INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND POSITIONING OF FOOD-BASED STARTUPS

The rapid growth of digital communication technologies has significantly transformed marketing practices, particularly within the food industry. Social media marketing has emerged as a powerful strategic tool for food-based startups seeking to establish strong brand positioning in competitive markets. This review-based paper examines the influence of social media marketing on brand positioning by synthesizing existing literature and theoretical perspectives. The study explores how various dimensions of social media marketing, including content creation, customer engagement, influencer collaboration, user-generated content, storytelling, and targeted advertising, contribute to shaping consumer perception and brand identity. It highlights the strategic role of major platforms such as Instagram, Facebook, and YouTube in enhancing brand awareness, differentiation, credibility, and emotional connection. The review further emphasizes that social media enables startups to communicate their value proposition effectively, foster community engagement, and co-create brand meaning with consumers. The findings indicate that consistent, authentic, and visually compelling digital communication plays a crucial role in strengthening brand positioning. The paper concludes that social media marketing is not merely a promotional tool but a dynamic framework for building sustainable brand equity in the food startup ecosystem.