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

Introduction

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, with food companies included. Social media are defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and allow the creation and exchange of User Generated Content” (Kaplan & Haenlein, 2010, p. 61). Social media has become an essential component of our daily lives in today's digitally connected world. It has changed the way we communicate, share information, and even make purchases. As social media platforms gain popularity, businesses, including the food industry, are increasingly using them to promote their products and services. Sponsored food commercials, particularly those found on social media, have emerged as a common marketing approach used by food firms to communicate with consumers and influence their purchase behavior (Kucharczuk et al., 2022).

However, despite the prevalence of sponsored food advertisements on social media, there is a lack of research focusing on Greek consumers' perceptions of such advertisements and their consequent implications on purchasing behavior. To the best of the authors’ knowledge, there is limited prior literature in this general context such as the qualitative study of Tsimonis and Dimitriadis (2014) regarding the brand marketing strategies in social media of 14 companies operating in the Greek market and the recent review of Tsochantaridou et al. (2023) regarding the possible influence of nutrition-related advertisements through television, social media, or video games on the choice and consumption of unhealthy foods and drinks in adolescents. This study intends to fill this research gap by shedding light on Greek consumers' opinions regarding sponsored food marketing on social media, as well as the impact of these advertisements on their purchase behavior. Understanding how Greek consumers perceive these adverts and how they influence their shopping decisions is critical for firms looking to optimize their digital marketing strategy.

Furthermore, cultural and social aspects have a considerable impact on customer perceptions and behaviors (Madhavan & Kaliyaperumal, 2015). Greece, with its rich history and distinct cultural heritage, provides an exceptional setting for researching consumer responses to sponsored food marketing on social media. The Greek people have a strong affinity to traditional culinary practices and food values. Investigating young Greek consumers' perceptions of sponsored food advertisements in the context of their cultural and historical background may provide useful insights into the effectiveness of these advertisements and their alignment with local values.

The main incentive for this research project is to investigate the perception, attitudes and behavioral responses of young Greek consumers regarding sponsored social media content about food products. The purpose of this research is to determine the impact of this advertising method and the exploration of the responses of the targeted group. Furthermore, the research aim is to establish whether social media campaigns are beneficiary for food products, to what extend and to investigate the perceived risk, trust and probability of purchase by the young Greek consumers.

This study applies quantitative research methods to collect primary data besides the review of secondary sources from the existing literature. The research questionnaire was completed by accessing respondents through online channels. The findings were analysed through SPSS, where calculations and tests (correlations and descriptive statistics) were used to obtain a better understanding of the data. The findings of this study contribute to the growing body of knowledge in the field of consumer behavior and social media advertising while providing practical implications for marketers and policymakers alike. By understanding how Greek consumers respond to sponsored food advertisements, businesses can refine their marketing strategies and foster meaningful connections with their target audience in the Greek market.