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Open Kelsey Kretzer.Pdf THE PENNSYLVANIA STATE UNIVERSITY SCHREYER HONORS COLLEGE DEPARTMENT OF ADVERTISING/PUBLIC RELATIONS FOOD AND BEVERAGE SOCIAL MEDIA EFFECTIVENESS IN THE MILLENNIAL AGE KELSEY MARIE KRETZER SPRING 2018 A thesis submitted in partial fulfillment of the requirements for baccalaureate degrees in Advertising/Public Relations and Integrative Arts with honors in Advertising/Public Relations Reviewed and approved* by the following: Frank Dardis Associate Professor of Advertising/Public Relations Thesis Supervisor Frank Dardis Associate Professor of Advertising/Public Relations Honors Adviser Ken Yednock Assistant Teaching Professor of Advertising/Public Relations Faculty Reader * Signatures are on file in the Schreyer Honors College. i ABSTRACT The food and beverage industry has always been an influencing culture in America, especially in advertising and marketing. However, social media has challenged the industry to strategize effectively towards the millennial audience. This audience is comprised of 18-24 year olds born in the early 1980s and late 1990s who have massive influence in the social space, but also in purchase decision making. Therefore, it is imperative that food and beverage brands are communicating in the best way to their audiences. Engagement rates define their effectiveness, however the definition is a relative and loose term because every researcher can define engagement in different ways. Some brands have different objectives and goals but the overarching one for social media initiatives involve communicating in real time with the audience and gaining relevancy and popularity in the space for awareness. A three-month study from December 2017-February 2018 was conducted under a content analysis of Nestle, Lagunitas Brewing Co, Domino’s Pizza, and Starbucks Coffee social media posts and focus groups involving students at the Pennsylvania State University in the millennial audience. Roughly 135 data items were collected from the content analysis and four focus groups were held. Analysis of engagement results are defined by the like-to follower ratios for each brand. From that measurement tactic, results indicated that product promotion and campaign content categories tended to generate higher engagement posts on the Instagram platform. With that being said, there was no statistical significance of this relationship, thus the need for further research to be conducted in the future. ii TABLE OF CONTENTS LIST OF FIGURES .................................................................................................... iii LIST OF TABLES ....................................................................................................... iv ACKNOWLEDGEMENTS ......................................................................................... v Chapter 1 The Social Advertising Platform ................................................................. 1 An Overview .................................................................................................................... 1 Facebook .......................................................................................................................... 1 Twitter .............................................................................................................................. 3 Instagram .......................................................................................................................... 4 Chapter 2 The Food and Beverage Advertising History .............................................. 6 Marketing History in the Traditional Space ..................................................................... 6 Social Media Involvement ............................................................................................... 7 Pinterest ............................................................................................................................ 8 Influencer and Blogger Relations ..................................................................................... 8 “Tasty” Videos ................................................................................................................. 10 “The Foodies” .................................................................................................................. 10 Broad Overlook ................................................................................................................ 12 Chapter 3 Defining Engagement .................................................................................. 14 Engagement Tactics on Facebook, Twitter, and Instagram ............................................. 14 Numerical Metrics ............................................................................................................ 15 Non-Numerical Metrics ................................................................................................... 17 Social Engagement Definition ......................................................................................... 18 Chapter 4 Social Media Study Introduction................................................................. 20 Study Rationale ................................................................................................................ 20 The Brand Selection ......................................................................................................... 21 The Digital Playing Field ................................................................................................. 23 Chapter 5 Research Questions ..................................................................................... 25 Chapter 6 Method ........................................................................................................ 26 Quantitative Research: Social Media Content Analysis................................................... 26 The Code Sheet ................................................................................................................ 27 Data Collection Process ................................................................................................... 28 Qualitative Data: Focus Group ......................................................................................... 28 The Script ......................................................................................................................... 30 iii Data Collection Process ................................................................................................... 31 Chapter 7 Results ......................................................................................................... 32 Quantitative Research: Content Analysis ......................................................................... 32 Qualitative Research: Further Analysis............................................................................ 42 Qualitative Research: Focus Group ................................................................................. 48 Chapter 8 Discussion .................................................................................................. 55 Quantitative Research ...................................................................................................... 55 Qualitative Research ........................................................................................................ 57 Chapter 9 Conclusions and Recommendations ............................................................ 61 Food for Thought ............................................................................................................. 65 APPENDIX .................................................................................................................. 67 The Code Sheet ................................................................................................................ 67 The Focus Group Script ................................................................................................... 71 Focus Group #1 Notes ...................................................................................................... 73 Focus Group #2 Notes ...................................................................................................... 79 Focus Group #3 Notes ...................................................................................................... 81 BIBLIOGRAPHY ........................................................................................................ 87 iv LIST OF FIGURES Figure 1. Nestle YouTube ........................................................................................................ 21 Figure 2. Domino's Twitter ...................................................................................................... 22 Figure 3. Starbucks Instagram ................................................................................................. 23 Figure 4. Wendy's Twitter........................................................................................................ 24 Figure 5. Nestle Content Posting Results ................................................................................. 37 Figure 6. Lagunitas Content Posting Results ........................................................................... 38 Figure 7. Domino's Content Posting Results ........................................................................... 38 Figure 8. Starbucks Content Posting Results ........................................................................... 39 Figure 9. Lagunitas Facebook Post Example
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