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E-commerce and social media technologies can significantly benefit the food and beverage industry by reducing costs, streamlining supply activities, and, most importantly, engaging users in active interaction and enhancing social presence. This research aims to propose a model to examine the role of trust and social presence on loyalty in the food and beverage industry. Moreover, the mediating role of trust is the link between social presence and loyalty examined in this study.

A survey has been conducted to examine the structural model. The research model is tested using structural equation modelling (PLS-SEM).

The result indicated the effect of Social presence and Trust in social media on Customer loyalty in the context of online shopping. Our finding contributes remarkable insights into the food and beverage industry, particularly in the COVID-19 era, as more consumers buy through e-commerce platforms.

This study expands the understanding of the role of the managers of social commerce websites in maintaining customer loyalty. Hence, the social commerce site managers can use this finding to develop strategies for building customer trust and, ultimately, customer loyalty.

This study aims to examine the role of various Instagram contents on customer behavior. The studied case is associated with herbal teas sold on active Instagram pages.

A structured questionnaire is exploited to collect data from customers. The integration of two entropy weight methods and weighted sum method are used to evaluate the priority of contents. In addition, model development is illustrated through which Instagram broadcasting tools are prioritized benefiting from fuzzy cognitive map method.

The results illustrate that customer behavior is moderated by content types, which empirically enhances the profitability of the business. The results of this study reveal that educational live, show other ones experience at live as well as motivational lives are the most effective contents. This study is a pioneering one to practically assess the construct of social media engagement through the effects of content types on the Instagram platform.

The effects of various contents, including motivational content, other customers’ experiences, products, educational content and purchase bill, on customer behavior are studied.