Publisher's Synopsis
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.
