Impact of Social Media Marketing on Consumers...

Impact of Social Media Marketing on Consumers’ Purchase Intention towards Organic Food Products

Author Name : Dr. E. Renuga

DOI: https://doi.org/10.56025/IJARESM.14092610

ABSTRACT The rapid growth of social media has transformed the way consumers search for information, evaluate products, interact with brands and make purchasing decisions. This transformation is particularly relevant to organic food products, where consumers often require information regarding health benefits, environmental sustainability, production practices, certification and product authenticity. This theoretical paper examines the impact of social media marketing on consumers’ purchase intention towards organic food products. The study identifies social media in formativeness, electronic word-of-mouth, influencer credibility, interactivity, social media advertising, perceived authenticity and consumer engagement as important dimensions of social media marketing. The paper further highlights the importance of health consciousness, environmental concern, food safety, product quality, price and certification in shaping organic food purchase decisions. The paper contributes to the growing literature on digital marketing and sustainable food consumption and provides implications for organic food marketers, policymakers and future researchers.