STRATEGIC SOCIAL MEDIA UTILISATION AND CONSUMER PURCHASE INTENTION IN THE FOOD AND BEVERAGE INDUSTRY: A TECHNOLOGY-DRIVEN PERSPECTIVE
DOI:
https://doi.org/10.35631/IJEMP.934041Keywords:
Consumers, Digital Technology, Food and Beverage Industry, Marketing, Purchase Intention, Social MediaAbstract
The shift to digitalisation and the rapid expansion of social media platforms have fundamentally transformed marketing practices in the food and beverage (F&B) industry from traditional communication models into technology-driven, interactive ecosystems that influence consumer decision-making. Despite rapid advancements in digital marketing, limited integrative evidence exists regarding how strategic social media utilisation collectively shapes consumer purchase intention. This study addresses this gap by examining the relationship between social media strategies and consumer purchase intention from a technology-driven perspective. A systematic literature review methodology was employed using the Scopus and Web of Science (WoS) databases, resulting in 543 initial publications. Following systematic screening based on predefined inclusion criteria, including language, publication period, publication type, and subject area, 27 peer-reviewed articles were retained for thematic analysis. A thematic analysis was conducted to identify recurring patterns across the selected studies. The thematic synthesis identified four overarching thematic dimensions: social media marketing strategies and purchasing behaviour, influencer marketing and content engagement, digitalisation and technology adoption in consumer experience, and branding, sustainability, and market positioning through social media. The synthesis indicates that purchase intention emerges from an interconnected system involving informational quality, trust development, psychological alignment, and technological engagement. Influencer credibility, personalised content, digital exposure, and sustainability-oriented branding collectively strengthen consumer behavioural intention. Overall, the findings demonstrate that strategic social media utilisation in the F&B sector operates as a multidimensional technological ecosystem in which marketing, digitalisation and consumer psychology converge to shape consumer purchase intention. This review contributes to the growing body of knowledge by advancing an integrated technology-driven framework that explains how social media strategies collectively influence consumer purchase intention in the F&B industry.
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