The Impact of Social Media Marketing Activities of Fast-Food Social Media Pages on Adolescents' Purchase Intention

Abstract

This study investigates the significance of social media marketing activities of fast food pages and their influence on adolescents' purchase intention, with a specific focus on the consumption of fast food. The research examines the role of interactivity, informativeness, personalization, and trendiness through social media fast food pages in shaping adolescents' purchase intention and explores the impact of these activities on this age group. The researchers proposed a conceptual model based on the literature review which was tested using a qualitative and quantitative approach. To gather primary data, a self-administered questionnaire was developed, incorporating Likert scales to measure respondents' opinions and attitudes. The questionnaire was back translated and underwent pilot testing to ensure clarity and refine its content. The data collection process involved distributing the questionnaires among adolescents in various schools and universities. The sample size comprised 249 respondents, through non-probability convenience sampling technique to capture diverse perspectives. Data analysis was conducted using the SPSS software version 25. The findings showed that there is a positive moderate relationship between Interactivity of fast-food social media pages and adolescents' purchase intention towards fast food and between Informativeness of fast-food social media pages and adolescents' purchase intention towards fast food as well. The same relationship is also established between trendiness of social media pages and adolescents' purchase intention towards fast food. In addition to the positive weak relationship between personalization of social media pages and adolescents' purchase intention towards fast food. Finally, based on the findings of the hypotheses testing, the research had practical implications which included social marketing implications such as launching a campaign that raises awareness about the potential health risks associated with excessive fast food consumption among adolescents and business marketing implications such as valuable insights for companies seeking to optimize their social media marketing strategies when targeting adolescents, as well as recommendations for further research.