DOI: 10.32725/978-80-7694-102-1.14



Inproforum 2024 (vol. 18):98-105 | DOI: 10.32725/978-80-7694-102-1.14

HEALTHY FOOD MARKETING STRATEGY ON ONLINE PLATFORMS: KEY INSIGHT INTO SLOVAK CUSTOMERS

Lea Rubínová, Elena Horská, Eva Oláhová
Slovak University of Agriculture, Faculty of Economics and Management, Institute of Marketing, Trade and Social Studies, Tr. A. Hlinku 2, 949 76 Nitra, Slovak Republic

Online marketing is crucial for companies in the healthy eating sector, where increasing competition demands effective communication and strong brand building. This study highlights the importance of marketing strategies on online platforms and evaluates their impact on consumer behavior. It analyzes both rational and emotional factors that influence consumer preferences when choosing healthy food products and explores how businesses can leverage these factors to optimize their online marketing strategies.To confirm the research hypothesis, the study employed methods that analyze digital marketing strategies, including the use of advanced analytics, personalized content, and engagement through social media to better understand consumer needs.The results show that businesses can improve their online presence by creating visually appealing, authentic content, engaging influencers, and utilizing consumer feedback. These findings offer a guide to effectively applying digital tools in the competitive healthy food industry

Klíčová slova: digital marketing, marketing communication, marketing strategies, online communication channels, online marketing activities.

Zveřejněno: 11. leden 2025  Zobrazit citaci

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Rubínová, L., Horská, E., & Oláhová, E. (2024). HEALTHY FOOD MARKETING STRATEGY ON ONLINE PLATFORMS: KEY INSIGHT INTO SLOVAK CUSTOMERS. Inproforum, 18(1), 98-105. doi: 10.32725/978-80-7694-102-1.14
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