An Investigation of Food Photography and Consumption Behaviour in 18-29-Year Olds
Creators: name: Lie, Sherly Christivanny
Publisher: name: Zenodo
Year: 2019
Subjects: Food Photography, Instagram, Consumer Behaviour, Social Media, Consumption Behaviour, Motivation, Culture, Self-identity Theory, Social Identity Theory, Hofstede

description: Beyond nourishing the body, food has been recognized as a symbol of social cohesion, identity, and culture. As social media grows more pervasive, the behaviour toward food photography has become more refined in today’s digital age. The purpose of this study is to examine the consumption behaviours, motivations, and cultural dimensions of 18-29 years old through the food visuals on Instagram. The study works within an interpretive paradigm to better understand the phenomenon of food photography. Based on eight participants, an inductive qualitative approach using the combination of semi-structured interview and photo-elicitation method is adopted. The findings are as follows; firstly, there is a positive link between food photography on Instagram and food consumption behaviour; secondly, both intrinsic and extrinsic motivation influence the enthusiasm of posting food photography; thirdly, it is not proven that a person with high level of indulgence and individualism culture tend to involve more in food photography compared to an individual of restraint and collectivism culture. Treated as the fourth objective, there are three recommendations provided; to build ‘customer engagement’, focusing on ‘content marketing’ and customers as a part of the ‘digital promotion'. With these recommendations, food industry will engage more efficiently with the rise of social media and consumption behaviour in the future. This study explores beyond the theme of food photography, specifically in terms of cultural dimensions, which has not been studied before.
description: In the Academic Year 2017/18, Sherly Christivanny Lie was awarded with the 'Highest Award Mark for MSc in Global Marketing' and 'Highest Award Mark for Dissertation' by the York Management School; These awards have led to the degree of Master of Science in Global Marketing (with Distinction).
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