Don't mess with me! Exploring the relationship between social anxiety and the adoption of food delivery platforms

This study explores the use of food delivery apps (FDAs) among individuals with social phobia, applying the Uses and Gratifications (U&G) theory. By analysing online discussions on Reddit, the research identifies convenience and social avoidance as key motivations for using FDAs. While convenience is widely recognized, the study highlights social avoidance as a critical, yet underexplored, factor driving FDA adoption. The findings suggest that socially anxious consumers find significant gratification in using FDAs, as these apps allow them to bypass social interactions. These insights can help businesses develop targeted marketing strategies that resonate with socially anxious consumers by emphasizing the privacy and autonomy provided by delivery apps.