The Food Instagrammer Effect in the Study of Advertising Literature

Abstract

Food Instagrammer became a new trend of society. Proven by many food photo posts by users of Instagram social media accounts. Food is no longer an object of hunger busting, but it has become a worthy object to exploit in order to gain existence on social media. Food Instagrammer become the determining trend of food photo trends on Instagram, because the food is presented with the technique of food. The more full Instagram timeline with food photos is the real evidence of a new phase in the advertising world, advertising is no longer a corporate communication tool created by the advertising agency, the presence of social media makes everyone able to Produce advertising content. In this study, tried to reveal the world of advertising that is entering a new phase due to the presence of social media by Food Instagrammer. Based on the analysis results of 80 respondents, it was obtained that almost 80% more interested in food advertising by Food Instagrammer primarily on Instagram, rather than conventional advertising by companies that appear on social media. After thorough analysis, researchers get surprising data. For respondents, the advertising of companies on social media is considered to be disturbing, and is often avoided. Unlike the advertising by Food Instagrammer, more often sought as a reference source, because more natural in the presentation of persuasive information.