Food for Loss: Social Media Food Vlogging and Dietary Trends of Generation Z

Abstract

By providing varieties of content, Social Media have opened up new ways of entertainment for consumers. The genre of food vlogging has provided the netizens with various options of knowing, investigating and accessing different food vendors near them. The objectives of this study includes to analyze food vlogging effectson dietary trends of viewers, and to explore the relationship between food vlogging and viewers dietary preferences. Drawing upon the theoretical perspective of social learning, the purpose of this research is to analyze the effects of exposure to food Vlogs on Social Media on the dietary habits of viewers. For the purpose, a sample of 150 Gen-Zs who watch food vlogging within age bracket of (12 -27) years are selected through purposive sampling and then surveyed through a questionnaire developed on a 5-point Likert scale. Spearman’s rho Correlation Coefficient was applied through SPSS to test the hypotheses. The result proven through a ???? − ???????????????????? ???????? 0.000, that Exposure to food vlogs effects the dietary trends of viewers. The result also shows that viewers who watch food vlogs have less engagement in physical activities. Further researches could explore the long-term impacts of food vlogging. How it shapes behavior over time. And can also investigate the specific content effects.