{"id":"https://openalex.org/W4404906540","doi":"https://doi.org/10.4018/979-8-3693-7683-6.ch007","title":"Role of Social Media Marketing in Food Industry","display_name":"Role of Social Media Marketing in Food Industry","publication_year":2024,"publication_date":"2024-12-02","ids":{"openalex":"https://openalex.org/W4404906540","doi":"https://doi.org/10.4018/979-8-3693-7683-6.ch007"},"language":"en","primary_location":{"id":"doi:10.4018/979-8-3693-7683-6.ch007","doi":"https://doi.org/10.4018/979-8-3693-7683-6.ch007","is_oa":false,"landing_page_url":"https://doi.org/10.4018/979-8-3693-7683-6.ch007","pdf_url":null,"source":{"id":"https://openalex.org/S4210223922","display_name":"Advances in business strategy and competitive advantage book series","issn_l":"2327-3429","issn":["2327-3429","2327-3437"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core","norway-1"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Business Strategy and Competitive Advantage","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4404939117","display_name":"Technological Innovations in the Food Service Industry"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5105367286","display_name":"Siddhivinayak Kulkarni","orcid":"https://orcid.org/0000-0003-2212-295X","observed_orcids":["https://orcid.org/0000-0003-2212-295X"]},"institutions":[{"id":"https://openalex.org/I4210088227","display_name":"MIT World Peace University","ror":"https://ror.org/004ymxd45","country_code":"IN","type":"education","lineage":["https://openalex.org/I4210088227"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Siddhivinayak Kulkarni","raw_affiliation_strings":["Department of Computer Engineering and Technology, Dr. Vishwanath Karad MIT World Peace University, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Computer Engineering and Technology, Dr. Vishwanath Karad MIT World Peace University, India","institution_ids":["https://openalex.org/I4210088227"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5105367286"],"corresponding_institution_ids":["https://openalex.org/I4210088227"],"apc_list":null,"apc_paid":null,"fwci":4.4689,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":{"value":0.94778139,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"117","last_page":"142"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":1.0},{"id":"https://openalex.org/keywords/food-industry","display_name":"food industry","score":1.0},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.8080000281333923},{"id":"https://openalex.org/keywords/brand-loyalty","display_name":"brand loyalty","score":0.9980000257492065},{"id":"https://openalex.org/keywords/influencer-marketing","display_name":"influencer marketing","score":0.8579999804496765},{"id":"https://openalex.org/keywords/instagram","display_name":"Instagram","score":0.8840000033378601},{"id":"https://openalex.org/keywords/tiktok","display_name":"TikTok","score":1.0},{"id":"https://openalex.org/keywords/facebook","display_name":"Facebook","score":0.8379999995231628},{"id":"https://openalex.org/keywords/e-commerce","display_name":"e-commerce","score":0.6549999713897705},{"id":"https://openalex.org/keywords/food-delivery","display_name":"food delivery","score":0.8679999709129333},{"id":"https://openalex.org/keywords/user-generated-content","display_name":"user-generated content","score":0.9079999923706055},{"id":"https://openalex.org/keywords/personalized-marketing","display_name":"personalized marketing","score":0.8650000095367432},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"artificial intelligence","score":0.6039999723434448},{"id":"https://openalex.org/keywords/data-analytics","display_name":"data analytics","score":0.8790000081062317}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6106067895889282},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5676833987236023},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.45017126202583313},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.4359249770641327},{"id":"https://openalex.org/C513059894","wikidata":"https://www.wikidata.org/wiki/Q540912","display_name":"Food industry","level":2,"score":0.43332964181900024},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.35431766510009766},{"id":"https://openalex.org/C31903555","wikidata":"https://www.wikidata.org/wiki/Q1637030","display_name":"Food science","level":1,"score":0.3214579224586487},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.2335115671157837},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.173262357711792},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.1110558807849884},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.05082482099533081}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.4018/979-8-3693-7683-6.ch007","doi":"https://doi.org/10.4018/979-8-3693-7683-6.ch007","is_oa":false,"landing_page_url":"https://doi.org/10.4018/979-8-3693-7683-6.ch007","pdf_url":null,"source":{"id":"https://openalex.org/S4210223922","display_name":"Advances in business strategy and competitive advantage book series","issn_l":"2327-3429","issn":["2327-3429","2327-3437"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core","norway-1"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Business Strategy and Competitive Advantage","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":8,"referenced_works":["https://openalex.org/W2936089005","https://openalex.org/W3003030070","https://openalex.org/W4205254378","https://openalex.org/W4366212456","https://openalex.org/W4387067400","https://openalex.org/W4388798158","https://openalex.org/W4392407019","https://openalex.org/W4400679049"],"related_works":["https://openalex.org/W4404905947","https://openalex.org/W4404905930","https://openalex.org/W4390628242","https://openalex.org/W4385643401","https://openalex.org/W4404905915","https://openalex.org/W7127593744","https://openalex.org/W7126071887","https://openalex.org/W4416977699","https://openalex.org/W4393850621","https://openalex.org/W6949144612"],"abstract_inverted_index":{"Social":[0],"media":[1,31],"has":[2],"emerged":[3],"as":[4],"a":[5,69],"pivotal":[6],"force":[7],"inside":[8],"the":[9,26,34,49,102,115,131],"food":[10,35,93],"enterprise,":[11,36],"basically":[12],"reworking":[13],"how":[14],"manufacturers":[15],"engage":[16,85],"with":[17],"clients,":[18],"marketplace":[19],"merchandise,":[20],"and":[21,47,54,62,79,84,92,124,130],"power":[22],"sales.":[23],"It":[24],"explores":[25],"crucial":[27],"function":[28],"of":[29,51,89,133],"social":[30],"advertising":[32],"in":[33,99,106],"highlighting":[37],"its":[38],"capacity":[39],"to":[40,68,82,112],"influence":[41],"consumer":[42,103],"conduct,":[43],"foster":[44],"logo":[45],"loyalty,":[46],"facilitate":[48],"discovery":[50,111],"recent":[52],"products":[53],"dining":[55],"reviews.":[56],"Thru":[57],"structures":[58],"like":[59],"Instagram,":[60],"TikTok,":[61],"facebook,":[63],"meals":[64],"brands":[65],"can":[66],"connect":[67],"worldwide":[70],"target":[71],"market,":[72],"leveraging":[73],"visually":[74],"attractive":[75],"content,":[76],"influencer":[77],"partnerships,":[78],"focused":[80],"marketing":[81],"reach":[83],"clients.":[86],"The":[87],"integration":[88],"e-":[90],"trade":[91],"shipping":[94],"services":[95],"within":[96],"these":[97],"systems":[98],"addition":[100],"streamlines":[101],"journey,":[104],"bearing":[105],"mind":[107],"seamless":[108],"transitions":[109],"from":[110],"purchase.":[113],"Additionally,":[114],"chapter":[116],"delves":[117],"into":[118],"emerging":[119],"developments":[120],"together":[121],"using":[122],"AI":[123],"data":[125],"analytics":[126],"for":[127],"personalized":[128],"marketing,":[129],"significance":[132],"user-generated":[134],"content":[135],"material.":[136]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":4}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2024-12-02T00:00:00"}