THE EFFECT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER FOOD AND BEVERAGE CONSUMPTION BEHAVIOUR

Abstract

The use of social media has become an inseparable part of society’s daily routine. Thus consumer behaviour and habits are shaped by digital influences rather than traditional ones. One of the efficient digital strategies influencer marketing affects consumers’ food and beverage habits by using ‘influencers’ - the new age opinion leaders in social media. Previous studies have highlighted the effect of influencer marketing on ordinary consumers. This study contributes to the theory by gathering food and beverage culture and consumer culture under the roof of marketing. Social media influencers posting about food and beverage also have an effect on traditional food and beverage culture by sharing photographs of their daily meals recipes and food and beverage locations. In light of this effect the study aims to investigate the changes in food and beverage culture that have been affected by social media and consumption culture. The study was conducted on Instagram which has more visuality than other social media platforms. Food and beverage influencers’ posts on Instagram have been systematically reviewed. The findings show that social media influencers who contribute to food and beverage and consumption cultures undeniably affect traditional food and beverage culture. © 2024 Elsevier B.V. All rights reserved.