Proceedings of the 7th International Conference on Modern Approaches in Humanities and Social sciences
Food Porn – Netnographic Study of Audience Motivation to Follow the Instagram Food Blogger’s Pages
Cyberspace in the present age has been able to create a platform where people can share from the most specialized content to the most up-to-date content. On Instagram, people are more in touch with each other through image and video sharing, the possibility of influencing the audience is increasing. But in recent years, the interest in seeing some daily activities, such as eating, that does not require exceptional skill or extraordinary method, and that everyone is instinctively capable of, has increased. The question of this research is why do Instagram audiences follow a daily and natural activity that can be done for everyone at any time and in any place and with the least facilities? The intention of this article is to use netnography method: observe the online behavior of the audience (audience reactions to the content of the posts in the form of comments, stories or any reference to this type of content) in front of this type of content to find their motivation to Find out by following these pages. In this article, the pages of 20 food bloggers who had an audience of more than 20,000 people have been studied. The article focuses on the theory of audience dependence. Audience dependency theory studies the audience as a passive and media-dependent element. The results of this article lead to motivating the audience to see this type of content.
keywords: food porn, food blogger, Instagram, audience affiliation, netnography