The Role of Social Media Technology in Increasing Frozen Food Sales as the Agribusiness Products

ABSTRACT

During the recent COVID-19 outbreak, many people opted to stay at home and completely run their businesses online. The recent research studies show that, the frozen food sales and social media usage have grown exponentially as a result of the change in people’s behavior and companies’ marketing strategies. Frozen food sales are expected to grow as a result of social media marketing, and also, the relationship between buyers and sellers is becoming more flexible. The main purpose of this research study is to examine the recent increase in frozen food sales as a result of social media’s influence. The proposed research work has been carried out by using qualitative technique, and also, this research study has conducted a literature analysis to learn from previous research works based on what factors they contribute to increase sales, and why social media is the best medium for marketing. The literature study suggests that frozen food sales rise as a result of consumer behavior, and that social media is the best platform for marketing their products. The results indicate that the behavioral changes have a significant impact on frozen food sales, and that social media assists in product marketing and enhancing the key drivers of growing consumer interest. As a result, a large number of frozen food companies are considering the option of utilizing social media as a marketing tool. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.