Greek Consumers' Perceptions on Sponsored Food Advertisement Through Social Media and Its Effects on Their Purchasing Behavior

Abstract

As the usage of social media becomes more and more infused in the daily life of billions of individuals, paid advertisement via them offers companies an enormous degree of visibility and exposure. This research investigates the perceptions, attitudes and behavioral responses of young Greek consumers regarding sponsored food products in order to determine the impact of this advertising method on their purchasing behavior. This study applies quantitative research methods to collect primary data besides the review of secondary sources from the existing literature. The collected data are analysed with the appropriate statistical tools and the research findings are discussed thoroughly. The results of the study reveal indicators and information about how food brands and sponsored food advertisement on social media are perceived by young social media users and how users respond and behave when in contact with sponsored advertisements while browsing on social media platforms. Finally, recommendations for future research are also presented.