Vol. 8 No. 2 (2023): Turkish Journal of Marketing
Articles

Investigation of the effect of consumption on foodstagramming behaviours

PDF (Türkçe)
  • Doğan Kelam,
  • Şükran Karaca
Doğan Kelam
Yüksek Lisans Öğrencisi, Sivas Cumhuriyet Üniversitesi, Sivas, Türkiye
Şükran Karaca
Doç. Dr., Sivas Cumhuriyet Üniversitesi, Sivas, Türkiye
DOI: https://doi.org/10.30685/tujom.v8i2.177

Published 06/26/2023

Keywords

  • Conspicuous Consumption, Foodstagramming Behaviours, Social Media, Food Photography
  • Gösterişçi Tüketim, Foodstagramming Davranışları, Sosyal Medya, Yemek Fotoğrafı

How to Cite

Kelam, D., & Karaca, Şükran. (2023). Investigation of the effect of consumption on foodstagramming behaviours. Turkish Journal of Marketing, 8(2), 17–36. https://doi.org/10.30685/tujom.v8i2.177

Copyright (c) 2023 Doğan Kelam- Şükran Karaca

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

Conspicuous consumption is the public consumption of expensive products, services or activities to show people's social status and wealth for conscious or unconscious reasons. Foodstagramming behaviours, a behaviour for conspicuous consumption, refer to advertisements in mass media, cooking programs and content about eating and drinking individually published on social media in line with the development of technology. Sharing food photos on social media, especially in places, can be expressed as a part of the pretentious consumption trend. In this context, the study aims to examine the effect of conspicuous consumption on foodstagramming behaviours. Another aim of the study is; To determine whether conspicuous consumption and foodstagramming behaviours differ according to the demographic characteristics of the participants. In this context, data were obtained from 451 people who shared food photos on Instagram using the online survey technique. The data obtained using the SPSS program were analysed in the research. As a result of the analyses made, conspicuous consumption positively affects self-disclosure, enriches the dining experience, establishes social connections, is included in the virtual community, and recalls special memories. At the same time, it was found that conspicuous consumption and foodstagramming behaviours showed a significant difference according to age, gender, education level, occupation and monthly income, while it was concluded that there was no significant difference according to their marital status.

PDF (Türkçe)

Downloads

Download data is not yet available.

References

  1. Arslan, A. K., Yaşar, Ş., Çolak, C., & Yoloğlu, S. (2018). R Shiny paketi ile Kruskal Wallis H testi için interaktif bir web uygulaması. Annals of Health Sciences Research, 7(2), 49-55.
  2. Aslan, M. (2021). Gösterişçi tüketim eğilimi ölçeğinin (GTE) Türkçe uyarlaması: Geçerlik ve güvenirlik çalışması. İktisadi İdari ve Siyasal Araştırmalar Dergisi, 6(15), 271-281.
  3. Atwal, G., Bryson, D., & Tavilla, V. (2019). Posting photos of luxury cuisine online: An exploratory study. British Food Journal, 121(2), 454-465.
  4. Bach, D. (2015). Social media trends & Tastes in the food & Beverage ındustry. https://www.linkedin.com/pulse/social-media-trends-tastes-food-beverage-industry-daren-bach
  5. Bayuk, N., & Öz, A. (2018). Sosyal medya ortamında gösterişçi tüketimin sergilenmesi. Journal of Social and Humanities Sciences Research, 5(27), 2846-2861.
  6. Belk, R., & Hsiu‐yen Yeh, J. (2011). Tourist photographs: Signs of self. International Journal of Culture. Tourism and Hospitality Research, 5(4), 345-353.
  7. Binbaşıoğlu, H., & Mevlüt, T. (2018). Y kuşağının yiyecek-içecek işletmesi tercihlerinde sosyal medyanın etkisi. Turizm Akademik Dergisi, 5(1), 221-237.
  8. Boğa, Ö., & Başçı, A. (2016). Ağızdan ağıza pazarlamanın gösterişçi tüketim üzerine etkisi. Öneri Dergisi, 12(45), 463-489.
  9. Cankül, D., & Avcı, D. (2019). Foodstagramming ve tatil deneyimine etkisi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 21 (4), 1335-1347.
  10. Chang R.C.Y. (2022). Developing a taxonomy of motivations for tagging foods through photo extraction. International Journal of Hospitality Management, 107.
  11. Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of travel research, 17(4), 18-23.
  12. Çakır, İ. (2018). Sosyal medya kullanımının tüketicilerin gösterişçi tüketim eğilimleri üzerine etkisi. (Yayımlanmamış Yüksek Lisans Tezi). Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü, İzmir.
  13. Demir, D. (2020). Foodstagramming: Kuşaklar açısından değerlendirilmesi ve yiyecek içecek işletmesi tercihine etkisi (Yayımlanmamış Yüksek Lisans Tezi). Muğla Sıtkı Koçman Üniversitesi, Sosyal Bilimler Enstitüsü, Muğla.
  14. Destriana, N. M., Nurhadi, N., & Pranawa, S. (2020). Foodstagramming hyperreality in consumption behaviour in Indonesia. Harmoni Sosial: Jurnal Pendidikan IPS, 7(1), 85-95.
  15. Finkelstein, J. (1998). Dining out: The hyperreality of appetite. In R. Scapp ve B. Seitz (Eds.), Eating Culture (pp. 201-215).
  16. Goffman, E. (1959). The presentation of self in everyday life: Selections.
  17. Görgenyi, E. H., Mate, B., Vafaei, S. A., & Fekete, M. F. (2017). The role of social media in gastronomy industry. Applied Studies in Agribusiness and Commerce, 11(3-4), 95-103.
  18. Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate Data Analysis. 7th Edition, Pearson, New York.
  19. Huang, G. I., Liu, J. A., & Wong, I. A. (2021). Micro-celebrity restaurant manifesto: The roles of innovation competency, foodstagramming, identity-signaling, and food personality traits. International Journal of Hospitality Management, 97, 103014.
  20. Hyland, M. G. (2016). A taste of the current protection offered by intellectual property law to molecular gastronomy. Cybaris Intell. Prop. L. Rev., 8, 155.
  21. Ibrahim, Y. (2015). Food porn and the invitation to gaze: Ephemeral consumption and the digital spectacle. International Journal of E-Politics (IJEP), 6(3), 1-12.
  22. İflazoğlu, N., & Ünlüönen, K. (2020). Sosyal medyada yemek temalı paylaşımların gösterişçi tüketim bağlamında incelenmesi: Mardin Artuklu Üniversitesi örneği. Türk Turizm Araştırmaları Dergisi, 4(3), 2606-2621.
  23. Kahraman, M. A., & Dağlı, S. (2019). Marka algısı, müşteri memnuniyeti ve marka tercihi ilişkisinin X ve Y kuşağına göre incelenmesi. Uluslararası Ekonomi İşletme ve Politika Dergisi, 3(2), 381-398.
  24. Karagöz, Y. (2019). SPSS 23 ve AMOS 23 Uygulamalı İstatistiksel Analizler. Nobel Akademik Yayıncılık.
  25. Kılıç, B., & Demir, D. (2021). Foodstagramming: Kuşaklar açısından değerlendirilmesi ve yiyecek içecek işletmesi tercihine etkisi. Journal of Tourism & Gastronomi Studies, 9 (1), 392-408.
  26. Kim, Y. G., Eves, A., & Scarles, C. (2009). Building a model of local food consumption on trips and holidays: A grounded theory approach. International journal of hospitality management, 28(3), 423-431.
  27. Kocabay Şener, N. (2014). Sosyal medyada günün menüsü: Sosyal medyada paylaşılan yemek fotoğrafları üzerine bir değerlendirme. Erciyes İletişim Dergisi, 3(3), 72-82.
  28. Koh, J. (2015). Camera eats first: Is instagram changing the way we eat? Time out, 22. https://www.timeout.com/kuala-lumpur/restaurants/camera-eats-first-is-Instagram-changing-the-way-we-eat (Erişim tarihi 05.06.2023)
  29. Kwee, N. V. K., & Eristia, L. P. (2016). Foodstagram endorsement and buying ınterest ın cafe / restaurant. Jurnal Manajemen Dan Kewırausahaan, 18(2), 100–110.
  30. Leiper, N. (1984). International travel by Australians, 1946 to 1983: travel propensities and travel frequencies. In Contemporary issues in Australian tourism. [Proceedings of the 19th IAG Conference, Sydney, 1984] (pp. 67-83). Department of Geography, University of Sydney.
  31. Liu, I., Norman, W. C., & Pennington-Gray, L. (2013). A flash of culinary tourism: Understanding the influences of online food photography on people's travel planning process on flickr. Tourism Culture & Communication, 13(1), 5-18.
  32. Lo, I. S., & McKercher, B. (2015). Ideal image in process: Online tourist photography and impression management. Annals of Tourism Research, 52, 104-116.
  33. Ratner, B. (2009). The correlation Coefficient: Its values range between +1/-1, or do they? Journal of Targeting, Measurement and Analysis for Marketing, 17, 139-142.
  34. Roy Chaudhuri, H., Mazumdar, S., & Ghoshal, A. (2011). Conspicuous consumption orientation: Conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10(4), 216-224.
  35. Sağdıç, E. (2022). Motivasyon kaynağı olarak yiyecek ve içecekler: Gastronomi şehirleri üzerine bir araştırma. (Yayınlanmamış Yüksek Lisans Tezi). Necmettin Erbakan Üniversitesi Sosyal Bilimler Enstitüsü, Konya.
  36. Tarakçı, İ. E., & Baş, M. (2019). Pazarlama iletişiminde sosyal medya kullanımı: Amaçlar ve Motivasyonlar. Euroasia Journal of Social Sciences & Humanities, 6 (7), 167-179.
  37. Tavşancıl, E. & Keser, H. (2002). İnternet kullanımına yönelik likert tipi tutum ölçeğinin geliştirilmesi. Eğitim Bilimleri ve Uygulamaları Dergisi, 34 (1), 45-60.
  38. Vila, M., Costa, G., & Ellinger, E. (2020). An ethnographic study of the motivations of foodstagrammer tourists. Journal of Sustainable Tourism, 29(5), 813-828.
  39. Wong, I. A., Liu, D., Li, N., Wu, S., Lu, L., & Law, R. (2019). Foodstagramming in the travel encounter. Tourism Management, 71, 99-115.
  40. Zhu, J., Jiang, L., Dou, W., & Liang, L. (2019). Post, eat, change: The effects of posting food photos on consumers’ dining experiences and brand evaluation. Journal of Interactive Marketing, 46(1), 101-112.