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Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry by Theodore Tarnanidis (Hardback)
£248.00
Out of stock
Product Ref. (e.g. ISBN, SKU)
9781668488683
Published:
31 Aug 2023
Format:
Hardback
Number of pages:
xix, 317 pages
Dimensions:
254x178x21mm
Weight:
0.272kgs
Author:
Delves into the transformative power of social media and digital marketing techniques, shedding light on how businesses strategically employ online communication strategies to sway consumers' purchasing decisions. Explores the efforts of grocery and food entrepreneurs to evaluate the effects of social media on the consumer decision-making process.
In today's rapidly evolving digital landscape, entrepreneurs in the grocery retail industry face numerous challenges in navigating the complexities of online operations and services. As social media platforms have emerged as powerful communication tools for marketing, promotion, and customer service, a fundamental shift has occurred in the marketing landscape. This transformation has granted businesses unprecedented access to monitor customer behavior and preferences. By leveraging social media communications, sellers work diligently to effectively target their desired audience by strategically positioning and categorizing data. Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry delves into the transformative power of social media and digital marketing techniques, shedding light on how businesses strategically employ online communication strategies to sway consumers' purchasing decisions. This comprehensive book explores the tireless efforts of grocery and food entrepreneurs to evaluate the far-reaching effects of social media on the consumer decision-making process. It investigates various web-based social media platforms and tools, delves into the impact of social media and mobile apps, and examines the utilization of cutting-edge Information & Communication Technologies (RFID, QR codes, NFC, cloud, SaaS, mobile devices, robots, and more) within the grocery and food sector. The book also explores the interplay between digital marketing, online decision-making processes, and the intricacies of the grocery and food industry. Furthermore, it provides in-depth coverage of Multicriteria Decision Analysis (MCDA) techniques employed in the grocery and food industry, including the application of PROMETHEE methods. Covering a broad spectrum of businesses within the grocery sector, including supermarkets, food shops, convenience stores, kiosks, mini markets, and street markets, this book examines the rising prominence of specialized food stores worldwide. Policy makers are increasingly focused on providing competitive, branded products that boast superior quality, taste, and environmentally friendly ingredients. Moreover, they strive to harness the potential of social media metrics and analytics to shape consumer preferences through innovative digital strategies. By studying the present landscape, Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry not only sheds light on the current state of social media communications but also offers valuable insights into the future trajectory of this dynamic industry. Entrepreneurs, marketers, researchers, and policymakers alike will find this book an indispensable resource for understanding the profound impact of social media on the ever-evolving grocery and food landscape.
About the Author: Maro Vlachopoulou is a Professor in the Department of Applied Informatics, University of Macedonia, Greece. Her professional expertise, research, and teaching interests include: marketing information systems, electronic commerce, e-business, e-marketing, internet marketing, enterprise resource planning (ERP) systems, customer relationship management (CRM) systems, e-supply chain management, e-logistics and SC information systems. She participates in several European-funded Research and Development programmes in the above fields. She is also a member of the editorial board and a reviewer for several scientific journals, including:International Journal of Production Economics s, European Journal of Operation Research, International Journal of Physical Distribution and Logistics Management , European Journal of Information Systems , Journal of Enterprise Information Management and International Journal of Business Information Systems , International Journal of Internet Marketing (IJIMA).Jason Papathanasiou is a full time lecturer at the department of Marketing and Operations Management, University of Macedonia, Greece. He holds a Ph.D. in Operational Research and Informatics and a degree in Physics, both from the Aristotle University of Thessaloniki. He has worked for a number of years as an adjunct lecturer at the Technical Institute of Technology in Thessaloniki and on the Universities of Macedonia and Western Macedonia teaching courses like Computer Applications Programming, Web Programming and Operational Research. He has organized and participated in a number of international scientific conferences and workshops and has published papers in international scientific peer referred journals like the Journal of Environmental Management, Regional Studies, Environmental Monitoring and Assessment, the Journal of Policy Modeling and the European Journal of Operational Research. He has also participated as a researcher and as a member of the coordination team in many national and international research projects.
| Number of pages | xix, 317 |
|---|
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