000			02542nam a22002897a 4500
005			20250111142932.0
008			250111b ph ||||| |||| 00| 0 eng d
022			_a1908-3165
040			_cOCT
100			_aBorondia, Shamira Joy
245			_aThe influence of food vloggers in Tagaytay City food scene : _bA netnography / _cShamira Joy Borondia, Jenelyn Roquero, Julius Carl Teaño, Geoffrey Brian Vicedo
300			_aVol 4 (1) pages 135-172 : _billustrations ;
500			_aI. ABSTRACT Food vloggers have become powerful influencers in the food industry, shaping consumer attitudes and behavior through social media presence. A study by Luong and Ho (2023) investigates the impact of food vloggers' videos on viewers' attitudes and social commerce intentions. Food bloggers are seen as opinion leaders and experts, influencing perceptions and choices through electronic word-of-mouth (Lacsina, 2023). This research uses an ethnography method to analyze the narratives of food vloggers and their influence on the Tagaytay City food scene. Data is collected from social media platforms, focusing on individual behavior, attitudes, and comments. Inspired by Braun and Clarke, thematic analysis is applied to uncover recurring themes related to tourists' dining choices influenced by food vloggers and influencers. The findings reveal four primary themes in the narratives crafted by food vloggers: influence on food choices, the difference in customer service, food pricing, and ambiance. Food vloggers play a significant role in shaping the image of Tagaytay food scenes through the internet, influencing perceptions, inspiring culinary exploration, and fostering a sense of community among viewers. This study contributes to understanding the intersection between food media, cultural representation, and tourism promotion in the digital age. Despite the growing impact of food vloggers, there is still a need for more comprehensive research to understand the discourse of the food vlogging community and the implications of their narratives on consumer behavior and perceptions (Lacsina, 2023).
650			_afood vloggers
650			_apowerful influencers
650			_aimpact
650			_aviewers' attitudes
650			_asocial commerce
650			_afood choices
650			_adifference in customer service
650			_afood pricing
650			_aambience
700			_a Roquero, Jenelyn
700			_a Teaño, Julius Carl
700			_a Vicedo, Geoffrey Brian
942			_2ddc _cCR _n0
999			_c10092 _d10092