Journal of Applied Business, Economics and Strategic Management ISSN: 3139-1664 (Online)

Authors: Md. Istiaque Chowdhury , Shehely Parvin 

Abstract: The rapid development of technology has transformed the global food and beverage business throughout time. Due to the enormous industrial change that has occurred today, customers are looking for information that is easily available. The outcome, a variety of platforms—most notably social media—have affected customers' pre-purchase judgments. However, few studies have been conducted in Bangladesh that concentrate on Consumers buying habits, particularly among students attending various public and private universities, and especially in the food business. Therefore, the purpose of this research is to investigate how social media affects customer purchase Behaviors of different university students. Therefore, this research has taken into account newly suggested aspects that influence customers' buying behavior, such as E-WOM, social site network feedback (SNSF), increased information accessibility or information search, and experience. According to a theoretical framework built on earlier research, there is a gap in understanding how Consumers use online social networks to make buying Behaviors. This study employed a survey questionnaire as its quantitative research approach. The research makes use of 104 respondents' data, which gathers information on model variables as well as user demographics. Social media influencers are crucial to Consumers' use of social media as a tool when making choices about what to buy. This study advances our knowledge of how social media functions and the key role that influencers play in shaping Consumers behavior and purchase Behaviors. The empirical data are organized by information type and presented under the research topics. Testing for validity and reliability was done prior to completing the statistical analysis of the replies. Findings from the regression analysis and route analysis may be helpful to many stakeholders in making Behaviors about how to market their services in the industries

Keywords: Global food, Social site network feedback, University students.