A study on financial aspect of traditional food shopping via social media

Abstract

In recent years the efforts of raising awareness of balanced and healthy nutrition in all over the world and in our country have made a successful impact on public. With this awareness and the need to live a longer and healthier life people tend to consume trusting, natural, additive free, healthy, and traditional food.However living conditions make it impossible for people to make traditional foods themselves therefore people are inclined to buy them. Nowadays, traditional food shopping via social media is gradually increasing. In order to meet the demand of traditional food, satisfy the need of consumers and turn this situation into an opportunity numerous micro entrepreneurs use social media (Facebook and Instagram).This research aims to study the importance of social media shopping of traditional foods and the importance of financial aspect of the said shopping. In order to realize this aim, contents were completed and the relationship between literature and contents was promoted with primary work. With conceptual framework, hypothesis of the research has begun to develop. The questionnaire in accordance with this aim provided a research that is primarily about the financial contribution of buying traditional foods via social media to consumers and to the company. The results obtained were evaluated with statistical analysis and tested with hypotheses. According to the analyses, it is found that traditional food shopping via social media provides high financial gain to consumers and companies. It is also ascertained that if the selling rates of the traditional food producers who do marketing via social media increase, their marketing costs decrease and therefore financial profits increase significantly.

Comparison of social media platforms in terms of marketing performances of food companies

“…According to the results mentioned above, the examined food companies think that SMPs are generally effective in reducing marketing costs. This result is consistent with the findings obtained in previous studies (Ainin et al, 2015;Yurttadur and Sari, 2017;Barišić and Vujnović, 2018;Yao et al, 2019). In particular, the FB platform was evaluated as highly effective in reducing marketing costs, which can be attributed to its free content sharing and easy tracking of user comments.…”

“…This evaluation differs from previous studies in some ways. Previous studies investigating different aspects of this topic have been analyzed within the scope of one or more SMPs where Facebook is predominant (Ainin et al, 2015;Aspasia and Ourania, 2015;Say, 2015;Nyarkoa and Altıntaş, 2015;Saad and Badran, 2016;Francisco, 2016;Yurttadur and Sari, 2017;De Vries et al, 2018;Pantano et al, 2019;Bernal Jurado et al, 2019). In this study, the marketing performance of food companies was analyzed concerning seven SMPs, including Facebook (FB), Twitter (TW), Instagram (IG), YouTube (YT), Google Plus (G+), LinkedIn (LI), and Blogs.…”

“…In this study, the marketing performance of food companies was analyzed concerning seven SMPs, including Facebook (FB), Twitter (TW), Instagram (IG), YouTube (YT), Google Plus (G+), LinkedIn (LI), and Blogs. In previous studies, the effect of SMM on companies was generally examined within the scope of sales increase (Ainin et al, 2015;Nyarkoa and Altıntaş, 2015;Say, 2015;Canovi and Pucciarelli, 2019) and marketing costs (Ainin et al, 2015;Yurttadur and Sari, 2017;Barišić and Vujnović, 2018;Yao et al, 2019). This study more comprehensively analyzed the effect of SMM on companies with performance criteria such as time-saving, easy access to customers, customer feedback, brand awareness, marketing costs, order taking frequency, and sales amount.…”