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  • Clicks and cravings: How social media impacts food choices


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There is no debate that social media and digital technologies have altered U.S. consumers' shopping behaviors and purchase decisions for foods and beverages. In today's social digital environment it is not enough to know that consumers "like" you on Facebook or follow you on Twitter—especially if you are in the food business. For this reason, Hartman Group and Publicis Consultants USA, an expert on consumer culture and food marketing and communications, have teamed up to conduct a national syndicated study: Clicks & Cravings: The Impact of Social Media on Modern Food Choices.

The study will provide consumer packaged goods companies, food retailers, food service and restaurants with the most advanced knowledge to-date on the underlying factors and drivers along the continuum of path to purchase for foods and beverages. It will explore the distinctions between on-the-go, in-the-moment, and at-home and in-store/restaurant social media and digital technology behaviors in making food decisions on where to shop and what to buy.

Study topic areas include:

  • Social connectivity and foods & beverages
  • Brand loyalty: Examine the "Facebook, Twitter and Groupon" effect of social media on companies and brands (how likely consumers are to talk about brands and products and make recommendations—and make purchases based on recommendations)
  • Commenting: Consumer feedback on social media platforms about experiences with companies, products and brands

The study is open to a limited number of participant companies. Click here to download an overview of the study scope and methodology and learn more about study participation:

The study will field autumn 2011 with a final report published early 2012.

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Melissa Abbott
Melissa Abbott, Hartman Group’s Director of Culinary Insights, dishes up the latest in food culture and its impact on the food industry. Hartman Group is a leading consumer culture consultancy and primary research firm utilizing a multidisciplinary approach to understand consumers, identify growth opportunities, re-energize brands, create relevant experiences and fuel strategic thinking.
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