraging social media marketing effectively, food businesses can increase brand visibility,
engage with customers on a personal level, and ultimately drive revenue.
Social media marketing has had a significant impact on the food industry, with companies using
various social media platforms to promote their products and engage with consumers. The rise
of social media has given food companies the opportunity to reach a wider audience, build
brand awareness, and generate consumer interest in their products.
One of the key benefits of social media marketing for food products is the ability to showcase
visually appealing images and videos of food. Platforms like Instagram and Pinterest, which
are heavily focused on visual content, are particularly effective in this regard. By sharing
highquality images and videos of their food products, companies can create an emotional
connection with consumers and encourage them to make a purchase.
Social media also provides a platform for food companies to share information about their
products, including ingredients, nutritional information, and cooking tips. This helps
consumers make informed decisions about what they are eating and creates a sense of trust
between the company and the consumer.
In addition, social media allows food companies to interact with consumers in real-time,
responding to questions and comments and providing a personalized experience. This can help
build brand loyalty and encourage repeat purchases.
Overall, social media marketing has had a significant impact on the food industry, providing
companies with a powerful tool for building brand awareness, engaging with consumers, and
ultimately driving sales.
Social media has revolutionized the way food products are marketed and sold, with the rise of
influencers and user-generated content playing a significant role in shaping consumer behavior.
Influencers, who have large followings on social media platforms, can be an effective way for
food companies to reach a highly targeted audience. By partnering with influencers who share
their target demographic, food companies can leverage their existing audience and create
authentic content that resonates with their target market.
User-generated content, such as reviews and recommendations on social media, also play a
significant role in shaping consumer behavior. Positive reviews and recommendations can be
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highly influential in driving consumer purchases, and social media provides a platform for
consumers to share their experiences with others.
Social media marketing also allows food companies to stay up-to-date with current food trends
and consumer preferences. By monitoring social media conversations and analyzing data on
consumer behavior, companies can identify emerging trends and adapt their products and
marketing strategies accordingly.
Finally, social media provides a cost-effective way for food companies to reach consumers.
Traditional advertising channels, such as TV and print ads, can be expensive and reach a broad
audience. Social media, on the other hand, allows companies to target specific audiences based
on their interests, behaviors, and demographics, making it a more cost-effective way to reach
consumers.
Social media has become an integral part of our daily lives, and its impact is felt across various
industries, including the food industry. Social media marketing has revolutionized the way food
products are marketed and sold, providing companies with a powerful tool for building brand
awareness, engaging with consumers, and ultimately driving sales. The ability to showcase
visually appealing images and videos of food, provide information about products, and interact
with consumers in real-time has given food companies the opportunity to reach a wider
audience, build brand loyalty, and generate consumer interest in their products.
In this context, this conversation aims to explore the impact of social media marketing on food
products in greater detail. We will delve into the various ways social media marketing has
affected the food industry, including the rise of influencers, user-generated content, and
realtime interaction with consumers. We will also examine the benefits of social media
marketing for food companies, including its cost-effectiveness, the ability to generate buzz
around new product launches and promotions, and the opportunities for customer service and
relationship building. Ultimately, this conversation will shed light on the transformative effect
of social media on the food industry and the opportunities and challenges it presents for food
companies.
The world of marketing has changed significantly over the years, and social media has played
a pivotal role in this transformation. The food industry has been heavily influenced by social
media marketing. With the ability to share visually appealing images and videos of food,
provide information about products, and interact with consumers in real-time, social media has
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become a powerful tool for food companies to reach a wider audience and generate interest in
their products.
In this conversation, we will explore the impact of social media marketing on the food industry
in greater detail. We will examine the various ways social media has changed the way food
products are marketed and sold, including the rise of influencers, user-generated content, and
real-time interaction with consumers. We will also discuss the benefits of social media
marketing for food companies, including its cost-effectiveness, the ability to generate buzz
around new product launches and promotions, and the opportunities for customer service and
relationship building.
Ultimately, this conversation will provide insights into how social media has transformed the
food industry and the opportunities and challenges it presents for food companies. We will
delve into the ways in which social media has influenced consumer behavior and shaped the
way food companies approach their marketing strategies.
In conclusion, social media marketing has transformed the food industry, providing companies
with a powerful tool for building brand awareness, engaging with consumers, and ultimately
driving sales. As social media platforms continue to evolve, it is likely that their impact on the
food industry will only continue to grow, providing new opportunities for companies to reach
their target audience and grow their business.
1.2 CONCEPTUAL INTRODUCTION:
Social media marketing has become an essential component for promoting and
advertising food products. With the rise of social media platforms such as Facebook, Instagram,
Twitter, and TikTok, food companies can easily target and engage with their desired audience.
Social media marketing enables food companies to create and share content that showcases
their food products, creates brand awareness, and drives consumer engagement. Social media
platforms allow companies to reach a broad range of audiences, from health-conscious
consumers to food enthusiasts, by creating targeted and personalized content.
Food companies can use various social media strategies to promote their products, such as
influencer marketing, user-generated content, and paid advertising. Influencer marketing
involves partnering with individuals who have a large following on social media platforms to
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promote a brand or product. User-generated content involves encouraging customers to share
their experiences with the brand or product, which helps build brand loyalty and trust. Paid
advertising allows companies to reach a broader audience through targeted advertisements that
appear in the user's feed.
Social media marketing also provides valuable insights into consumer behavior and
preferences. Companies can track the performance of their social media campaigns and
measure the success of their marketing efforts. By analyzing consumer data, companies can
gain insights into consumer preferences, purchasing habits, and brand perception, which can
help shape future marketing strategies.
Social media marketing has revolutionized the way that food products are marketed and
promoted to consumers. With the increasing number of social media platforms, such as
Facebook, Instagram, Twitter, and TikTok, food companies can reach a vast audience and
connect with consumers in ways that were previously impossible.
Social media marketing allows food companies to create content that resonates with
their target audience, engages with them on a personal level, and encourages them to act, such
as making a purchase. By utilizing social media marketing strategies, food companies can build
brand awareness, develop a strong online presence, and ultimately drive sales.
One of the primary benefits of social media marketing for food products is the ability
to target specific demographics and niche markets. By creating targeted content that speaks
directly to a particular audience, food companies can create a loyal customer base and generate
higher levels of engagement.
In addition to targeting specific audiences, social media marketing also provides a

platform for consumers to engage with food brands and share their experiences. User-generated
content, such as photos, reviews, and comments, can help build brand trust and loyalty, as well
as provide valuable insights into consumer preferences and behaviors.
Another significant advantage of social media marketing for food products is the ability to track
and measure the success of marketing campaigns. By analyzing data on consumer engagement,
website traffic, and sales, food companies can optimize their marketing efforts and improve
their return on investment (ROI).
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In conclusion, social media marketing has become a vital tool for promoting and
advertising food products. It provides food companies with an opportunity to engage with their
desired audience, create brand awareness, and drive consumer engagement. By utilizing social
media strategies, companies can reach a broader audience, gain valuable insights into consumer
behavior, and shape future marketing strategies.
1.3 STATEMENT OF THE PROBLEM
The problem statement is to investigate the impact of social media marketing on food
products. With the increasing use of social media platforms, food businesses are taking
advantage of these platforms to promote their products to a larger audience. However, it is
unclear how effective social media marketing is in influencing consumer behavior towards food
products.
Social media has become an important platform for businesses to engage with their
customers and promote their products. With the rise of food blogging, food influencers, and
online recipe sharing, social media has become a key channel for food businesses to reach their
target audience. However, it is unclear how effective these efforts are in driving consumer
behavior and influencing purchasing decisions.
One key consideration in studying the impact of social media marketing on food
products is the role of social influence. Social media platforms allow users to interact with
content and each other, which can influence their perception of a product or brand. For example,
if a popular food influencer posts a positive review of a product, it can lead to increased sales
and brand loyalty among their followers.
Another consideration is the potential for misleading advertising or false claims on

social media. The lack of regulation and oversight on social media platforms can make it
difficult to ensure that marketing claims are truthful and accurate. This can lead to consumer
skepticism and distrust towards marketing efforts on social media.
Overall, understanding the impact of social media marketing on food products is

important for businesses to effectively utilize these platforms and for consumers to make
informed decisions about the products they purchase.
One factor that can influence the effectiveness of social media marketing for food products is
the target audience. Different demographics use social media platforms in different ways and
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have varying preferences and attitudes towards food. For example, younger generations may
be more interested in trendy, health-conscious food products, while older generations may
prioritize convenience and familiarity.
Another factor to consider is the type of social media platform used for marketing
efforts. Different platforms have different features and user demographics, which can influence
the type of content that is effective. For example, visual platforms like Instagram and Pinterest
may be more effective for showcasing visually appealing food products, while platforms like
Twitter may be more effective for sharing timely promotions or engaging in customer service.
It is also important to consider the metrics used to measure the impact of social media
marketing efforts on food products. While metrics such as engagement, reach, and impressions
can provide valuable insights into the effectiveness of a campaign, it is important to also
consider more tangible metrics such as sales and revenue to determine the direct impact on the
business.
Finally, ethical considerations are important when studying the impact of social media
marketing on food products. This includes issues such as transparency in advertising,
responsible use of user data, and avoiding deceptive marketing tactics. By addressing these
ethical concerns, businesses can build trust and credibility with their audience, leading to more
effective marketing efforts.
1.4 OBJECTIVES OF THE STUDY:
The objectives of studying the impact of social media marketing on food products can help
businesses make informed decisions about their marketing strategies and provide valuable
insights into the effectiveness of social media as a marketing tool for food products. The
following are its specific objectives:
• To analyze the impact of social media influencers on consumer behavior towards food
products, including their role in shaping product perception, purchase intention, and
brand loyalty.
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• To identify the specific social media platforms that are most effective for marketing
food products to different target audiences, such as Instagram for younger generations
and Facebook for older generations.
• To investigate the impact of social media marketing on consumer health behaviors, such
as the promotion of healthy eating habits and the impact on food waste and
sustainability.
• To explore the role of social media marketing in shaping cultural attitudes towards food,
such as the promotion of food tourism and the impact of cultural appropriation.
• To determine the effectiveness of social media marketing on influencing consumer

behavior towards food products, including factors such as purchase intention, brand
loyalty, and product perception.
• To identify the key factors that influence consumer engagement with social media
marketing campaigns for food products, including content type, platform choice, and
target audience.
• To quantify the impact of social media marketing efforts on sales and revenue for food
businesses, and to understand the return on investment (ROI) of social media
marketing.
• To evaluate the ethical considerations of social media marketing for food products,
including issues such as truthfulness in advertising, consumer privacy, and responsible
use of user data.
• To provide recommendations and guidelines for food businesses to effectively utilize

social media marketing to promote their products, increase engagement, and drive sales.
1.5 SCOPE AND LIMITATIONS OF THE STUDY
1.5.1. SCOPE:
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Reach:
Social media allows food companies to reach a wider audience than traditional
advertising methods.
Engagement:
Social media platforms allow companies to engage with their customers directly and
receive feedback in real-time.
Influencer Marketing:
Social media is a popular platform for influencer marketing, where companies can
collaborate with influencers to promote their products.
Creativity:
Social media allows food companies to be creative with their marketing campaigns by
using different media types like videos, images, and interactive content.
Virality:
Social media campaigns can go viral quickly, increasing brand exposure and awareness.
1.5.2. Limitations:
Limited Targeting:
While social media allows for a wider reach, it may not be as effective at targeting
specific demographics as traditional marketing methods.
Negative Feedback:
Negative feedback on social media can spread quickly, potentially damaging a brand's
reputation.
Inauthenticity:
Social media users are often skeptical of overtly promotional content and may view it
as inauthentic.
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Regulatory Restrictions:
Food companies must comply with regulatory restrictions on social media, such as
labeling and advertising regulations.
Dependence on Platform Algorithms:
Social media platforms use algorithms that determine which content is shown to users,
making it challenging for companies to control the visibility of their content.
In conclusion, social media marketing can have a significant impact on food products,
but it is not without its limitations. Understanding these limitations and leveraging the scope of
social media marketing can help companies create effective campaigns and reach their target
audience.
1.6 NEED FOR STUDY
There is a growing need for research on the impact of social media marketing on food for
several reasons:
1.6.1. Influence on Consumer Behavior:
Social media has become an integral part of people's lives, and it has a significant impact
on their behavior. Social media platforms, such as Instagram, TikTok, and Facebook, are often
used to promote food products and brands. Therefore, it is essential to understand the impact
of social media marketing on consumer behavior and their food choices.
1.6.2. Increasing Popularity of Food Bloggers and Influencers:
With the rise of food bloggers and influencers on social media, food marketing has become
more complex. These influencers often endorse certain food products and create a buzz around
them, which can impact consumer behavior. Understanding the role of food bloggers and
influencers on social media can help brands develop effective marketing strategies.
1.6.3. Changing Food Consumption Habits:
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Social media has also played a role in changing food consumption habits. With the increased
visibility of new food trends and diets on social media, people are more likely to try new foods
and adopt new eating habits. Therefore, it is essential to understand how social media marketing
impacts these trends and how they affect consumer behavior.
1.6.4. Impact on Food Industry:
Social media has also disrupted the food industry. With the rise of online food delivery services
and virtual restaurants, social media has become an essential tool for food companies to reach
their target audience. Understanding the impact of social media marketing on the food industry
can help companies stay competitive and adapt to changing consumer behavior.
In conclusion, studying the impact of social media marketing on food is crucial for
understanding consumer behavior, the role of influencers, changing food consumption habits,
and the food industry.
1.7 RESEARCH DESIGN
1.7.1 METHODOLOGY
This study has been conducted only through primary data and secondary data.
To acquire the primary data questionnaire were used with different people in the target
population. The sample size was set at 102 respondents from various occupations and income
levels. The purposive sampling method was used. The respondents were selected from different
occupations. The questionnaires were designed to assess respondents' knowledge of the social
media marketing on food products, its causes, and its impact. The questionnaire was
administered to the selected respondents, and the data collected was analysed. The data
collected were edited, codified, and tabulated according to the needs of the study. The data were
further used for statistical analysis to draw inferences and conclusions about social media
marketing on food products and its causes, and its impact. The response was analysed and
interpreted with the help of statistical tools such as percentile analysis, mean score analysis and
garret ranking. The influences of the analysis are presented with the help of graphical and
tabular representation.
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1.7.2 DATA COLLECTION
The sample size was set at 102 respondents from various people. The purposive
sampling method was used. The respondents were 10 selected from different occupations. The
questionnaires were designed to assess respondents' knowledge of social media marketing on
food products, its causes, and its impact on changes in family budgets. The response was
collected from the respondents through google forms and then further analysed .
1.7.3 TOOLS USED
The data were analysed and interpreted with the help of statistical tools such as
percentile analysis, mean score analysis and garret ranking. The influences of the analysis are
presented with the help of graphical and tabular representation.
1.8 LIMITATIONS OF THE STUDY
Sample bias:
The survey results may not be representative of the entire population due to self-selection bias.
For example, people who are more interested in food or social media may be more likely to
respond to the survey, leading to biased results.
Limited scope:
The survey may only capture a narrow range of experiences and opinions. For instance, it
may not be possible to capture the full range of impacts that social media marketing has on
food, as this can vary by culture, region, and demographic group.
Social desirability bias:
Participants may be inclined to respond in a way that they believe is socially acceptable or
desirable, rather than providing an accurate representation of their true opinions and
experiences.
Recall bias:
Participants may not accurately remember their experiences with social media marketing or
may not be able to accurately recall the details of a specific marketing campaign.
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Difficulty in measuring impact:
Measuring the actual impact of social media marketing on food can be challenging, as there are
many factors that can influence consumer behaviour and attitudes towards food.
Time limitations:
The survey may not be able to capture the long-term effects of social media marketing on food,
as these effects may take time to manifest.
Language barriers:
The survey may not be accessible to non-native speakers or those who are not fluent in the
language used in the survey. This can limit the diversity of the sample and skew the results
towards a certain demographic group.
1.9 CHAPTERISATION
Chapter 1: It deals with the introduction to the study of the impact of the recession on middle-
class and business- class people in the country.
Chapter 2: It deals with the theoretical aspects of the study.
Chapter 3: It deals with the review of literature.
Chapter 4: It deals with the analysis and interpretation from the data collected from the
respondents.
Chapter 5: It deals with the findings, conclusion and suggestions from the data collected.
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CHAPTER- II
THEORITICAL ASPECTS OF THE

STUDY
CHAPTER-2
THEORTICAL ASPECTS OF THE STUDY
2.1 INTRODUCTION
Social media has become an increasingly important tool for food businesses to reach
and engage with their target audience. Social media marketing has enabled food businesses to
create and maintain a strong online presence, connect with customers in real-time, and promote
their products and services in a cost-effective manner.
There are several theoretical aspects that can be explored to understand the impact of
social media marketing on food. One such aspect is the theory of planned behaviour, which
suggests that a person's behaviour is influenced by their attitudes, subjective norms, and
perceived behavioural control. In the context of food marketing, this theory can be used to
understand how social media marketing can shape consumers' attitudes and subjective norms
towards food products, leading to changes in their behaviour.
Another theoretical framework that can be used to understand the impact of social
media marketing on food is the diffusion of innovation theory. This theory suggests that new
ideas, products, or technologies spread through society in a predictable pattern, with different
types of consumers adopting new ideas at different rates. In the context of food marketing, this
theory can be used to understand how social media marketing can help to promote new food
products, drive consumer interest, and accelerate the adoption of new food trends.
The social learning theory can also be used to understand the impact of social media
marketing on food. This theory suggests that people learn from observing others and imitating
their behaviour. In the context of food marketing, this theory can be used to understand how
social media marketing can influence consumers' food choices by showcasing popular food
trends and promoting certain food products as desirable and fashionable.
The impact of social media marketing on food can also be analysed through the lens of
social cognitive theory. This theory suggests that people learn through observation, imitation,
and modelling. In the context of food marketing, social cognitive theory can be used to
understand how social media platforms can influence consumers' beliefs, attitudes, and
behaviour towards food.
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Another theoretical framework that can be applied to the impact of social media
marketing on food is the theory of cognitive dissonance. This theory suggests that people
experience mental discomfort when they hold conflicting beliefs or values. In the context of
food marketing, this theory can be used to understand how social media marketing can help to
resolve cognitive dissonance by promoting food products or brands that align with consumers'
values and beliefs.
The concept of social capital can also be used to explore the impact of social media
marketing on food. Social capital refers to the social networks, relationships, and trust that
people have with each other, which can influence their behaviour and decision-making. In the
context of food marketing, social capital can be used to understand how social media marketing
can create and foster communities of food enthusiasts and influencers, who can drive the
adoption of new food products or trends.
Finally, the concept of consumer culture theory can be applied to the impact of social
media marketing on food. This theory suggests that consumer behaviour is influenced by
cultural norms, values, and beliefs. In the context of food marketing, consumer culture theory
can be used to understand how social media marketing can influence food consumption patterns
by promoting certain food products or brands that are associated with cultural values, such as
health, sustainability, or authenticity.
In conclusion, the theoretical frameworks discussed above can provide valuable insights
into the impact of social media marketing on food. Understanding the theoretical aspects of
social media marketing on food can help businesses to develop effective marketing strategies,
create engaging content, and connect with their target audience in meaningful ways.
2.2 IMPORTANCE
Social media marketing has become an increasingly important aspect of promoting and
advertising food products. The impact of social media marketing on food products is significant
because it can help increase brand awareness, boost sales, and even influence consumer
behaviour. Here are a few reasons why social media marketing is so important for food
products:
Increased visibility: Social media platforms like Instagram, Facebook, and Twitter provide
businesses with a unique opportunity to reach a large audience quickly and easily. By using
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hashtags, sharing engaging content, and partnering with influencers, food brands can increase
their visibility and reach potential customers who may not have heard of them otherwise.
Engagement with customers: Social media allows food brands to interact directly with
their customers, which can help build trust and loyalty. By responding to comments, addressing
concerns, and sharing behind-the-scenes content, food brands can create a sense of community
and foster a deeper connection with their audience.
Influencer marketing: Social media influencers can have a significant impact on

consumer behaviour, especially when it comes to food products. Partnering with influencers
who have a large following can help food brands increase their reach and credibility, and can
also help drive sales.
User-generated content: Social media platforms are a great place for customers to share
their experiences with food products. By encouraging users to share photos and reviews of their
products, food brands can create a sense of authenticity and trust that can be difficult to achieve
through traditional advertising.
Cost-effective: Social media marketing is often more cost-effective than traditional forms
of advertising. While traditional advertising methods like TV and print ads can be expensive,
social media platforms offer a range of advertising options that can be tailored to fit any budget.
Targeted advertising: Social media platforms like Facebook and Instagram allow
businesses to target specific demographics with their advertising. This means that food brands
can ensure their ads are being seen by the people most likely to buy their products, making
their advertising efforts more effective and efficient.
Brand storytelling: social media provides food brands with the opportunity to tell their
story and share their values with their audience. By sharing behind-the-scenes content,
highlighting their ingredients and production processes, and showcasing their brand
personality, food brands can create a deeper connection with their customers and differentiate
themselves from competitors.
Customer insights: Social media platforms provide food brands with valuable insights into
their customers' preferences, behaviours, and opinions. By analysing engagement metrics,
comments, and reviews, food brands can gain a better understanding of what their customers
like and dislike, and can use this information to improve their products and marketing efforts.
16
Word-of-mouth marketing: Social media platforms provide a space for customers to
share their experiences with food products, which can lead to word-of-mouth marketing. When
customers share positive experiences with their followers, it can help increase brand awareness
and credibility, and can lead to more sales.
Overall, social media marketing has become an essential tool for food brands looking
to promote their products and connect with customers. By leveraging the power of social media,
food brands can increase their visibility, engage with customers, and ultimately drive sales and
grow their business.
2.3 ADVANTAGES
Social media marketing can have several advantages for promoting food products,
including:
Wider Reach: Social media platforms like Facebook, Instagram, and Twitter have a vast
user base that can be leveraged to reach a wider audience. By using targeted advertising,
businesses can reach users who are interested in food products and have a high potential of
becoming customers.
Engaging Content: social media allows businesses to create engaging content that can
attract and retain the attention of potential customers. This can include eye-catching visuals,
videos, and interactive content that can showcase the product in a fun and interesting way.
Cost-Effective: Social media advertising can be a cost-effective way of reaching a large

audience compared to traditional advertising methods like TV or print ads. Businesses can also
track their advertising spend in real-time and adjust their strategy as needed.
Building Brand Loyalty: social media allows businesses to build a loyal following by
interacting with customers, responding to their queries, and showcasing the brand's personality.
This can help to create a community around the brand and foster a sense of loyalty among
customers.
Real-Time Feedback: social media provides businesses with real-time feedback on their
products and marketing campaigns. This can help businesses to make quick adjustments to their
strategy based on customer feedback and preferences.
17
Influencer Marketing: Social media platforms have also given rise to influencer
marketing, where businesses can partner with popular social media influencers to promote their
products. Influencers have a large following and can provide an authentic endorsement of the
product, which can be highly effective in promoting the product to their followers.
Targeted Advertising: Social media platforms offer highly targeted advertising options
that allow businesses to target specific demographics, interests, and behaviours. This can help
to ensure that the advertising reaches the right audience, increasing the chances of conversion.
Increased Sales: By promoting food products on social media, businesses can increase their
sales and revenue. Social media can drive traffic to e-commerce sites and brick-and-mortar
stores, and provide an easy and convenient way for customers to purchase products.
Improved Customer Service: social media can also be used as a customer service tool,
allowing businesses to respond to customer inquiries and complaints quickly and efficiently.
This can help to improve customer satisfaction and loyalty.
Data Analysis: Social media platforms provide businesses with valuable data on user
behaviour, preferences, and engagement. By analysing this data, businesses can gain insights
into their target audience and make data-driven decisions to improve their marketing strategy.
In conclusion, social media marketing offers a range of advantages for promoting food
products, including influencer marketing, targeted advertising, increased sales, improved
customer service, and data analysis. These benefits can help businesses to effectively promote
their products, reach a wider audience, and increase their revenue.
2.4 DISADVANTAGES
While social media marketing can have many advantages for promoting food products,
it is also important to consider the potential disadvantages, such as:
Oversaturation: With so many businesses promoting their products on social media, it can
be challenging to stand out and get noticed. This can lead to oversaturation of the market,
making it difficult to gain a competitive edge.
18
Negative Feedback: social media also opens businesses to negative feedback and criticism,
which can damage the brand's reputation. Negative reviews or comments can spread quickly
on social media, leading to a loss of credibility and customer trust.
Cost: While social media advertising can be cost-effective compared to traditional advertising
methods, it still requires an investment of time and resources. Additionally, businesses may
need to hire social media managers or agencies to create and manage their social media
campaigns, which can be expensive.
Platform Changes: Social media platforms are constantly evolving and changing their
algorithms, which can impact the effectiveness of a business's marketing strategy. Changes in
algorithms or policies can result in reduced visibility or reach, which can negatively impact the
success of a social media campaign.
Data Privacy Concerns: Social media platforms have come under scrutiny for their
handling of user data and privacy concerns. Businesses must be careful when collecting and
using user data, to ensure that they follow regulations and ethical standards.
Overall, while social media marketing can be effective in promoting food products,
businesses should be aware of the potential disadvantages, such as oversaturation, negative
feedback, cost, platform changes, and data privacy concerns. By taking these factors into
account and developing a comprehensive strategy, businesses can maximize the benefits of
social media marketing while mitigating the risks.
19
CHAPTER- III
REVIEW OF LITERATURE
CHAPTER-3
REVIEW OF LITERATURE
3.1 INTRODUCTION
Social media marketing has become a popular tool for businesses, including those in the
food industry, to promote their products and services. The impact of social media marketing on
food products has been the subject of extensive research in recent years, and a review of the
literature can provide valuable insights into the ways in which social media marketing can
influence consumers' attitudes, behaviours, and preferences towards food.
Research studies have examined the impact of social media marketing on various aspects of
the food industry, including food product sales, brand awareness, and customer engagement.
The review of the literature on social media marketing and food products can help to identify
trends, patterns, and gaps in existing research, and provide guidance for future studies.
The review of the literature on social media marketing and food products can also highlight the
theoretical frameworks that have been used to understand the impact of social media on
consumer behaviour, such as the theory of planned behaviour, social cognitive theory, and the
diffusion of innovation theory. By analysing the existing literature, researchers can identify the
most effective social media marketing strategies for food products and the most effective ways
to measure the impact of social media on consumer behaviour.
Furthermore, the review of the literature on social media marketing and food products can
provide insights into the ethical and social issues that arise from the use of social media
marketing in the food industry, such as the promotion of unhealthy food products, the use of
misleading advertising, and the influence of social media influencers on consumer behaviour.
Overall, a review of the literature on social media marketing and food products can provide
valuable insights into the impact of social media on the food industry, and can help businesses
to develop effective marketing strategies that meet the needs and preferences of their target
audience while also promoting healthy and sustainable food consumption.
3.2 INDIAN REVIEW OF LITERATURES
20
Jalal Rajeh Hanaysha (2022), The literature review published in the international journal
of information management data insights on the topic called impact of social media marketing
features in the fast-food industry. The author revealed that how social media marketing impact
the consumers purchase decision in the fast-food industry.
Sheshadri Chatterjee (2020), In this journal the author said about how small and medium
enterprises use social media marketing and what is the impact. I think this study contributes to
existing literature on the impact of SMM in SMEs in an emerging economy.
Gauri Girish Jadhav (2023), In journal of Indian business, the author said about digital
marketing and its impact on SMEs. I think this study will give theoretical analysis of various
benefits received by SMEs because of digital marketing in the different capacities helping
organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs
on their various performances in rural as well as in the urban areas. This study will give further
scope for digital marketers to approach those industries specifically at rural parts of the nation
for bringing change into their marketing operations and for increasing turnover using digital
marketing.
Rekha Dahiya (2018), on journal of global marketing. The effect of digital marketing
communication on product categories like books, music, fashion accessories, clothing,
banking, and online gaming etc. has been well researched by the researchers; but automobile
industry despite being one of the largest digital spenders has faced dearth of academic studies
especially in India. The present study aims to understand the effect of digital marketing
communication on consumer buying decision process in Indian passenger car market. Mixed
methodology was adopted for the study. I think the study also confirmed that although
customers appreciate the usage of digital channels throughout the decision-making journey,
still they do not book a car online.
3.3 FOREIGN REVIEW OF LITERATURE
Limin Buchanan (2017), The purpose of this paper is to exposure to digital marketing enhances
young adults’ interest in energy drink. Young adults experience faster weight gain and consume
more unhealthy food than any other age groups. The impact of online food marketing on
“digital native” young adults is unclear. This study examined the effects of online marketing
on young adults’ consumption behaviours, using energy drinks as a case example. The
elaboration likelihood model of persuasion was used as the theoretical basis This study draws
21
public health attentions to young adults, who to date have been less of a focus of researchers
but are influenced by online food advertising.
Reto Felix (2017), The literature on social media marketing remains fragmented and is focused
on isolated issues, such as tactics for effective communication. The current research applies a
qualitative, theory-building approach to develop a strategic framework that articulates four
generic dimensions of strategic social media marketing. I think Furthermore, managers can
apply the framework to position their organizations on these four dimensions in a manner
consistent with their overall corporate mission and objectives.
Becky Freeman (2014), The literature based on food and beverage marketing on Facebook.
From this I think using the interactive and social aspects of Facebook to market products,
EDNP food brands capitalize on users’ social networks and magnify the reach and personal
relevance of their marketing messages.
Yu-Qian Zhu, Houn-Gee Chen (2015), From this article its present using the interactive and
social aspects of Facebook to market products, EDNP food brands capitalize on users’ social
networks and magnify the reach and personal relevance of their marketing messages.
Paramaporn Thaichon (2016), This study investigates the impact of online advertising on social
network sites on children's intention to consume fast food in Australia. The study adopted a
qualitative, inductive approach to data collection using a sample of 30 Australian children who
use social network sites and their parents. It was found that fast food advertisements on social
networking sites could manipulate the young audience members in terms of their purchasing
likelihood, views on fast food, and eating habits. The results from the interviews also indicated
that peer pressure is an important element of online communications on social networking sites.
By showing their advertisements to a group of young consumers, companies can create a sense
of socialization and associate their product with a community. This study is one of the first to
consider broad aspects of children's perception of marketing communications on social
networking sites in the context of the fast-food industry.
Ali Ahmed Abdelkader (2018), I think from this article the author used to detect the impact of
rumours on social media on the purchasing behaviour of food products. The descriptive
approach on four rumours related to food products were identified in the Egyptian market. A
sample of 387 participants were selected from consumers who use Facebook in Egypt. The
primary data was collected via an E-Questioner method. The results indicated that there is a
significant relationship between the rumours on social media, and purchasing behaviour of food
products. There is also a significant difference between the products and the impact of rumours.
22
These results assure the importance of social media and its impact on a customer's decision to
purchase food products. This article not only explains the importance of rumours on social
media in the food sector but also enhances the understanding of the influence of social media
on consumer's behaviour. It also provides some insights for facing the rumours. Organizations
are advised to adopt social media in their business.
Antonella Samoggia (2019), From this journal the author used to provide insights into how
retailers use social media and provides an overview of how retailers manage their social media
communication in one of the most promising food product categories. Retailers manage social
media communication content cautiously to minimise controversial issues. This study provides
insights into the need to more effectively target the increasing number of social media users.
Maja Seric (2018), From this journal the author revealed on, number of studies agree on the
fact that social media users tend to trust more the contents created by other users than those
generated by companies’ marketing departments or advertising agencies. However, little is
known regarding whether social media can enhance brand trust and other brand relationship
outcomes that are deemed critical to the hospitality marketing literature. This paper seeks to
offer some important insight on this issue by examining the impact of consumer-generated
reviews on social media on four main pillars of the relationship marketing paradigm, i.e.,
satisfaction, trust, commitment, and loyalty. The inter-relationship between brand outcomes is
also examined. The findings suggest that consumer-generated reviews on social media exert a
direct impact on affective brand commitment and an indirect impact on brand loyalty. However,
their influence on brand satisfaction and trust appears to be insignificant. The interrelationship
between brand relationship outcomes is also corroborated.
Frans Folkvord (2019), Integrating recent research and existing knowledge on food marketing
and its effects on the eating behaviour of children, adolescents, and adults, this timely collection
explores how food promotion techniques can be used to promote healthier foods. Numerous
factors influence what, when, and how we eat, but one of the main drivers behind the unhealthy
dietary intake of people is food marketing. Bringing together important trends from different
areas of study, with state-of-the-art insights from multiple disciplines, the book examines the
important factors and psychological processes that explain the effects of food marketing in a
range of contexts, including social media platforms. The book also provides guidelines for
future research by critically examining interventions and their effectiveness in reducing the
impact of food marketing on dietary intake, in order to help develop new research programs,
legislation, and techniques about what can be done about unhealthy food marketing. With
research conducted by leading scholars from across the world, this is essential reading for
23
students and academics in psychology and related areas, as well as professionals interested in
food marketing and healthy eating.
Heri Erlangga (2021), Marketing is an important part of the management of a company in order
to achieve success in achieving company goals. This study aims to determine the influence of
social media-based digital marketing on purchasing decisions for SMEs products. The study
was conducted in Banten Province by taking a total sample of 210 respondents with a sample
of using random sampling technique. Data collection through observation and questionnaires.
The data analysis technique was performed using simple linear regression analysis with SPSS
software. Based on the results of the research and discussion above, it can be concluded that
social media marketing has a significant influence on purchasing decisions on SMEs products.
Overall, there is a positive influence between social media marketing variables and SMEs
product purchasing decisions.
Emma Boyland (2020), From this journal the author revealed on, one area that has attracted
considerable attention as a modifiable risk factor for unhealthy diets and weight gain is digital
marketing. The proliferation of digital food and beverage marketing has led to concerns about
the influence of this type of exposure on the health and wellbeing of children, particularly given
their cognitive and developmental vulnerabilities. In recent years, there has been a substantial
shift in children’s media practices, from the dominance of television viewing to increasing time
being spent online, including social media and content-sharing platforms (e.g., YouTube),
subscription video on demand services (e.g., Netflix) and games (e.g., Fortnite). Globally,
onethird of internet users are children and they are online for an average of approximately 15
h per week, typically via portable.
Jennifer L Harris (2021), From this journal the author examines current research on how
adolescents are influenced by junk food marketing; inform proposed policies to expand food
marketing restrictions to protect children up to age 17. Adolescents may be even more
vulnerable to junk food marketing appeals than younger children.
24
CHAPTER- IV
ANALYSIS & INTERPRETATION
CHAPTER 4
ANALYSIS AND INTERPRETATION
4.1. INTRODUCTION:
Analysis and interpretation are critical processes that help to make sense of data and
information. These processes involve examining data and information to identify patterns,
relationships, and trends, and then using this knowledge to draw conclusions and make
decisions. Analysis and interpretation are critical processes that help to make sense of data and
information. These processes involve examining data and information to identify patterns,
relationships, and trends, and then using this knowledge to draw conclusions and make
decisions. Analysis is the process of breaking down complex data or information into smaller,
more manageable parts to better understand it. Interpretation, on the other hand, involves
explaining the meaning of the data and its significance. Both analysis and interpretation are
crucial for decision-making in various fields, including business, finance, healthcare,
education, and research. They help to provide insights and clarity on complex problems and
decision-making.
25
4.2. GENDER WISE CALCULATION
TABLE 1.1
GENDER FREQUENCY PERCENTAGE (%)
MALE 62 60.8
FEMALE 39 38.2
TRANSGENDER 1 1
INTEPRETATION:
The above table reveals that most people in the population are Male (60.8%). The
Female gender category makes up (38.2%) of the population, and the Transgender category makes
up (1%). It is concluded that most (60.8%) of the respondents are male.
26
CHART 1.1
27
4.3. AGE GROUP OF THE RESPONDENT
TABLE 1.2
AGE FREQUENCY PERCENTAGE

(%)
12-20 51 50
21-35 39 38.2
36-60 12 11.8
INTERPRETATION;
The survey has attracted respondents from a wide range of age groups, with participants
ranging from 12 to over 60 years old and above. The survey participants are distributed across
various age groups, with the highest number of respondents falling in the age group of 12-20
(51 respondents). The next most represented group is 21-35, with 39 respondents. The
frequency of respondents decreases as the age groups increase, with the smallest number of
respondents in the age group of 36-60 (12 respondents). It is concluded that most (50%)
respondents in the population are between the ages of 12 and 20 years.
28
CHART 1.2
29
4.4. PLACE OF THE RESPONDENT
TABLE 1.3
PLACE FREQUENCY PERCENTAGE (%)
RURAL 52 51
URBAN 50 49
INTERPRETATION:
The table shows the number of respondents and the percentage of

the total respondents who live in two types of residences: Rural, Urban.
According to the table:
➢ 52 respondents, or 51% of the total respondents, live in Rural areas.
➢ 50 respondents, or 49% of the total respondents, live in Urban areas.

It is concluded that most (51%) of the respondents reside in the Rural areas.
30
CHART 1.3
31
4.5. In terms of increasing brand awareness, which of the following social
media platforms do you feel is the most effective for promoting food
products?
TABLE 1.4
PLATFORMS FREQUENCY PERCENTAGE (%)
FACEBOOK 8 7.8
INSTAGRAM 53 52
YOUTUBE 32 31.4
OTHERS 9 8.8
INTERPETATIONS:
Brand awareness is important for every social media platform to increase the audience. In that
way this survey question was on which social media platform is most effective for promoting
food products. The results shows that 7.8% of people says Facebook and 52% of people says
Instagram and 31.4% people say YouTube and 8.8% of people says others.
It is concluded that most (52%) of people feeling that Instagram as most effective for promoting
food products in social media platforms in terms of brand awareness.
32
CHART 1.4
33
4.6. How important do you think building customer relationships is, when it
comes to promoting food products on social media?
TABLE 1.5
IMPORTANCE FREQUENCY PERCENTAGE (%)
NOT IMPORTANT 10 9.8
SOMEWHAT 34 33.3
IMPORTANT
VERY IMPORTANT 44 43.1
EXTREMELY 14 13.7
IMPORTANT
INTERPRETATION:
This survey question was based on importance of customer relationships in promoting food
products on social media. The results shows that 9.8% people feel not important and 33.3%
people feel somewhat important and 43.1% people feel very important and 13.7% people feel
extremely important.
It is concluded that majority 43.1% of respondents believed the building customer

relationship is very important.
34
CHART 1.5
35
4.7. Which of the following strategies, do you believe, would be most effective
in enhancing customer engagement with food products on social
media?
TABLE 1.6
STRATEGIES FREQUENCY PERCENTAGE (%)
HOSTING CONTESTS 23 22.5

AND GIVEAWAYS
CREATING USER –
GENERATED 27 26.5
CONTENT
CAMPAIGNS
LIVE STREAMING
EVENTS AND 22 21.6
PROMOTIONS
ALL OF THE ABOVE 30 29.4
INTERPRETATION:
This survey question was based on strategies that was most effective in enhancing
customer engagement with food products on social media. The results shows that 22.5% people
prefer hosting contests and 26.5% people prefer creating user generated content and 21.6%
people prefer live streaming and finally 29.4% prefer all the above options.
This shows that the people prefer all the 4 options 29.4% strategies that as most effective
in enhancing customer engagement with food products on social media.
36
CHART 1.6
37
4.8. To gain insights into customer preferences for food products, which of
the following social media metrics do you think is the most valuable?
TABLE 1.7
METRICS FREQUENCY PERCENTAGE

(%)
LIKES AND 18 17.6

SHARES
COMMENTS AND 47.1

REVIEWS 48
CLICK-THROUGH
RATES 19 18.6
FOLLOWER
GROWTH 17 16.7
INTERPETATION;
This survey says about metrics which are more valuable in gaining customer preferences for
food products. The results say that people choose 17.6% in likes and shares ,47.1% in
comments and review,18.6% in click-through rates,16.7% in followers’ growth. The results
says that comments and review was the best metrics in gaining customers preferences in food
products.
38
CHART 1.7
39
4.9. How important, do you believe, social media is in terms of improving
brand reputation for food products?
TABLE 1.8
SOMEWHAT
IMPORTANT 30 29.4
EXTREMELY
IMPORTANT 23 22.5
INTERPRETATION:
This question was based on the importance of social media in improving brand reputation for
food products. The results shows that 37.3% people feel important and 29.4% people feel
somewhat important and 22.5% people feel extremely important and 10.8% people feels not
important.
The results says that most 37.3 of the respondents says it is very important in improving brand
reputation.
40
CHART 1.8
41
4.10. Which of the following social media platforms do you think is the most
effective for promoting food products to a younger audience?
TABLE 1.9
TIK TOK 6 5.9
INSTAGRAM 65 63.7
SNAPCHAT 19 18.6
OTHERS 12 11.8
INTERPRETATION:
Attracting younger audience was always an important one for social media platform to
increase their brand. In this survey people prefer Tik Tok 5.9% and Instagram 63.7% and
snapchat 18.6% and others 11.8%.
This survey results says that people think that Instagram (63.7%) is the most effective for
promoting a food product to the younger audience.
42
CHART 1.9
43
4.11. How important do you think it is for food companies to engage with
customers on social media to build relationships?
TABLE 1.10
NOT IMPORTANT 10 9.8%
SOMEWHAT 37 36.3%
IMPORTANT
VERY IMPORTANT 43 42.2%
EXTREMELY 12 11.8%
IMPORTANT
INTERPRETATION:
The above table reveals that the customers feel it is very important (42.2%) for the food
companies to engage with customers on social media to build relationships.
44
CHART 1.10
45
4.12. Which of the following social media tactics do you think is most effective
in promoting food products to a local audience?
TABLE 1.11
TACTICS FREQUENCY PERCENTAGE (%)
RUNNING LOCAL
SOCIAL MEDIA ADS 17 16.7%
PARTNERING WITH
LOCAL INFLUNCERS 29 28.4%
PROMOTING LOCAL
EVENTS AND 21 20.6%
PROMOTIONS
ALL OF THE ABOVE 35 34.3%
INTERPRETATION:
Attracting the local people by giving various facilities to them is one of the modern strategies
that the social media use. In that way the above table reveals that the people feels that all the
above four option (34.3%) is suitable tactics for attracting the local audience.
46
CHART 1.11
47
effective for promoting healthy and sustainable food products?
TABLE 1.12
PINTEREST ` 16 15.7
INSTAGRAM 39 38.2
YOUTUBE 34 33.3
OTHERS 13 12.7
INTERPRETATION:
Nowadays customers start giving priority to the social media platforms which provides
healthy and sustainable food products. From the above table people feels that Instagram
(38.2%) was giving more priority to the healthy ty and sustainable products.
48
CHART 1.12
49
4.14. How important do you think it is for food companies to use social media
to showcase their product innovation and new releases?
TABLE 1.13
SOMEWHAT
IMPORTANT 36 35.3

EXTREMELY
IMPORTANT 24 23.5
NOT IMPORTANT 6 5.9
INTERPRETATION:
From the above table we able to get the same percentage for both somewhat
important and very important (35.3%). People feels that it is both somewhat important and very
important for the social media platforms to showcase their product innovation and new releases.
50
CHART 1.13
51
4.15. How much ratings do you give for social media platforms for promoting
food Products.
TABLE 1.14
PARTICULARS/RATINGS 1 2 3 4 5 6 7 8 9 10
INSTAGRAM 18 11 8 26 4 6 8 5 4 12
TWITTER 12 20 23 11 12 6 7 3 5 3
FACEBOOK 10 15 17 15 17 10 6 4 4 4
YOUTUBE 11 10 11 21 8 10 6 4 7 14
TIKTOK 21 14 13 19 12 5 6 5 4 3
SNAPCHAT 20 8 21 17 11 8 9 3 3 2
LINKEDIN 26 16 18 11 8 9 5 2 4 3
PINTEREST 22 12 20 14 9 7 5 10 1 2
TELEGRAM 23 25 14 8 9 4 6 6 4 2
REDDIT 29 18 10 13 8 7 2 5 6 3
INTERPRETATION:
It is very important to gather the ratings of the public in the social media
marketing on food products. The above table explain the ratings that was given by the public
in the basis of social media marketing.
52
CHART 1.14
53
to educate customers about their products and ingredients?
TABLE 1.15
USEFULL 52 51
IMPORTANT 23 22.5
MUST 14 13.7
SOMEWHAT
IMPORTANT 1 1
INTERPRETATION:
The above table presents that people feels that it is useful (51%) that it is useful
for the food companies to use social media to educate customers about their products and
ingredients.
54
CHART 1.15
55
in generating leads and sales for food products?
TABLE 1.16

RUNNING SOCIAL
MEDIA CONTEST 31 30.4
PROMOTING
DISCOUNTS AND 24 23.5
COUPONS
CREATING
COMPELLING 22 21.6
VISUAL
INTERPRETATION:
From the above table we can see that all four options are evenly shaped but people
giving lit bit edge to Running social media contest (30.6%). People may feel that running social
media contest will be most effective in generating leads and sales for food products.
56
CHART 1.16
57
4.18. Which social media platforms do you think has not good in promoting
food products?
TABLE 1.17
PINTEREST 24 23.5
LINKEDIN 36 35.3
SNAPCHAT 43 42.2
OTHERS 26 25.5
INTERPRETATION:
In this question we asked people about social media platforms which is not good in
promoting food products. Different types of people given different answers but majority of
people has felt that snapchat (42.2%) is not good in promoting food products in social media.
58
CHART 1.17
59
4.19. How important do you think it is for food companies to incorporate user-
generated content (UGC) into their social media marketing strategies?
TABLE 1.18

USEFULL 39 38.2
IMPORTANT 39 38.2
MUST 9 8.8
SOMEWHAT 1 1
IMPORTANT
INTERPRETATION:
From the above table people feels that, It is useful and important (both 38.2%) for
food companies to incorporate user generated content (UGC) into their social media marketing
strategies.
60
CHART 1.18
61
4.20. As per your opinion, How the social media marketing has impacted the
food industry.
TABLE 1.19
PARTICULARS FREQUENCY PERCENTAGE (%)
INCREASED
EXPOSURE 18 17.6
INFLUENCER
MARKETING 32 31.4
TARGETED
ADVERTISING 31 30.4
INCREASED
COMPETITION 21 20.6
INTERPRETATION:
From this table we can get the information about impact of social media marketing on
food products. Many people think that social media marketing has impacted the food industry
in influencer marketing (31.4%). Targeted advertising has almost got the similar number of
votes.
62
CHART 1.19
63
4.21. What are some challenges do you think in using social media marketing
food products?
TABLE 1.20
CHALLENGES FREQUENCY PERCENTAGE (%)
AD FATIGUE 34 33.3
OVERCROWDED
MARKET 26 25.5
NEGATIVE
FEEDBACK 24 23.5
BALANCING
AUTHENTICITY AND 18 17.6
PROMOTIONS
INTERPRETATION:
From the above table we can get the information about the challenges that the public
faced while using social media marketing for food products. Most of the people feels that ad
fatigue (33.3%) is the main challenges of using social marketing for food products.
64
CHART 1.20
65
in building brand awareness for food products?
TABLE 1.21
INFLUENCER
PARTNERSHIPS AND 21 20.6
COLLABRATIONS
SOCIAL MEDIA ADS 31 30.4
BRAND-SPONSORED
EVENTS 26 25.5
INTERPRETATION:
Building brand awareness in food products is more effective for improving their
company. From the above question we can get that most of the people prefer social media ads
(30.4%) as the main effective in building brand awareness for food products.
66
CHART 1.21
67
effective for promoting luxury food products?
TABLE 1.22
INSTAGRAM 36 35.3
YOU TUBE 34 33.3
FACEBOOK 22 21.6
OTHERS 10 9.8
INTERPRETATION:
Luxury products are always had a high demand in the market. From the above
questions we can get that people feels that Instagram (35.3%) is the best social media platform
for promoting luxury food products.
68
CHART 1.22
69
to showcase their product quality and safety standards?
TABLE 1.23
SOMEWHAT
IMPORTANT 37 36.3
EXTREMELY
IMPORTANT 16 15.7
INTERPRETATION:
From this table many people think that it is somewhat important (36.3) for food companies
to use social media to showcase their product quality and safety standards.
70
CHART 1.23
71
CHAPTER- V
FINDINDINS, CONCLUSION &
SUGGESTIONS
CHAPTER-5
FINDINGS, CONCLUSION & SUGGESTIONS
5.1 INTRODUCTION
This chapter provides an overview of the research findings, the conclusions that can be drawn
from the data collected, and recommendations for future action.
The "Findings" section presents the results of the research or analysis, outlining the key
findings and presenting them in a clear and concise manner. This section provides the raw data
and information that forms the basis for the subsequent analysis and interpretation.
The "Suggestions" section provides recommendations for future action based on the findings
and conclusions presented in the report. This section helps to identify opportunities for
improvement or further research and may also outline specific actions that should be taken to
address any identified issues.
The "Conclusion" section presents a summary of the main findings and their implications. This
section helps to tie together the various threads of the research, presenting a coherent narrative
that highlights the key takeaways and insights.
5.2 FINDINGS
 Most responds in gender are from male (60.8%)

 Mostly 12-20 age people has responded in this survey (50%)
 Many people who responded in this survey are from urban places (51%)
 Many people have thought that Instagram is the platform is most effective for promoting
food products (52%)
 Many people have thought that it is very important for social media to build customer
relationships in promoting food products on social media (43.1%)
 Majority of people think that comments and review are the most important tactics to gain
insights into customers preferences for food products (47.1%)
 Many people feels that TikTok is not good in promoting food products to a younger
audience (5.9%). And they think Instagram is good in promoting food products to the
younger audience (63.7%).
72
 Many people think that it is very important for the food companies to engage with
customers on social media to build relationships (42.2%)
 People feels that it is both somewhat important and very important for the social media
platforms to showcase their product innovation and new releases.
 The results shows that 22.5% people prefer hosting contests and 26.5% people prefer
creating user generated content and 21.6% people prefer live streaming and finally 29.4%
prefer all the above options. This shows that the people prefer all the 4 options 29.4%
strategies that as most effective in enhancing customer engagement with food products on
social media.
 The results say that people choose 17.6% in likes and shares ,47.1% in comments and
review,18.6% in click-through rates,16.7% in followers’ growth. The results says that
comments and review was the best metrics in gaining customers preferences in food
products.
 Attracting the local people by giving various facilities to them is one of the modern
strategies that the social media use. In that way the above table reveals that the people feels
that all the above four option (34.3%) is suitable tactics for attracting the local audience.
 Nowadays customers start giving priority to the social media platforms which provides
healthy and sustainable food products. From the above table people feels that Instagram
(38.2%) was giving more priority to the healthy ty and sustainable products.
 people feels that it is useful (51%) that it is useful for the food companies to use social
media to educate customers about their products and ingredients.
 people giving lit bit edge to Running social media contest (30.6%). People may feel that
running social media contest will be most effective in generating leads and sales for food
products.
 Building brand awareness in food products is more effective for improving their company.
From the above question we can get that most of the people prefer social media ads (30.4%)
as the main effective in building brand awareness for food products.
 Different types of people given different answers but majority of people has felt that
snapchat (42.2%) is not good in promoting food products in social media.
73
5.3 SUGGESTIONS:
According to the statistics, majority of people are from different places and has have different
culture. Everyone in this world has use social media. And we also got lot of information about
the impact of social media marketing on food products. Many people have preferred Instagram
has a best social media platform for promoting food products through social media. So, my
suggestion is to go with the trend and see which platform did you feel comfortable in ordering
food products.
5.4 CONCLUSION:
The impact of social media marketing on the food industry has been significant. Social media
platforms like Facebook, Instagram, and Twitter have provided businesses in the food industry
with new and powerful ways to connect with consumers, build their brand, and increase sales.
One of the key advantages of social media marketing for food businesses is the ability to reach
a large and diverse audience. Social media platforms provide businesses with the tools to target
specific demographics and reach potential customers who may not have been reachable through
traditional advertising methods.
Social media marketing also allows food businesses to engage with their customers on a more
personal level. By creating engaging content, responding to comments and questions, and
sharing customer-generated content, businesses can build strong relationships with their
customers, foster loyalty, and increase brand advocacy.
Another advantage of social media marketing for the food industry is the ability to showcase
their products visually. Food is inherently visual, and platforms like Instagram and Pinterest
allow businesses to showcase their products in a way that is both enticing and shareable.
In addition to the benefits mentioned above, social media marketing has also allowed food
businesses to gather valuable insights into their customers' preferences and behaviours. By
analysing social media data, businesses can identify trends, measure the effectiveness of their
marketing campaigns, and make data-driven decisions to improve their overall marketing
strategy.
Social media marketing has also led to the rise of influencer marketing in the food industry.
Influencers are individuals with large social media followings who can promote products and
brands to their followers. Many food businesses have collaborated with influencers to reach
new audiences and increase brand awareness.
74
However, there are also potential drawbacks to social media marketing in the food industry.
One risk is the potential for negative feedback or reviews to go viral on social media, which
can damage a business's reputation. Additionally, social media algorithms can change
frequently, and businesses need to stay up to date with these changes to ensure their content is
being seen by their target audience.
Overall, social media marketing has had a significant impact on the food industry, providing
businesses with new ways to reach and engage with consumers. As social media continues to
evolve, it will be important for businesses to adapt their marketing strategies accordingly to
stay competitive in the market.
75
BIBLIOGRAPHY
BIBLIOGRAPHY
https://www.sciencedirect.com/science/article/pii/S2667096822000453
https://www.tandfonline.com/doi/abs/10.1080/19368623.2017.1340219
https://www.sciencedirect.com/science/article/pii/S1054139X09001499
https://books.google.com/books?hl=en&lr=&id=DOCsDwAAQBAJ&oi=fnd&pg=PP1&dq=i
mpact+of+social+media+marketing+on+food+&ots=WXoXhgFPbj&sig=D3ZzasctvVXoOE
frvLKnWxBWYls
https://journals.sagepub.com/doi/pdf/10.1177/2278682117715359
https://www.karger.com/Article/Abstract/506413
https://link.springer.com/chapter/10.1007/978-1-4614-5511-0_10
https://www.mdpi.com/258368 https://onlinelibrary.wiley.com/doi/abs/10.1111/ijpo.12508
76
ANNEXURES
ANNEXURES QUESTIONNAIRE
1.Name
2.Age
*12-20
*21-30
*36-60
3.Place of residence
*Rural
*Urban
4. In terms of increasing brand awareness, which of the following social media platforms do
you feel is the most effective for promoting food products?
*Facebook
*Instagram
*YouTube
* Others
5. How important do you think building customer relationships is, when it comes to
promoting food products on social media?
* Not important
* Somewhat important
*Very important
*Extremely important
6. Which of the following strategies, do you believe, would be most effective in enhancing
customer engagement with food products on social media?
77
*Hosting contests
*Content campaigns
*Live streaming events
*All the above
7. To gain insights into customer preferences for food products, which of the following social
media metrics do you think is the most valuable?
*Likes and shares
*Comments and review
*Click through rates
*Followers growth
8. How important, do you believe, social media is in terms of improving brand reputation for
food products?
*Not important
*Somewhat important
*Very important
9. Which of the following social media platforms do you think is the most effective for
promoting food products to a younger audience?
*Tik Tok
*Instagram
*Snapchat
* Others
10. How important do you think it is for food companies to engage with customers on social
media to build relationships?
78
* Not important
* Somewhat important
* Very important
Extremely important
11. Which of the following social media tactics do you think is most effective in promoting
food products to a local audience?
*Local social media ads
*Partnering with local influencers
*Promoting local events
* All of the above
12. Which of the following social media platforms do you think is the most effective for
promoting healthy and sustainable food products?
* Pinterest
*Instagram
*YouTube
* Others
13. How important do you think it is for food companies to use social media to showcase their
product innovation and new releases?
*Not important
*Somewhat important
*Very important
14. How much ratings do you give for social media platforms for promoting food Products.
PARTICULARS/RATINGS 1 2 3 4 5 6 7 8 9 10
INSTAGRAM
79
TWITTER
FACEBOOK
YOUTUBE
TIKTOK
SNAPCHAT
LINKEDIN
PINTEREST
TELEGRAM
REDDIT
15. How important do you think it is for food companies to use social media to educate
customers about their products and ingredients?
*Not important
*Useful
*Important
*Must
16. Which of the following social media tactics do you think is most effective in generating
leads and sales for food products?
* Promoting discounts
*Running social media contest
*Creating compelling visuals
*All the above

17. Which social media platforms do you think has not good in promoting food products?
*Pinterest
80
*LinkedIn
*Snapchat
* Others
18. How important do you think it is for food companies to incorporate user-generated content
(UGC) into their social media marketing strategies?
*Not important
*Useful
*Important
*Must
19. As per your opinion, How the social media marketing has impacted the food industry.
*Increased exposure
*Influencer Marketing
*Targeted advertising
*Increased Competition
20. What are some challenges do you think in using social media marketing for food products?
*Overcrowded market
*Negative feedback
*Ad fatigue
* Balancing authenticity
21. Which of the following social media tactics do you think is most effective in building brand
awareness for food products?
*Influencer partnership
81
*Social media ads
*Brand sponsored events
*All the above
22.Which of the following social media platforms do you think is the most effective for
promoting luxury food products?
*Instagram
*Facebook
*YouTube
*Others
23. How important do you think it is for food companies to use social media to showcase their
product quality and safety standards?
*Not important
*Somewhat important
* Very important
82

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A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON FOOD

A Project Report submitted to Loyola College (Autonomous), Chennai in the

Under the guidance of

DEPARTMENT OF COMMERCE (SHIFT – II)

I EDWIN SAMUEL N ( 21-UCO-421) hereby declare that this project submitted to

a record of original work done by me under the guidance of S. CHARLES JAILSINGH

for the award of the degree of Bachelor of Commerce.

Signature of the Student

Signature of Staff In-Charge Signature of VIVA Examiner

Bachelor of commerce (Shift-II) of Loyola College (Autonomous), Chennai 600034. This

or associateship of any other College / University /Institution.

Place: Chennai Signature of the Guide

I am grateful to thank my project guide, Prof. S Charles Jailsingh imparted me with

INDUSTRY PROFILE / THEORITICAL ASPECTS

III REVIEW OF LITERATURE 20-24

IV ANALYSIS & INTERPRETATION 25-71

V FINDINDINS, CONCLUSION & SUGGESTIONS 72-75

TABLE NO PARTICULARS PAGE NO.

1.1 Gender wise classification 26

1.2 Age wise Classification 28

1.3 Classification based on residence 30

1.4 Increasing brand awareness 32

Importance of building customer relationship on food

1.6 Enhancing customer engagement with food products 36

1.7 Customers preferences for food products 38

Importance of social media in improving brand

1.9 Food products to younger audience 42

Importance of food companies to engage with

1.11 Food products to local audience 46

1.12 Social media platform on healthy and sustainable food 48

1.13 Importance on product innovation and new releases 50

Educate customers about their products and

1.16 Leads and sales for food products 56

Social media platform not good promoting food

1.18 Importance of UGC in social media platforms 60

1.19 Impact of social media on food industry 62

1.20 Challenges in social media marketing 64

Social media tactics in building brand awareness on

Social media platform promoting luxury food

Importance for food companies to use social media to

TABLE NO PARTICULARS PAGE NO.

2.1 Gender wise classification 27

2.2 Age wise Classification 29

2.3 Classification based on residence 31

2.4 Increasing brand awareness 33

Importance of building customer relationship on food

2.6 Enhancing customer engagement with food products 37

2.7 Customers preferences for food products 39

Importance of social media in improving brand

2.9 Food products to younger audience 43

Importance of food companies to engage with

2.11 Food products to local audience 47

2.12 Social media platform on healthy and sustainable food 49

2.14 Rating for social media platforms on food products 53

Educate customers about their products and

2.16 Leads and sales for food products 57

Social media platform not good promoting food

2.18 Importance of UGC in social media platforms 61

2.19 Impact of social media on food industry 63

2.20 Challenges in social media marketing 65

Social media tactics in building brand awareness on

Social media platform promoting luxury food

2.23 Importance for food companies to use social media 71

1.2 CONCEPTUAL INTRODUCTION: