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Innovative Trends Shaping Food Marketing and Consumption: Culinary Marketing in the Digital Age - Latest Trends and Innovations
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Author(s): Wan Suryani (Universitas Medan Area, Indonesia), Warsani Purnama Sari (Universitas Medan Area, Indonesia)and Stepany Melani Br Ginting (Universitas Medan Area, Indonesia)
Copyright: 2025
Pages: 14
Source title:
Innovative Trends Shaping Food Marketing and Consumption
Source Author(s)/Editor(s): Zahid Hussain (KASB Institute of Technology, Karachi, Pakistan), Ahmad Albattat (Management and Science University, Malaysia), Fatima Zahra Fakir (Department of Economics and Business Sciences 'Marco Fanno', University of Padua, Italy)and Zhao Yi (Academy of Culture and Tourism, Beijing International Studies University, China & Hebei Oriental University, China)
DOI: 10.4018/979-8-3693-8542-5.ch001
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Abstract
In the digital era, culinary marketing has experienced significant transformations driven by technological advancements and shifting consumer behaviors. This chapter, titled “Culinary Marketing in the Digital Era: Current Trends and Innovations,” explores the latest trends and innovations reshaping the food and beverage industry. It examines how digital platforms, social media, data analytics, and emerging technologies such as artificial intelligence (AI) and augmented reality (AR) are revolutionizing marketing strategies. The chapter also delves into consumer preferences for sustainability, health consciousness, and personalized experiences, highlighting the role of influencer marketing, user-generated content, and online reviews. Furthermore, it discusses the challenges and opportunities that digital transformation brings to culinary businesses, emphasizing the need for adaptive and proactive approaches to remain competitive in a rapidly evolving market.
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