THE FOOD AND BEVERAGE INDUSTRY IN THE AGE OF SOCIAL MEDIA: FLAVORS, TRENDS, AND INTERACTIONS FROM THE CONSUMER PERSPECTIVE

This article examines the multifaceted impacts of social media on the food and beverage industry.It is emphasized that social media platforms have become a powerful marketing tool for food and beverage brands, significantly shaping consumer behavior and bringing innovative approaches to the sector.The study, based on qualitative data collected through semi-structured interviews with eight participants from diverse demographic backgrounds, details how brands leverage platforms like Instagram and TikTok for visual appeal, influencer marketing, and direct customer engagement.It also analyzes how these platforms influence consumer preferences, accelerate the spread of new trends, and transform the discovery of new flavors and dining experiences through the concept of "digital aesthetic fit".The findings reveal that visually driven, shareable food and venues are now key drivers of consumer choice and confirm that social media is an indispensable tool for businesses to gain a competitive advantage.The integration of technological innovations such as online ordering systems, virtual menus, live broadcasts, and augmented reality into the sector is also discussed.Additionally, the challenges and risks posed by social media (negative comments, fake accounts, increased competition, and algorithm volatility) are addressed.