The role of social media influencers on consumers' eating and drinking behavior

Year 2025, Volume: 7 Issue: 1, 141 - 151, 30.06.2025

Mehmet Selman Bayındır , Bahar Bayındır

https://doi.org/10.53601/tourismandrecreation.1545335

Abstract

Social media influencers have become important in shaping consumer behavior and guiding consumers' purchasing decisions in recent years. Accordingly, the aim of this study is to examine the role of social media influencers on the eating and drinking behaviors of consumers of different generations. In this study, in which a qualitative research method was used, 12 social media users were reached by using the purposive sampling method, and the data collected from these people were collected through interviews. The data were presented descriptively by quoting the answers of the participants, and these data were interpreted and analysed. The results showed that social media influencers have significant roles on generations. Participants of all generations pay attention to the promise of flavour and visual appeal of social media influencers' content. Generation X is generally more conservative towards the recommendations of social media influencers, while Generation Y is more open and positive towards these recommendations. Generation Z, on the other hand, tends to shape their decisions based on their own experiences while following the recommendations of social media influencers.

Keywords

Social media , Generation , Social media phenomenon , Eating and drinking , Consumer behaviour

Tüketicilerin yeme içme davranışları üzerinde sosyal medya fenomenlerinin rolü

Abstract

Sosyal medya fenomenleri, tüketici davranışlarını şekillendirmede ve tüketicilerin satın alma kararlarını yönlendirmede son yıllarda önemli hale gelmiştir. Bu çalışmanın amacı da sosyal medya fenomenlerinin farklı kuşaklardaki tüketicilerin yeme içme davranışları üzerindeki rolünü incelemektir. Nitel araştırma yönteminin kullanıldığı bu çalışmada amaçlı örnekleme yöntemi kullanılarak sosyal medya kullanıcısı 12 kişiye ulaşılmış ve bu kişilerden görüşme yoluyla veriler toplanmıştır. Katılımcıların cevaplarından alıntı yapılarak veriler betimsel olarak sunulmuş ve bu veriler yorumlanarak analiz edilmiştir. Elde edilen sonuçlar sosyal medya fenomenlerinin kuşaklar üzerinde belirgin rolleri olduğunu göstermiştir. Tüm kuşak katılımcıları sosyal medya fenomenlerinin içeriklerdeki lezzet vaadine ve görsel çekiciliğine dikkat etmektedir. X kuşağı genellikle sosyal medya fenomenlerinin tavsiyelerine karşı daha muhafazakâr bir tutum sergilerken, Y kuşağı bu önerilere daha açık ve olumlu bir yaklaşım sergilemektedir. Z kuşağı ise sosyal medya fenomenlerinin önerilerini takip ederken aynı zamanda kendi deneyimlerine dayanarak kararlarını şekillendirme eğilimindedir.

Keywords

Sosyal medya , Kuşak , Sosyal medya fenomeni , Yeme içme , Tüketici davranışı

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