TY - JOUR
T1 - Why Are Foodies Active on Social Network Services? An Exploratory Study on Foodies’ Influence on Social Media
AU - Jang, Jin A.
AU - Lee, Eun Jung
AU - Jung, Hyosun
N1 - Publisher Copyright:
© 2024 by the authors.
PY - 2024/11
Y1 - 2024/11
N2 - As social media continues to gain traction in the food industry, this study explored how cooking and dining-out behaviors and social media use differ depending on the foodie tendencies of consumers, particularly Korean Millennial and Gen Z consumers. Additionally, this study considered the effect of foodie tendencies on active social media usage. Based on the Foodie Index, two groups were identified: high and low. The high group scored higher than the low group on foodie knowledge and spending, food interest, and time commitment. Comparison of the food, cooking, and dining-out behaviors of both groups revealed a significantly greater frequency of cooking and a higher proportion of using their own ingredients, even when dining alone, in the high group. Analysis of social media use characteristics also demonstrated significantly higher scores for the high group than the low group in terms of the degree of use, average daily usage time, checking frequency, and use of social media recommendations when cooking and purchasing food. Furthermore, foodie inclination significantly influenced active usage behavior, as users shared informative content and frequently posted articles and photos. This study found that foodies play a leading role in producing food-related information by actively using and sharing social media. Considering this ripple effect, consumers’ foodie tendencies can be used as an important measure in food marketing-related research.
AB - As social media continues to gain traction in the food industry, this study explored how cooking and dining-out behaviors and social media use differ depending on the foodie tendencies of consumers, particularly Korean Millennial and Gen Z consumers. Additionally, this study considered the effect of foodie tendencies on active social media usage. Based on the Foodie Index, two groups were identified: high and low. The high group scored higher than the low group on foodie knowledge and spending, food interest, and time commitment. Comparison of the food, cooking, and dining-out behaviors of both groups revealed a significantly greater frequency of cooking and a higher proportion of using their own ingredients, even when dining alone, in the high group. Analysis of social media use characteristics also demonstrated significantly higher scores for the high group than the low group in terms of the degree of use, average daily usage time, checking frequency, and use of social media recommendations when cooking and purchasing food. Furthermore, foodie inclination significantly influenced active usage behavior, as users shared informative content and frequently posted articles and photos. This study found that foodies play a leading role in producing food-related information by actively using and sharing social media. Considering this ripple effect, consumers’ foodie tendencies can be used as an important measure in food marketing-related research.
KW - dining out
KW - foodie
KW - gastronome
KW - social media
KW - social network service
UR - http://www.scopus.com/inward/record.url?scp=85208462097&partnerID=8YFLogxK
U2 - 10.3390/foods13213476
DO - 10.3390/foods13213476
M3 - Article
AN - SCOPUS:85208462097
SN - 2304-8158
VL - 13
JO - Foods
JF - Foods
IS - 21
M1 - 3476
ER -