Decoding the digital purchasing decision: a psychological study of consumer behavior towards food products through social media platforms within the framework of the S-O-R model

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Introduction The current study is set amid modern marketing strategies; whereby digital platforms are employed to shape customer behavior towards buying products. In particular, the research focuses on analyzing the psychological processes behind the formation of behaviors related to eating food products in response to digital stimuli using the stimulus-organism-response theory. Methods Descriptive research strategy was used, and a field survey was carried out involving 402 people from Egypt, who represented the generations of millennials and Generation Z. Results The study shows that there is an evident change in terms of digital trust, whereby consumer reviews and rating have become the top determining factors in making a purchase decision (46.3%) compared to other types of promotions. This suggests that influencer marketing based on experience ranks second, thereby emphasizing the importance of the organism state such as trust and emotional attachment in influencing the behavioral outcomes of advertising efforts. Despite the fact that 74.6% of surveyed customers stated that they had purchased goods due to social media ads, their repetitive behavior is relatively low, which means that there is a gap between increased awareness and brand loyalty among customers. Additionally, ads containing logic, meaning giving clear nutrition facts for instance, were preferred to emotional ones. Discussion It can be concluded that digital marketing is efficient in the case of credibility and real-life experience instead of being visually appealing only.

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