How do consumers behave on social media when they interact with pages of health food brands?

Abstract

In recent years the concern for healthy eating has strengthened. Governments, businesses, and individuals have taken initiatives to boost a healthy lifestyle. Specifically, health food brands have sought to interact with their consumers and encourage them to comment about on their products' nutritional benefits to promote their purchase. Social media offer an excellent opportunity for brands since they allow, among other things, to know, captivate, motivate, and build loyalty among their consumers. Health food brands could use social media to influence consumer perception and behavior, however, health food brands managers must first understand why consumers would interact on their social media and learn about their behavior. This thesis consisted of three papers focus on the analysis of the behavior and interaction of the healthy food consumer on social networks. The first paper explored the level of interaction and motivations of consumers to use the social media of health food brands. The second study compared the consumer interaction of healthy and unhealthy food brands on social media. Finally, the third paper analyzed how social media's content and sources of information can affect consumers' attitudes toward health food brands and their purchase intention.