Entrepreneurial Strategies in the Food Industry: Consumer Influence, Digital Platform Opportunities, and Overcoming Regulatory Challenges

This article explores entrepreneurial strategies in the food industry, highlighting the growing role of digital platforms, social media, and innovative technologies in shaping consumer behavior and business development. The study emphasizes how personalized marketing campaigns, data- driven promotion tools, and brand positioning practices affect consumer decision-making, influence purchasing motivation, and facilitate effective market segmentation. Considerable attention is devoted to the ways in which digital advertising strategies contribute to consumer engagement, the establishment of long-term loyalty, and the management of brand reputation in highly competitive online environments. The article also addresses the challenges of aligning entrepreneurial initiatives with regulatory requirements, which often impose restrictions on advertising content, health claims, and the protection of consumer rights. Ethical considerations are analyzed as integral elements of sustainable business practices, including transparency, responsible marketing to children, and compliance with food safety standards. Furthermore, the research investigates the potential of digital platforms to serve as catalysts for innovation by enabling businesses to implement interactive communication with consumers, apply advanced analytics, and develop adaptive strategies in response to dynamic market changes. By integrating perspectives from marketing science, consumer psychology, and regulatory frameworks, the study provides a multidimensional understanding of entrepreneurial approaches that balance competitiveness, innovation, and compliance. Ultimately, the findings highlight the necessity for food industry enterprises to adopt flexible and responsible strategies that not only ensure market success but also strengthen consumer trust and contribute to sustainable development in the digital economy.