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The Power of Digital Engagement: Unveiling How Social Media Shapes Customer Responsiveness in the Food and Beverage Industry

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  • Nada Sarkis

    (Business School, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon)

  • Nada Jabbour Al Maalouf

    (Business School, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon)

  • Souha Al Geitany

    (Business School, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon)

Abstract

Social media platforms have become essential tools for businesses aiming to engage audiences through innovative communication, particularly in the food and beverage industry. This study explores the impact of three core digital marketing strategies, namely, social media advertisements, electronic word of mouth, and digital influencers, on customer responsiveness in the Lebanese food and beverage sector. Based on a cross-sectional survey of 400 participants, the findings reveal that social media advertisements significantly and positively influence customer responsiveness (β = 0.227, p < 0.001). Likewise, electronic word of mouth strongly predicts customer responsiveness (β = 0.453, p < 0.001), affirming the power of customer-generated content in shaping brand perceptions. Furthermore, the presence of digital influencers emerged as a significant predictor of consumer reaction (β = 0.236, p < 0.001), suggesting that consumers regard influencers as credible sources when making food-related decisions. Among all predictors, electronic word of mouth demonstrated the strongest effect. Control variables such as gender, age, and social media usage intensity showed no significant effect on customer responsiveness. These findings underscore the strategic value of rich media content and peer influence in shaping consumer behavior in the food and beverage industry. The study offers practical insights for marketers seeking to enhance customer engagement and brand responsiveness in digital spaces.

Suggested Citation

  • Nada Sarkis & Nada Jabbour Al Maalouf & Souha Al Geitany, 2025. "The Power of Digital Engagement: Unveiling How Social Media Shapes Customer Responsiveness in the Food and Beverage Industry," Administrative Sciences, MDPI, vol. 15(7), pages 1-17, July.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:7:p:278-:d:1701631
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    1. Lily Suhaily & Yasintha Soelasih, 2017. "What Effects Repurchase Intention of Online Shopping," International Business Research, Canadian Center of Science and Education, vol. 10(12), pages 113-122, December.
    2. Meimona Abdelrhim Bushara & Ahmed Hassan Abdou & Thowayeb H. Hassan & Abu Elnasr E. Sobaih & Abdullah Saleh Mohammed Albohnayh & Waleed Ghazi Alshammari & Mohammed Aldoreeb & Ahmed Anwar Elsaed & Moha, 2023. "Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    3. Sokolova, Karina & Perez, Charles & Vessal, Saeedeh Rezaee, 2024. "Using social media for health: How food influencers shape home-cooking intentions through vicarious experience," Technological Forecasting and Social Change, Elsevier, vol. 204(C).
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