Abstract

Social media marketing plays an important role for the food and beverages industry either new or existing companies. The main objective of this study is to determine the factors influencing the usage of social media as a marketing medium in the food and beverage industry. The study was conducted to test the research question and hypotheses. Data was gathered from quantitative research methods. This research investigate the factors influencing the usage of social media as a marketing media in the food and beverage industry. A total of 198 respondents were participated in this research. Questionnaire has been used to collect the information from respondents to measurement and quantify the respondent’s response with the help of 5 point Likert scale (which indicate 1 = strongly disagree, to 5 = strongly agree). Data collected was analyzed using Pearson Correlation Coefficient and Multiple Regression Analysis. Result shows two of the independent variables; brand awareness and customer acquisition and retention have positive significant value and strong relationship with the dependent variable, the other two independent variables; information platform and feedback have negative significant value relationship with the dependent variable.

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