Open AccessComparison of social media platforms in terms of marketing performances of food companies
Author(s) -
Seren Celimli,
Hakan Adanacıoğlu
Publication year - 2021
Publication title -
italian journal of food sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.281
H-Index - 33
eISSN - 2239-5687
pISSN - 1120-1770
DOI - 10.15586/ijfs.v33i2.2031
Subject(s) - business , marketing , social media , order (exchange) , product (mathematics) , advertising , social media marketing , affect (linguistics) , digital marketing , computer science , psychology , geometry , mathematics , finance , world wide web , communication
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.