ISSN : 3049-1754 (PRINT) ISSN : 3048-8966 (ONLINE)
IMPACT OF FOOD BLOGGING ON FAST FOOD INDUSTRY
ARSHPREET REKHI
Affiliations:
Research Scholar, Lal Bahadur Sharstri Institute of Management
Abstract:
The rise of food blogging has significantly influenced the fast food industry, reshaping consumer behavior, marketing strategies, and brand perception. This study explores the multidimensional impact of food blogging, particularly through social media platforms, on the fast-food industry in India. It examines how consumer decision-making processes are affected by food bloggers' content and the interplay between various social media platforms and consumer engagement. The research employs a mixed-methods approach, including quantitative surveys and qualitative in-depth interviews, to provide a comprehensive analysis. The findings reveal that food blogging acts as a catalyst for brand awareness, particularly through platforms such as Instagram, YouTube, and Zomato, where visually appealing content attracts significant consumer attention. Quantitative analysis demonstrates that the frequency of watching food blogs, the influence of reviews and ratings, and the likelihood of impulse consumption are positively correlated with consumer engagement on these platforms. Instagram emerged as the most influential medium, with users relying heavily on the authenticity and visual quality of food blogging content to make dining decisions. Qualitative insights from interviews with restaurant owners underscore the role of food blogging as a cost-effective marketing tool. While bloggers' promotions drive short-term spikes in customer traffic, their long-term impact on building a loyal customer base is limited. Ethical concerns, such as the authenticity of blogger reviews and undisclosed sponsorships, also pose challenges to maintaining consumer trust. Additionally, the study highlights the cultural and social dimensions of food blogging, showcasing its potential to promote diverse cuisines and shape contemporary food trends. Despite its benefits, the study identifies gaps in the reliability of social media-driven marketing. Traditional advertising methods, though less popular, remain relevant in specific demographics. The research also notes the need for businesses to strategically balance digital and conventional marketing approaches to maximize consumer reach and satisfaction. This study contributes to the growing body of literature on food blogging and its implications for the fast food industry by providing empirical evidence of its influence on consumer behavior and business performance. It offers practical recommendations for marketers to leverage food blogging effectively while addressing ethical concerns and enhancing consumer trust. The findings underscore the importance of integrating social media strategies with traditional marketing frameworks to achieve sustainable growth in the fast-food sector.
Keywords:
Food blogging, social media marketing, consumer behavior, fast food industry, Instagram, influencer marketing, customer engagement, digital marketing, ethical concerns, visual content.
Publishing Chronology:
Received - 25/4/2024
Accepted - 25/12/2024
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