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#INSTAFOOD – A FIRST INVESTIGATION OF THE “SOCIAL EATER” ON INSTAGRAM
Christoph Willers
orcid.org/0000-0002-5339-8046
; Cologne Business School, Faculty of General Management, Department of Strategic Management and Business Development, Cologne, Germany
Sophia Schmidt
; Cologne Business School, Faculty of General Management, Department of Strategic Management and Business Development, Cologne, Germany
Sažetak
The user base of social network sites has grown largely within the last years. Due to the increasing utilization of smartphones and the mobile Internet, users are able to share details of their everyday life independent of time and place. Thereby visual communication becomes particularly popular, reflected by the remarkable growth in social networking platforms such as Instagram. It enables users to modify their mobile photos and videos and afterwards share them with a community. Whereas the Instagram content is mostly dominated by portrayals of users themselves or in company with other people, a considerable part of the shared content appears to be “food”-related.
The current study investigates the extent and the underlying motives of the evolving “social eater”-phenomenon on Instagram as a popular social media platform. Due to the fact that impression management is referred to as one of the central motives of participating in social network sites, it is suggested that motives of “food”-sharing on Instagram are of a self-presentational nature as well. A quantitative survey of 1,847 German Instagram users has been conducted in order
to examine the extent of the phenomenon and well as the self-presentational motives underlying the activity of “food”- sharing on Instagram. The results show a considerable appearance of “food” as a social subject and the dominance of identity-related motives. Considering these motives, the research develops communication strategies on how companies in the “food”-sector could present themselves and interact with the “social eater” on Instagram in the best possible way.
Ključne riječi
instagram; food; social eater; social media marketing; impression management
Hrčak ID:
205683
URI
Datum izdavanja:
1.8.2017.
Posjeta: 1.736 *