Young consumer perception on sponsored food advertisement through social media and its effects

Abstract

Social media are for marketers a very useful tool for advertisement. Sponsored advertisement is a form of social media marketing that has been proven beneficial for all types of businesses. Due to the increasing numbers of social media users, it is observed that food brands infiltrated social media platforms, promoting via sponsored advertisement their products and services. The question was raised, if sponsored advertisement is beneficial for food products and how it is perceived by the public. Consuming behaviour of food products is very different than any other products or services. Is sponsored advertisement a practice that benefits a food brand? If yes in what extend an in which aspect? This research paper tries to evaluate the applicability of social media’s sponsored advertisement for food brands marketing purposes.