Digital Bites: Unpacking UiTM Students' Appetite for Viral Food Trends Driven by Social Media

This study explores the impact of social media marketing on the perceptions of viral food products among UiTM Shah Alam students, focusing on three key factors: social media marketing, price, and brand recognition. Understanding these factors is crucial in the digital age, especially among university students who are heavy social media users. The research adopts a quantitative methodology, collecting data from 430 students through structured online surveys. It investigates the effectiveness of social media marketing campaigns on platforms such as Instagram and Facebook, students' willingness to purchase viral food products, and the influence of brand recognition on their purchasing decisions. The analysis reveals significant relationships between all three factors and the students' perceptions of viral food products. Social media marketing positively influences students' perceptions, with engaging content significantly impacting their interest and willingness to try new products. Price sensitivity is also crucial, showing a positive correlation between perceived value for money and product acceptance. Additionally, brand recognition strongly affects consumer behavior, with familiar brands being viewed more favorably. These findings offer valuable insights for food marketers targeting the young adult demographic, emphasizing the importance of effective social media strategies, competitive pricing, and strong brand identities to enhance engagement and boost sales. The study contributes to the existing literature by offering a focused investigation into university students' consumption patterns and preferences, providing practical implications for optimizing marketing strategies within this segment. Future research should explore a broader demographic to generalize the findings further.