The Impact of Instagram Food Bloggers: a Case Study on Malaysia Consumers' Food Attitudes and Preferences

Chow, Zi Xuan (2023) The Impact of Instagram Food Bloggers: a Case Study on Malaysia Consumers' Food Attitudes and Preferences. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The purpose of the research is to investigate how Malaysian consumers' attitudes and preferences regarding food are influenced by Instagram food bloggers. The purpose of this research is to examine the dynamics of food blogging and how it affects viewers' culinary practices by applying the Social Cognitive Theory, AISDALSLove Theory, and McGuire's Model of Persuasion as theoretical frameworks. It employs a quantitative methodological approach to investigate how food bloggers' personalities impact their choices and decisions about what to eat through a survey questionnaire. The survey evaluates food bloggers' relatability, expertise, and authenticity using Likert scales. To gain a deeper understanding of the behavioural traits exhibited by food in viewers or bloggers, quantitative methods are utilised to analyse the processes involved in content generation, interactions with followers, and culinary advice. The research looks into the surrounding conditions that impact food blogging visibility and Malaysian cultural fusion on Instagram. It looks at the ways in which online communities, cultural norms, and the digital environment affect people's decisions and preferences in food. The quantitative questions provide information on readers' perspectives and real-world experience within the online food blogging community. The results of this study shed important light on how people's eating choices are influenced by food bloggers. The findings show how much Malaysian-specific contextual factors, behavioural patterns, and personalities of food bloggers have an impact. Additionally, the result collected from the questionnaire will also be analysed and it also links the result of Chapter 4 into research objectives as well as the theoretical framework applied in Chapter 2 into the research title. The research adds to our understanding of the 3 theoretical framework as it relates to food blogging, increases our understanding of the cultural dynamics of food eating, and offers practical advice for anyone navigating the digital food scene as well as marketers and food bloggers. Keywords: food bloggers, Instagram, Social Cognitive Theory, McGuire’s Persuasion Model, AISDALSLove Model, respondents, Malaysia