Martinovski, Sasko and Kalevska, Tatjana and Jankuloska, Vezirka and Nikolovska-Nedelkoska, Daniela (2021) NUTRITIONAL MARKETING AND SOCIAL NETWORKS AS MARKETING TOOLS. Научно списание Хоризонти.

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To determine all the key determinants that influence consumer behavior, comprehensive research methods are needed. Human purchasing behavior, despite its complexity, can be presented as a complex system, consisting of structural and functional characteristics. Knowing all the influencing factors grouped in determinants and discovering the correlations between them will lead to obtaining a large amount of information on the influences and consumer behavior and then, based on that, creating a successful marketing strategy. Nowadays, social media are extremely popular (Facebook, Instagram, Pinterest, etc.) and information on nutrition, diet, gastronomy and eating habits is published daily. Apart from these there are gastroblogs and influencers as channels used in marketing and which have an impact on consumer behavior. The subject of research of this paper is the theoretical development of a new methodology of the so-called Nutrition marketing based on several principles (5N), mainly aimed at the nutritional determinant with set benefits for human health and well-being and the use of social media as a marketing tool. In the research of this paper as one of the concepts of Nutritional marketing, a survey research was conducted in the R.N. Macedonia on the impact of social platforms as a marketing tool detecting a determinant of impact called social media. The results of the survey were obtained with advanced IT and statistical analysis. The principles of nutrition marketing and the developed methodology will enable companies to create a successful marketing strategy for food products. The benefit can be threefold: a benefit for companies through greater profits, a benefit for citizens through the consumption of healthy, quality and safe food products, and finally, a benefit for the country.

Keywords: nutrition marketing, nutrition, nutritional determinant, consumer behavior, social media

Item Type: Article
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Technology and Technical Sciences
Depositing User: Mr Jordan Martinovski
Date Deposited: 09 Feb 2023 13:48
Last Modified: 09 Feb 2023 13:48

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