Share What and How You Cook at Home! : Uncovering Social Identity

Abstract

Abstract-the passion for food and cooking establishes new social identity. There is a trend in social media usage where people share how and what they cook at home. There are also some applications that enable people to develop, experience and innovate their cooking skills. The aim of this study is to present how, why and what people's cooking activities are being shared through applications (apps), and its marketing implication. The investigation conducted through qualitative exploratory method. The findings are food and cooking could bring social cohesion and create social images that refer to certain groups or cultures and to certain extend create new groups and culture within the society. This study also finds that the extensive usage of apps by social groups creates opportunities for new marketing strategies to emerge, namely mobile advertising.

The impact of digital image-based features on users' emotions and online behaviours in the food industry

“…“Food once transformed into a digital image online is often offered for public consumption, transaction and dissemination inviting the gaze of family, friends and strangers” (Ibrahim, 2015, p. 2). Food representation on social media stimulates emotional reactions and digital users' engagement as shown by the social media phenomena of #foodgasm and #foodporn, which are two of the most used hashtags for sharing attractive and appealing images linked to culinary experiences (Ranteallo and Andilolo, 2016).…”

Commensality and responsive food consumption behavior in community based canteen

“…Food and cooking could bring social harmony and build social representations that relate to those communities or cultures, and, to a certain degree, create new groups and cultures within society. The love for food and cooking builds a modern social identity (Ranteallo & Andilolo, 2016). Social identity may shape the perception of food satisfaction, exposing a novel mechanism through which social recognition can impact food choices (Hackel, Coppin, Wohl, & Van, 2018).…”