The Influence of TikTok on Food Trends and Consumer Preference

Tan, Wei Ying and Chew, Saprina Win Si and Fong, Wei Jie and Kumaran, Haghileish (2026) The Influence of TikTok on Food Trends and Consumer Preference. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

Text TAN WEI YING_Full Text.pdf Restricted to Registered users only Download (1MB)

Abstract

TikTok is a key platform influencing current food trends, spawning popular recipes, promoting cafe culture, and shifting dining preferences. Its huge user base, interactive algorithms, and short form video format make it an effective medium for sharing food content. While earlier research has highlighted the broader influence of social media on consumer purchase intentions, few studies have specifically explored TikTok's unique impact on consumer choices in the food industry. This research proposal aims to address this gap by exploring how TikTok content influences food trends among Malaysian consumers and how this impacts their food related decisions, including restaurant selection, food habits, and lifestyle trends. This study aims to investigate the impact of TikTok content on Malaysian consumers' food trends and preferences, focusing on restaurant selection, food habits, and evolving food lifestyles. This study will examine the extent to which exposure to TikTok's food content motivates consumers to try new foods and make purchases based on trending trends. Guided by theoretical models such as the stimulus, organism, response framework and the theory of planned behavior, this study will explore the connection between TikTok driven trends and consumer behavior. The findings are expected to enhance academic understanding of how digital platforms are influencing modern food culture and provide practical advice to marketers, food entrepreneurs, and stakeholders in the hospitality industry on how to leverage TikTok as a highly effective marketing channel.