The Role of Social Media in Shaping Brand Perception and Customer Engagement in the F&B Sector

The rapid growth of social media platforms has transformed marketing practices in the food and beverage (F&B) industry, enabling businesses to reach wider audiences, build stronger brand identities, and foster real-time consumer engagement. This study examines the evolution of social media marketing strategies and their influence on consumer behavior, brand perception, and business performance within the F&B sector. Using a bibliographic analysis approach, this research synthesizes insights from scholarly articles, industry reports, and case studies to identify key trends, dominant themes, and emerging technological innovations in digital marketing. The findings highlight that visual storytelling, influencer partnerships, user-generated content, and interactive campaigns on platforms such as Instagram, TikTok, and Facebook significantly influence consumers' purchase decisions and brand loyalty. Moreover, the increasing adoption of data-driven approaches, including AI-powered personalization, targeted advertising, and automated content recommendations has enhanced customer engagement efficiency. However, businesses continue to face challenges related to algorithm changes, reputation management, and content oversaturation. This study contributes to the growing body of digital marketing research by offering practical implications, mapping evolving research trends, and outlining future directions for integrating human-centered marketing principles with technology-driven strategies in the F&B industry.