The influence of Gen Z's social media usage on the marketing strategies of food brand

Section 1: Gen Z's Social Media Usage

1. Which of the following social media platforms do you use most frequently? (Multiple choices are allowed)

TikTok Instagram Snapchat Facebook Twitter (X) YouTube Other

2. How much time do you spend on social media on average per day?

Less than 1 hour 1 - 2 hours 2 - 3 hours 3 - 4 hours More than 4 hours

3. How often do you follow food-related content on social media?

Multiple times a day Once a day 3 - 5 times a week 1 - 2 times a week Almost never

4. Which forms of information about food brands on social media do you prefer to learn from? (Multiple choices are allowed)

Short videos (such as TikTok challenges, product showcases) Images (exquisite product photos, food photography) Live streams (product promotion, cooking demonstrations) User-generated content (UGC, such as blogger recommendations, product reviews) Official brand posts Other

5. Will you try a new food brand because of recommendations on social media?

Always Often Sometimes Seldom Never

Section 2: Food-related Behaviors

6. How many times do you buy food on average per week?

Less than 1 time 1 - 2 times 3 - 4 times 5 - 6 times 7 times or more

7. Which channels do you usually use to buy food? (Multiple choices are allowed)

Supermarkets/Hypermarkets Convenience stores Online shopping platforms (such as Amazon, local e-commerce) Brand official websites/mini programs Farmers' markets Other

8. Which of the following factors influence your decision to buy a food brand? (Multiple choices are allowed)

Brand awareness Product taste Price Packaging design Health/Nutritional ingredients Word-of-mouth/recommendations on social media Promotional activities (such as discounts, free gifts) Other

9. Are you willing to pay a higher price for your favorite food brand?

Very willing Rather willing Neutral Not very willing Not willing at all

10. Which types of food are you more inclined to buy? (Multiple choices are allowed)

Snacks Healthy food (such as low-fat, sugar-free) Convenience food (such as instant food, ready-to-eat food) Fresh ingredients (such as vegetables, meats) Baked desserts Other

11. Do you pay attention to the interactive activities (such as lucky draws, polls, topic challenges) initiated by food brands on social media?

Always pay attention Often pay attention Sometimes pay attention Seldom pay attention Never pay attention

12. Will you share the food brands you have bought or consumed on social media?

Always Often Sometimes Seldom Never

13. Do you follow the official social media accounts of food brands?

Follow multiple brands Follow a few brands Only follow 1 - 2 brands Never follow Prefer not to say

14. What kind of content do you hope food brands will post more on social media? (Multiple choices are allowed)

New product previewsCooking recipesHealthy eating knowledgeBrand stories/philosophiesUser interactive activitiesOtherPrefer not to say

15. Do you think the food brand marketing on social media has an impact on your lifestyle?

Great impact Some impact Little impact No impact Prefer not to say

16. Are you willing to receive personalized recommendations from food brands via social media?

Very willing Rather willing Neutral Not very willing Not willing at all Prefer not to say

Section 3: Demographic Information

17. What is your gender?

Male Female Other Prefer not to say

18. What is your age?

18 - 26 years old Prefer not to say

19. What is your current educational attainment?

High school/Vocational secondary school Undergraduate student Undergraduate graduate Postgraduate student Postgraduate or above Prefer not to say

20. What is your current occupation?

Student Corporate employee Freelancer Entrepreneur Other Prefer not to say

21. Approximately how much do you spend on food per month?

Less than 50 euros 50 - 100 euros 101 - 200 euros 201 - 300 euros More than 300 euros Prefer not to say

22. Do you have any special dietary preferences or restrictions? (Such as vegetarianism, allergies, etc.)

YesNoPrefer not to say

23. Which region of Ireland do you live in?

Dublin regionCork regionLimerick regionGalway regionOtherPrefer not to say

24. Which main devices do you use to access social media? (Multiple choices are allowed)

Mobile phone Tablet Laptop Desktop computer Prefer not to say

25. Do you have any other suggestions or ideas for food brand marketing on social media?

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