The research revealed that physical buying of the beverages is still high, but the fact remained digital advertising played a vital role in influencing the choice of beverages consumers buy. This information entailed the social media content, which inspires discovery and making decisions on which category of beverage to buy among the consumers. Factors MKTG 210 FDE DISCUSSION 4 such as health benefits and convenience also played a great role in influencing the type of drink the consumers chose (Hutchinson, 2020). The data Facebook collected indicated that 43% of noncarbonated drinks find information from family and friends, while 29% find information about the beverages from posts from the beverage brands on Facebook. The company came into play such that 62% of carbonated drinks consumers use their Instagram for drinks related activities. On the other hand, 46% of young people between 18 and 34 years said that the carbonated drinks they see advertised on Facebook are the ones they consumer most (Hutchinson, 2020). This research data is important to Facebook because it provides it with information that will help it to design the digital advertising platform on the site. It shows that more investment in digital advertising bears fruits for the company. MKTG 210 FDE DISCUSSION 5 References Hutchinson, A. (2020). Facebook Publishes New Research Into the Role Social Media Plays in Beverage Marketing [Infographic]. Retrieved from https://www.socialmediatoday.com/news/facebook-publishes-new-research-into-therole-social-media-plays-in-beverag/572126/ Yam, Y. (2016). The influence of macro and micro-environmental factors on the consumption of mobile phones and marketing strategies.
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