Beyond the Digital Foodscape: Scottish-based Foodies’ use of social media influencers to explore and choose food

Marshall, Kristen Nichole

Abstract

The aim of this research is to investigate the effect of social media influencers (SMI) on Scottish-based consumers’ food choices and foodbased identity. Social media influencers (SMIs) are prominent opinion leaders of digital foodscape whose influence extends offline. Furst et al.’s (1996) complex food choice model was used to examine the strength and limits of the influence of SMIs on Foodie food choice against other factors. The research design employed semi-structured interviews situated in the homes of ten respondents who subsequently kept a diary to capture their food choices and use of social media over two weeks. While this research found SMIs popularise ingredients, cooking methods and restaurants they were less effective brand advocates for food products. Two Foodie archetypes – healthy Foodies and curious Foodies – were identified and refined against existing literature. Furst et al.’s complex food choice model was adapted for Foodies, with variety and learning as prominent food values and monetary considerations less prominent. This research contributes to a deeper understanding of SMI influence on consumer attitudes and behaviour from the perspective of consumers. The conclusions call for a more nuanced understanding of social media followership and proposes a scale of user engagement with influencers. Recommendations are made to influencers, Scottish food stakeholders and those wishing to partner with SMIs to promote food and drink.

Citation

Marshall, K. N. Beyond the Digital Foodscape: Scottish-based Foodies’ use of social media influencers to explore and choose food. (Thesis). Edinburgh Napier University

• Thesis Type: Thesis
• Deposit Date: Aug 21, 2023
• Publicly Available Date: Aug 21, 2023
• DOI: https://doi.org/10.17869/enu.2023.3175338
• Award Date: Jul 6, 2023