Kuşakların Sosyal Medya Kullanımının Yiyecek İçecek İşletmesi Tercihlerinde Yarattığı Farklılıklar
Differences Created by Generations' Social Medıa Use in Food and Beverage Business Preferences

Summary/Abstract: Purpose – Today’s consumers, who can access unlimited information and user experience with the opportunities provided by information technologies, make their purchasing preferences through social media. In this study, it is aimed to reveal the difference created by the social media usage status of the consumers in the Baby Boomer, X, Y and Z generations in line with the differences in technology usage and consumption behaviors. Design/method/approach –In the study, which was handled using the quantitative research method, online and face-to-face surveys were conducted with the convenience sampling method for Baby Boomer, X, Y and Z generations. Stratified sampling method was used to determine the number of samples to represent the universe. Data collected from a total of 426 participants were analyzed with SPSS 22.0. T Test, One-Way Analysis of Variance (ANOVA) were used to test the research hypotheses, and Post-Hoc tests were used to determine from which groups the differences between the groups originated. Findings – In the research, it is seen that the time spent on social media increases as one moves from the Baby Boomer generation to the Z generation. The Baby Boomer generation is more price sensitive when choosing a food and beverage business.

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