Research Paper
Year: 2021 | Month: February | Volume: 8 | Issue: 2 | Pages: 113-118
DOI: https://doi.org/10.52403/ijrr.20210219
Factor Analysis of Students’ Exposure to Social Media for Food and Beverage
Noora Shrestha
Department of Mathematics and Statistics, P.K. Campus, Tribhuvan University, Kathmandu, Nepal.
ABSTRACT
Food and beverage marketing on social media is a powerful factor to influence students’ exposure to social media and application for food and beverage. It is a well-known fact that most of the food and beverage business target young people on the social media. The objective of the study is to identify the factors associated to the students’ exposure in the social media platforms for food and beverage. The young students between the ages 20 to 26 years completed a self-administered questionnaire survey on their media use for food and beverages. The questionnaire was prepared using Likert scale with five options from strongly agree to strongly disagree. The data set was described with descriptive statistics such as mean and standard deviation. The exploratory factor analysis with varimax rotation method was used to extract the factors. The most popular social media among the respondents were Facebook, Instagram, and You Tube. 73.3% of the students were exposed to food and beverage application in their mobile device and 76% of them followed the popular food and beverage pages in social media. The result revealed that social media posts, promotional offer, and hygienic concept have positively influenced majority of the students’ exposure to social media for food and beverage.
Keywords: Factor analysis, Social Media, Food and Beverage, Student, Promotional Offer.
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