The Perceived Credibility of Social Media Marketing in Food Industry

Kuay, June Kai Hui (2022) The Perceived Credibility of Social Media Marketing in Food Industry. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

With the increasing number of users on social media, together with the Covid-19 pandemic, many people have started to convert their businesses online and hence the growing number of social media advertisements. It cannot be denied that social media advertisements are beneficial for both end users, however, there are still some who will misuse the opportunity of this advancement. There is much research done on the topic of credibility on social media, however not much has been conducted to study the thought process on how credibility can significantly influence the purchase intention. Not just that, the conclusions from previous studies are also contradicting. This study was conducted through focus group discussions with two different age groups to see whether different consumer segments have a different perspective. The theoretical framework that was used in this study is the Engel, Kollat and Blackwell (1968) model about the five stages of the consumer decision making process. The findings concluded that the perceived credibility of social media advertisement is still not very high. Many consumers still rely on reviews on social media to justify the credibility of a business page. Findings from this study can provide valuable insights to benefit both the marketers and consumers on social media. However, further research can be conducted to provide deeper insights on consumer behaviour.