Communities and Social Media

Social media has influenced and revolutionised food industry through virtual food communities

Abstract

Social media communities are influencing the food industry through virtual food communities. Virtual food communities are prevalent on various social media platforms where food enthusiasts with different hobbies and interests come together to build a strong community. The argument that this paper presents is that virtual food communities have influenced and revolutionized food industry. There has been a rapid growth in consumption communities formed around products, brands, and services and people seek identity by belonging to groups. Social media has contributed to formation of numerous virtual food communities with some obscure food communities that have been revived by social media. Virtual food communities with blogs, online forums, and accounts on social media platforms like Instagram, Facebook have positively impacted and influenced food industry.

Key Terms:  Community, Communities, Network, Support, Online Support, internet, Virtual food communities, Social Media, Consumer motivation, Consumer behaviour, Online interaction, Self-presentation, Consumption community

Introduction

Internet accessibility and use of social media like blogging, social networking, microblogging facilitates a strong information infrastructure and an active exchange of communication (Haythornthwaite and Kendall, 2010). Internet plays a significant role with easy access to information, to establish instant communication, engage in communities with people around the globe with similar likes, hobbies and interests. There are different types of social media communities serving different purposes, consumption-based communities being one of them.  “Consumption-based virtual communities are affiliative groups whose online interactions are based upon shared enthusiasm for, and knowledge of, a specific consumption activity or related group of activities’ (Kozinets, 1999, p. 254 as cited in Jacobsen et al. 2017). Virtual food community groups have grown rapidly in the recent years with a sudden surge of social media platforms and phenomenal rise in social media users from all age groups and all walks of life. The world of food has been bolstered by the internet with online food communities involved in sharing cooking tips, sharing recipes, ideas on growing food, reviewing food and restaurants in addition to many others (Falconer 2012). Virtual food communities on social media platforms like Instagram, Facebook have virtual food communities have influenced and revolutionized food industry. positively impacted and influenced food industry.

Social media communities and virtual food communities

An online community is a group of individuals with common interests guided by certain protocols, interacting with each other through social media platforms to facilitate decision making, problem solving and accessing information (Porter, 2015). Social media communities facilitate free and open sharing of information which contributes to both collective and individual well-being of communities (Cao et al. 2013). Getting involved in communities of interest or need is not often possible physically therefore, online communities act as a great platform for communities where people can join, network, problem solve and interact at their own convenience (Falconer 2012). Members in online communities willingly support each other irrespective of age, race, gender, ethnicity or financial capabilities even though they are complete strangers which is usually not done in real life situations; good communication is established irrespective of the distance, time or any other constraints (Wellman & Gulia, 1999). People collaborate, support, and communicate through digital network groups (Bagozzi & Dholokia, 2002; Rheingold, 1993 as quoted by Jacobsen et. al 2017) working around common interests or personal need through blogs, wikis, and social media platforms (Hagel, 1999; Johnson & Lowe, 2015; Zwass, 2010 as cited in Jacobsen et al., 2017). It is argued that the theory of symbolic interactionism in online communities is based on three principles of language, meaning and the creation of self by shaping individuals’ identity and reality, and provide a vast network with which to create relationships (Griffin, 2009, as cited in Martinka 2012).  Interactions facilitate development of people’s social identity, gives meaning to their actions and interactions; such communities offer people diversity in terms of a variety of people interacting from various locations in the world, offer stability with the assurance of availability of such groups and provide opportunity (Cărtărescu, 2010, as cited in Martinka 2012).

The prevalence and importance of virtual communities that are focused on consumption, for sharing and getting information about food and any food related information is growing rapidly (Jacobsen et al., 2017). Virtual food communities are involved in reviewing food and restaurants, sharing cooking tips, sharing recipes, ideas on growing food, in addition to many others. It is argued that such food communities serve as a great support for people with similar likes and hobbies as they motivate people to learn, self-present and create their own identities. Online communities act as information sources where consumers interact, acquire skills and knowledge from their peer consumers thus supporting each other on specific food issues (Wang, Yu, & Wei, 2012 as cited in Jacobsen et al., 2017). Members in a virtual community use it as a reference group to make decisions as such communities have a good influence on consumers as they voluntarily engage in such groups (Jacobsen et al., 2017). There are numerous virtual food communities like communities for brewing wine, curing meat, making cheese and gourmet sausages with some emerging communities like urban farming and permaculture where members indulge in producing, cultivating honey and even managing livestock (Falconer, 2012). Falconer (2012) in his article discusses the online coffee community, Coffeesnobs, an Australian community which is one of the examples of how social media brought obscure food communities to life. This community shares brewing and roasting techniques with ongoing tips how to improve the art. People from all over the globe can access the community and be part of this community which has origins in Australia. The Coffeesnobs is active on Forums on their website, social media platforms like Facebook, Instagram, advising on coffee beans, expresso machines, brewing and roasting methods. Andy Freeman the founder of Coffeesnobs emphasizes on the sharing, nurturing, and learning role of communities where new ideas can be discussed thus improving the knowledge base of new and existing members (Falconer, 2012). Likewise, there are virtual food communities that one can resort to for support and troubleshooting. Falconer (2012) gives the analogy that even if one lives in the sausage making capital of the world one cannot beat the speed of the support one gets from online food communities than one could get physically.

Virtual food communities – motivation to learn, self-present, and creation of identity

Relationship between pre-existing consumer interests in food and their willingness to interact in virtual food communities has been established where motivation mediates to learn and to self-present (Jacobsen et al., 2017). Studies have revealed that consumers with interest for food and inclination for online interaction, when given a chance to learn and to present themselves, actively interact in virtual food communities (Jacobsen et al., 2017). People share and gain knowledge on food related issues such as preparation, brewing, cooking in addition to others through consumption-based virtual communities where the members exhibit motivation to present themselves and willingly interact with others with similar interests (Jacobsen et al., 2017). Studies reveal that consumers are regarded as experts in their food related knowledge and are enthusiastic and motivated to present themselves to gain admiration, recognition, and appreciation from their peers (Hennig-Thurau et al., 2004 as cited in Jacobsen et al., 2017). Food communities facilitate experience before, during and after consumption thus propagating shared values and identity experiences (Cheung et al., 2008). Furthermore, it is argued that such consumption communities are not dependent on expert opinions from mass media but are supported by the so called self-appointed online critics, thus, allowing democratization of content and criticism which further allows them to develop their leisure skills with their expertise and knowledge  (Lichtenberg 2007 as cited in Watson et al., 2008). Such opportunities therefore give autonomy to members of the groups to express their opinion where they feel valued and appreciated for their contributions. The ongoing learning and self-presentation motivates consumers to be actively involved in such communities.

Virtual communities – Impact on consumer behaviour

Consumers’ preference for food and food brands have changed significantly over the years with significance given not just to the health and nutritional value but is also greatly influenced by their experience with the food or food brand and what the consumers stand for. There has been a rapid growth in consumption communities formed around products, brands, or services in the postmodern world where people seek identity by belonging to groups (Firat & Shultz (1997, p. 193 as cited in Watson et al., 2008). In the past, there were groups for food and drink appreciation, where reviews were controlled by expert reviewers however, with the formation of online communities, members who are consumers offer their expertise thus democratizing the process where such contributions are free of social class, status, race, ethnicity (Watson et al., 2008). As the reviews come from members of the community they command more trust and credibility as compared to celebrity reviewers who could be doing it for monetary gains and thus might not be credible, thus making the consumer a strong and credible reviewer  (Watson et al., 2008). In the online communities, commercial interests will be detected, picked up, reported, and rejected by members (Watson et al., 2008) which reiterates the importance of such communities in influencing markets and consumers. Social media communities impact consumer behaviour as consumers are not just listeners and spectators but are actively involved in communicating in groups (Diffley, 2011). Traditionally, businesses and marketing companies controlled the communications whereas with social media communities, businesses do not have much control as consumers are active participants communicating, sharing opinions beliefs (Diffley, 2011). Additionally, studies have revealed that consumers trust online opinions which suggests the need for businesses to organize and be involved in online communities to promote their goods and services, than just placing adverts online to have a significant impact on Word of Mouth (Rowley, 2001 as cited in Cheung et al., 2008). Postmodern approaches to marketing focus on consumers rather than product where online food community members create meaning while considering themselves as a clan adding and making informed contributions while sharing experiences (Cheung et al., 2008). Therefore, the impact of social media communities on consumer behaviour cannot be negated.

Conclusion

Social media plays a crucial role in facilitating social media communities and people interact easily through social media communities based on common interests and hobbies enabling easy communication with members of the group which otherwise is difficult offline.  Such communities are not bound by geographical distances; members communicate without any bias like age, ethnicity, religion. Such interactions and community influence helps in shaping the identity of people. Members of virtual consumption communities like virtual food communities create their own values rather than accepting those posed by experts in certain fields. Social media communities significantly influence consumer behaviour. Therefore, the importance of social media communities and in this case virtual food communities in influencing and motivating learning, self-presentation, shaping identities cannot be ignored.

References

Blay-Palmer, A., Landman, K., Knezevic, I., & Hayhurst, R. (2013). Constructing resilient, transformative communities through sustainable “food hubs”. Full article: Constructing resilient, transformative communities through sustainable “food hubs” (curtin.edu.au)

Cao,Q., Lu, Y., Dong, D., Tang,Z., & Li, Y. (2013). The roles of bridging and bonding in social media communities. Journal of the American Society for Information Science & Technology, 64(8), 1671-1681. https://doi-org.dbgw.lis.curtin.edu.au/10.1002/asi.22866

Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities. Internet research. The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities | Emerald Insight (curtin.edu.au)

Diffley, S., Kearns, J., Bennett, W., & Kawalek, P. (2011). Consumer behaviour in social networking sites: Implications for marketers. Irish Journal of Management, 30(2), 47-65. Retrieved from https://link.library.curtin.edu.au/gw?url=https://www.proquest.com/scholarly-journals/consumer-behaviour-social-networking-sites/docview/893090363/se-2?accountid=10382

Falconer, Joel. 2012. “Eat, browse and prosper: How the Internet is bringing obscure food communities to life.” https://thenextweb.com/insider/2012/09/23/eat-browse-prosper-how-internet-bringing-obscure-food-communities-life/

Haythornthwaite, C., & Kendall, L. (2010). Internet and Community. American Behavioral Scientist, 53(8), 1083-1094. Retrieved from  https://journals-sagepub-com.dbgw.lis.curtin.edu.au/doi/pdf/10.1177/0002764209356242

Jacobsen, L. F., Tudoran, A. A., & Lähteenmäki, L. (2017). Consumers’ motivation to interact in virtual food communities–The importance of self-presentation and learning. Food quality and preference62, 8-16. Consumers’ motivation to interact in virtual food communities – The importance of self-presentation and learning – ScienceDirect (curtin.edu.au)

Martinka, L. (2012). How social media communities impact consumer behavior (Order No. 1510438). Available from ProQuest One Academic. (1017683284). Retrieved from https://link.library.curtin.edu.au/gw?url=https://www-proquest-com.dbgw.lis.curtin.edu.au/dissertations-theses/how-social-media-communities-impact-consumer/docview/1017683284/se-2?accountid=10382

Porter, C. (2015). Virtual communities and social networks. In L. Cantoni & J. Danowski (Eds.), Communication and technology (pp. 161-179). Berlin: De Gruyter. https://books.google.ae/books?hl=en&lr=&id=AhxpCgAAQBAJ&oi=fnd&pg=PA161&dq=Virtual+communities+and+social+networks&ots=b-Edn65l2P&sig=ZRxWvbmBKZsa8NCjGKxAGhKss1E&redir_esc=y#v=onepage&q=Virtual%20communities%20and%20social%20networks&f=false

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Watson, P., Morgan, M., & Hemmington, N. (2008). Online communities and the sharing of extraordinary restaurant experiences. Journal of Foodservice19(6), 289-302. Online communities and the sharing of extraordinary restaurant experiences: EBSCOhost (curtin.edu.au)

Wellman, B., & Gulia, M. (1999). Net surfers don’t ride alone: Virtual communities as communities. In P. Kollock & M. Smith (Eds.), Communities and Cyberspace. New York: Routledge. Retrieved from http://groups.chass.utoronto.ca/netlab/wp-content/uploads/2012/05/Net-Surfers-Dont-Ride-Alone-Virtual-Community-as-Community.pdf.

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29 thoughts on “Social media has influenced and revolutionised food industry through virtual food communities

  1. Hi Kanishk,

    I enjoyed reading your paper, and I agree that virtual food communities have influenced and revolutionised the food industry. I myself am part of a digital food community on both TikTok and Instagram. I follow various healthy cooking accounts and view their posts regularly. I save a lot of the food videos to my account, so when I’m in need of meal inspiration I’ll go back and look through all the videos I’ve saved. Since I’ve started doing this I’ve noticed that I don’t use cook books as regularly, and I’m sure many others can say the same. Do you think that the growth of virtual food communities will eventually lead to the discontinuation of cook books?

    Thanks.

  2. Hi Kanishk,
    Thanks for writing this interesting topic for this conference!
    I agree that social media has changed the way food industry operates, especially when it comes to how buisnesses in this industry assess their online presence either in a organic way or paid methods. It is undeniable that businesses in this industry have to ensure their quality of products and services to maintain or improve the quality of ratings and reviews, they also have to ensure that their brand images are well present on social media. “As a result of the Internet, the values of many consumption communities are no longer dictated by ‘experts’ broadcasting on mass media, but are advocated by ‘self-appointed’ online critics” (Watson et al., 2008).
    Social media gerates two-way communication as businesses and the target audiences can directly interact with each other , “social media outlets such as Facebook and Twitter have made it easy for consumers to post product reviews and reach out to other like-minded individuals in their communities” (Martinka, 2012).

    References:
    Watson, P., Morgan, M., & Hemmington, N. (2008). Online communities and the sharing of extraordinary restaurant experiences. Journal of Foodservice, 19(6), 289-302. Online communities and the sharing of extraordinary restaurant experiences: EBSCOhost (curtin.edu.au)

    Martinka, L. (2012). How social media communities impact consumer behavior (Order No. 1510438). Available from ProQuest One Academic. (1017683284). Retrieved from https://link.library.curtin.edu.au/gw?url=https://www-proquest-com.dbgw.lis.curtin.edu.au/dissertations-theses/how-social-media-communities-impact-consumer/docview/1017683284/se-2?accountid=10382

    1. Hello Wen

      Thank you for the comments. Food communities have undeniably impacted businesses, made them more alert of consumers preferences, demands, viewpoints and customer satisfaction. As discussed, consumption communities are no longer dependent on expert and critics, it’s the social media users that have a powerful influence on businesses. Social media has revolutionized the way businesses market themselves.

      Thank you
      Kanishk

  3. Hi Kanishk

    Thank you for bringing such an interesting topic to the conference. I really enjoyed reading your paper, very well researched and presented.
    Social media has influenced and changed the landscape of food industry.
    ~We Google cooking recipe and YouTube cooking class in lieu of buying cookbooks. ~Food and beverage brands reach and connect their target customers through Facebook, Twitter, Pinterest and Snapchat.
    ~Celebrity chefs engage audience with their own social platforms.
    ~We search restaurant through Food critics and review instead of word-of-mouth.
    I agree that social media has brought obscure food communities to life.
    Congratulations to your great discussion.

    1. Thank you Grace for your comments and summarising the key ideas in the paper. Food communities have definitely made life convenient and easy for all.

  4. Hi Kanishk,

    Interesting paper on a topic I didn’t even consider ever investigating admittedly, I do enjoy cooking but it’s something I often don’t get to do too much nowadays between uni, family and other commitments (perhaps living at home doesn’t help!)

    I’d be curious to know how prevalent things like cooking recipes, communities etc were prevalent prior to social media, I certainly don’t contest that social media has been important (I see videos on Facebook all the time).

    Perhaps being a millennial means has made me oblivious to how the food industry was on the internet prior to Web 2.0, I never really had dial up (Dial-up broadband saved me from the true aspects of dial-up like phone stopping the internet!)

    Cheers,

    Andrew

    1. Hello Andrew

      Thank you for your comments.
      Prior to Web 2.0, food enthusiasts and celebrity chefs maintained websites showcasing different recipes. In addition, recipe books were quite popular earlier where people used them to try out various cuisines. I remember my grandma writing down recipes and maintain her own recipe book that was handed down to my mother. It’s amazing how digital revolution has taken over and people no longer are dependent on recipe books, it’s all a click away!

      Thanks
      Kanishk

  5. Hi Kanishk,

    Thank you for a really good read. You raised some good points in your paper.

    This resonated with me as I not only love food but am a qualified pastry chef, a previous career of mine. I think the use of virtual food communities allow for people to learn from one another, bond as a community on a cuisine they love, their love for cooking or baking and wanting to increase their skills in the kitchen.

    I agree that social media has revolutionised the food industry. It has allowed people to easily and quickly obtain a recipe that works based on reviews, obtain honest and current review on a restaurant they are looking to attend. As you mentioned this has meant the food industry needs to stay relevant and be a part of the online community for their businesses to keep running and to serve food that keeps them relevant and for people to keep coming. I agree with you that comments from consumer who uses a product ‘command more trust and credibility as compared to celebrity reviewers who could be doing it for monetary gains and thus might not be credible, thus making the consumer a strong and credible reviewer (Watson et al., 2008)’.

    Social media and the online communities now play a big part whether a food business succeeds or collapses. I find this interesting how social media is a key impact in not only how an individual’s identity is shaped and formed but now bleeds into the success of a business within the food industry.

    Once again, I really enjoyed your paper and made me really think how much social media actually impacts trends within the food industry.

    1. Hello Mikayla

      Thank you for your comments. Being in the profession as a qualified pastry chef, I can imagine your knowledge in this business, and you would know first-hand how things have changed in recent times. Recipe books were quite popular earlier where people used to use them to try out various cuisines. I remember my grandma writing down recipes and maintain her own recipe book that was handed down to my mother. It’s amazing how digital revolution has taken over and people no longer are dependent on recipe books, it’s all a click away!

      Thank you
      Kanishk

  6. Hi Kanishk,
    Thank you for a great read. This is a fascinating community that I haven’t given any thought to until now. You have provided a good amount of research and arguments that I completely agree with.
    It’s amazing how the topic of food can build relationships, bring people together from all over the world, and allows people to stay connected to people with different backgrounds through food, as you have mentioned.
    This resonated with me as I love food and I think it’s a great way for people to bond and socialize as well as a great activity for people to hang out and have great conversations over a great meal. I personally love to go out with my friends and try new restaurants and cafes. This allows us to bond with each other and enjoy a great experience.
    Today, we also tend to post photos online (especially on Instagram) of what we’re eating to show other people and give our reviews online. This encourages other people to go and try out the restaurants as well.
    I particularly enjoyed reading the other areas of the relationships we have with food within a virtual community such as sharing recipes and sharing cooking tips. This has become more prevalent through platforms such as TikTok and recipes such as ‘Dalgona coffee’ and ‘baked protein oats’ have become a viral trend in which people are starting to try and post about.
    Especially now, as a result of Covid, more people are spending their time cooking and sharing recipes online, I remember the banana bread became a quarantine trend where everyone was making banana bread and posting their recipes online to keep them entertained during such a tragic time.

    1. Hello Saranya

      Thank you for your comments.
      TikTok recipes like ‘Whipped Coffee or Dalgona Coffee’, ‘Cloud bread’, ‘Nacho table trend’ are just some recipes of the many that went viral in recent times. The videos are tried recipes by common users that trend. Social media has had a huge impact on creating communities like these where people connect over similar interests and hobbies and it connects people from all over the world as they are not bound by geographical distances any more.

      Thank you
      Kanishk

  7. Hi Kanishk,

    Thanks for sharing your paper.

    Interesting, how food has always been a communal event that has brought people together. It’s a sign of the times that people are doing this online. I have certainly noticed a massive spike in people cooking at home and sharing their experience on social media during the past years COVID lockdowns.

    It was interesting to read about people’s online engagement and how it has allowed people to be active within their chosen interest groups. Digital communities have allowed people to engage within communities where numerous offline elements can be factors.

    Curiously, this community is being affected by both the influential account holders and aspirational elements, leading to consumption. I enjoyed the way you explored the consumer behaviours that occur around this community. I believe the economic benefits from an online community is a result of an authentic community.
    Well done on your paper.

    1. Hello Joseph

      Thank you for your comments. The influence of social media on food communities has been huge, especially in recent times. It’s not just influencers promoting but there is a large community of people interacting and collaborating to promote and encourage each other. Benefits from such communities are not just economical but it’s also about building relationships and experience.

      Thank you
      Kanishk

  8. Hi Kanishk
    Thank you for your paper and I felt this was a great example that you mentioned in the beginning of your paper. You highlighted that food can bring people together from all over the world, create relationships and be connected to a variety of people.
    I could relate to this because I love food, and I love to socialise and hang out with people and we always like to try different cafes and restaurants. By doing this we then want to share our experience through social media platforms and lets to be honest, most people really love food and trying new things. I liked how you provided other areas of food relationships within a virtual community such as sharing of recipes and sharing cooking tips. I think the biggest change with food and social media is ‘People think they are food critics’. We have gone from just posting up a picture of where we have been and what we ate, to this is ‘what I think of the food and decide to rate the experience’. The reviews that you share on social media platforms can have consequences to a business who rely on marketing on social media. One bad experience and one bad review can have a impact of the business
    You brought up consumer behaviours, which is very relevant and how we are adapting to being online. How do you think Covid has changed the food virtual communities? Has this helped businesses stay open? Has the food industry changed the way they form communities? Have businesses needed to change their marketing and changed to more UberEATS services to change with the present climate

    Nakia

    1. Hello Nakia

      Thank you for your comments.
      You are right in pointing out that social media has given users the autonomy to become food critics which gives them the power to influence, make or break businesses through their feedback. This in turn I believe has made businesses competitive in what they offer to customers, each operator trying to give the best to consumers. Social media communities impact consumer behaviour as consumers are not just listeners and spectators but are actively involved in communicating in groups.
      The Covid-19 pandemic has influenced the food industry and the virtual food communities. With users mostly working/studying from home, their dependency on social media has increased. More and more of businesses have changed their methods of operations prioritizing consumer interests, improving their customer service. Traditionally, business controlled communications whereas with social media communities, businesses do not have much control as consumers are active participants communicating, sharing their opinions and voicing their concerns. Additionally, studies have revealed that consumers trust online opinions which suggests the need for businesses to organize and be involved in online communities to promote their goods and services.

      Thank you
      Kanishk

      1. Hi Kanishk

        That’s a great point that you have made, that businesses trust online opinions. People are a lot more expressive if they have had a bad experience and if a business identifies this and turns this into a positive then it can be useful to make there restaurant better I guess if a businesses that doesn’t look at the feedback and doesn’t change then that’s when there services can get affected.
        The only issue in, I do find the rating system unfair. I like to judge a business on about 4 out of 5 stars. I will always try a new place based on my friend’s referral and I don’t always look at the online feedback. I always think that being 5 star all the time, I question this more because you can’t please everyone, and I value a restaurant at a 4 star is about right and I still would consider going there.
        I think trying to be a 5 star is not sustainable and when it comes to a service industry, you can never please everyone, so I am always more cautious on going to a place that has perfectly scoring food reviews and glorified photos.
        Do you only go to restaurants that are based on a 5-star review? Do you tend to look at reviews or make your decision based on your own personal experience?
        Nakia

  9. Hi Kanishk Raj Singh,
    A very interesting paper. I had not considered virtual food communities before reading your paper. While I was reading your paper I was reminded of how social media can also bring out the negative side to the virtual food community. In particular, I am thinking of the lunch box shaming that has occurred, mainly on Instagram and Pinterest. Mothers and some fathers have presented beautiful, healthy, hand-prepared food items for their children to take to school and displayed them online. While their intentions were likely to show what could be done in the kitchen, the result was making other parents with their pre-packaged food items and less than perfect lunch boxes feel like they weren’t trying hard enough. The result was a number of ‘epic failures’ displayed by parents on what their lunch boxes looked like and a sense of solidarity over the shared epic failures of parenthood. A bit of a different spin on the virtual food community. For more info on this please see the attached article:
    https://www.usnews.com/news/articles/2015/08/26/lunchbox-of-shame-parents-frustrated-with-over-the-top-food
    Feel free to check out my paper which is about the music fandom community:
    https://networkconference.netstudies.org/2021/2021/04/26/the-rise-to-fame-the-power-of-music-fandom-communities-using-social-network-sites-to-promote-musicians/

    1. Hello Carolyn

      Thank you for your comments. It is interesting you pointed out the negative side to virtual food communities. The lunch box article is an example of how the competitive nature of social media can give parents anxiety about the lunch they send to school with their kids. While lunch box ideas online can give some great ideas to parents to make the lunchbox aesthetic and look appetizing for kids, some parents get anxious as they feel insecure and guilty for not doing enough or doing similar things. Some users get hostile, openly criticizing and judging other parents who share their creativity and express their stand, promoting healthy eating. Even though such posts aim to serve ideas to other parents and are done with all good intentions, it is taken otherwise. This is often the case with other things as well. There are critics in all sections of society passing judgements, but we should focus on the positives that such posts aim to bring to society in general. Like the article highlights, people post highlights of their lives on social media which is not necessarily a reflection of their daily routines. So, there is no need to compare unintentionally or unconsciously and feel bad about things.

      I would like you to read an interesting post on ‘Food And Social Media — A Complicated Relationship’. https://www.huffpost.com/entry/food-and-social-media-a-c_b_4898784

      The post focuses on how social media trends can on one hand be noncontroversial and harmless, it can also have serious repercussions and negative influences. The article also discusses the term ‘Food Porn’ a metaphor used on social media platforms like Instagram and Facebook captioning scrumptious, visually appealing food. This term was used to indicate food that was exaggeratedly to be out of bounds differentiating what food should be to what it deserved to be. It cannot be denied that digital revolution has transformed society with our food culture becoming more and more digitized. The modern-day nature of employment with long working hours, many women in workforce, change in gender roles as compared to earlier times has changed the way food was prepared with it becoming an industry of its own. Like the post points out food communication in social media can be considered a way to share a meal in the stressful modern age and I would say especially during this time of the Covid-19 pandemic.

      Thank you again for an interesting discussion.
      Kanishk

      Reference:
      Holmberg, C. (2014). Food And Social Media — A Complicated Relationship’. Retrieved from https://www.huffpost.com/entry/food-and-social-media-a-c_b_4898784

  10. I like that you identify we are more wiling to communicate with strangers online than we are in person. Do you think they feel safe because they are online? That they may be more confident in sharing their opinions on a recipe because they could still delete their comment, rather than not being able to take back what they say out loud?

    There is an importance to knowing where your food comes from. I discuss it in my paper focused more on the journey of food from farm to plate. Give it a read if you like: https://networkconference.netstudies.org/2021/2021/04/26/empowering-rural-and-agricultural-communities-through-social-media/

    1. Hello Laura

      Thank you for your comments. Not everyone is extrovert in sharing their perspective, ideas or creations face to face. Social media provides them with the platform to express themselves without being judged. They feel safer to interact with strangers. Impulsive people can delete their comments if they wish to which cannot be undone otherwise face to face.

      Your paper on empowering rural and agricultural communities through social media is a great read on educating consumers on the journey of food from farm to the table! My conference paper addressed the consumption communities formed around products, brands, and services where food communities were involved in sharing cooking tips, sharing recipes, ideas on growing food, reviewing food and restaurants in addition to many others. Your paper took me a step ahead in understanding the active collaboration of farmers and other agencies on social media platforms like Facebook and Instagram to educate consumers emphasizing the importance of consumers knowledge of the source of their food and connect them to nature like you mentioned. Social media has facilitated the ease of flow of such information irrespective of the geographical distances. Such community exchange and collaboration is quite helpful during Covid-19 pandemic times as you pointed out.

      Thank you
      Kanishk

      1. Thanks for your comment!
        Social media not only helps to connect people to the people who produce the food on their plates via online methods, but it could also encourage consumers to visit the regions. Especially as travel is limited to our own state during the pandemic. It would be great for tourists to travel our own country, to see first hand the way farmers care for the land and help support their communities and agritourism.
        Cheers, Laura

  11. Hi Kanishk Raj Singh,

    This was a very enjoyable and interesting read! It is true that social media and communities has highly impacted the food industry, and very often one may run up onto delicious dishes while using social platforms. However, we can more and more DIY food recipes being prepared with the organic raw material itself instead of the processed commercial food products, and since people are being more encouraged to eat healthy by buying their own ingredients instead of commercial processed food, do you think that this may have an impact towards the sales of the food production companies?

    Good points on overall! Thank you for this piece!

    1. Hello Theshandev

      Thank you for your comments.
      Like you mentioned there are numerous and wide variety of recipes easily accessible from any part of the world through social media, ranging from recipes and tips from celebrities, Michelin star chefs to food enthusiasts, its all a click away! I agree, with so much information available online people can DIY recipes with organic raw materials, opting for healthy eating, moving away from processed food. People are being influenced to try and be hands on with recipes but there are a still a lot of people who would prefer easy processed food to suit their busy lives so there is still market for food production companies.

      Thanks
      Kanishk

      1. Hi Kanishk,

        Indeed the internet now comprises a wide variety of food recipes which are accessible right with a click! I totally agree with your point that processed food targets more people with busy lifestyles, and even within their adverts we can effectively distinguish the aspects promoting them, like the “easy to cook” or “Microwave for 5 minutes” types of slogans.

        Moreover, I would really appreciate if you could take some time to read my paper on how Social Media and Online Health Communities are Changing psychological states and the fighting against depression. Here’s the link : https://networkconference.netstudies.org/2021/2021/04/27/social-media-and-online-health-communities-changes-in-psychological-states-and-the-fight-against-depression/

        Thank you!

  12. Hi Kanishk,
    This paper was very interesting and quite relatable. As a social media consumer I frequently encounter pictures or videos related to food. We are in a very foody culture, but I think that’s a good thing. Very often these food related videos and pictures we see on social media can inspire people to attempt to recreate what was made which adds to the participatory element of social media. The best part is that social media has enabled home cooks to watch videos and learn how to cook from some of the finest chefs in the world for free, for instance, 7 Michelin star chef Gordon Ramsey who is one of the most popular social media chefs at the moment.

    Thanks for this excellent read
    Cheers

    Luc

    1. Hello Luc

      Thanks for your comments. Social media had indeed revolutionised the food industry with users becoming more and more dependent on different platforms to access information, review restaurants and food, exchange expertise, learn from experts in addition to others. The Covid-19 pandemic with people working /studying online , gave them more time to pursue their interests and hobbies, associating themselves to communities.

      Thanks for reading.

      Kanishk

  13. Hi Kanishk,

    Really interesting paper! I had no idea such complex food communities existed online! It’s amazing how much the online network can cater to such niche community groups.

    This post made me consider how hospitality businesses, such as cafes and restaurants, have begun to heavily rely on social media in order to gain interest and increase their reach throughout the local community. In the present day of social media influence, online reviews can make or break such businesses. This can also apply to food brands. Do you believe that these virtual food communities contribute to the success of businesses such as these, through sharing personal reviews of particular venues or products? You mentioned that there is a strong support system within the members of these particular groups, and I would imagine that this would could create a lot of influence within the community when it comes to reviewing certain food businesses and brands. Would you agree?

    Interested to hear your response!

    1. Thanks for your comments. I do believe that virtual food communities can make or break a business considering the current market where social media users influence and determine trends. The prevalence and importance of virtual communities, for sharing and getting information about food and any food related information is growing rapidly. The ongoing Covid-19 pandemic has resulted in people being even more dependent on social media communities for quite a lot of things, online food communities being one of them. Strong support systems within communities influence and promote food businesses and brands.
      Thank you

      1. Hi Kanishk,
        It’s interesting to read that COVID-19 has also impacted on the use of these particular communities. Thank you for your reply!

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