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Title:	吃貨人生: 探索在香港Instagram上的食物影像分享 Foodie’s Life: Exploring Food Captures Sharing on Instagram in Hong Kong
Authors:	梁譽昭
Contributors:	林怡潔 Lin, Yi-Chieh 梁譽昭
Keywords:	Social media Food photography Foodie Opinion leader Digital economy Networking
Date:	2017
Issue Date:	2018-01-03 16:21:44 (UTC+8)
Abstract:	The “camera eats first” phenomenon has become a worldwide popular culture which affects our everyday life. The study is committed to look at the foodie behavior on Instagram in Hong Kong, a renowned gourmet paradise. Through a qualitative study of five Instagram foodies, it aims to explore and add an academic dimension of understanding of the culture from the foodie’s perspective and their online behaviors of running a public profile about daily food consumption on Instagram. The results suggested that some foodies see their profiles as the extension of themselves, a space to showcase their works and preferences; but they do not see their profile as a future business opportunity. Even though the foodies on Instagram are mostly amateur instead of professionally trained food photographers, they keep enhancing their skills by learning from their peers and constant practices, for the sake of producing attractive photos. Flat-lay is one of the most popular styles of photography on Instagram which is appreciated by the foodies, as well as the audience. Attractive food visual content and skillful labeling hashtags have made Instagram a platform to satisfy intense desire for food consumption. A foodie’s interaction with audience further enhances the consumer’s desire by offering personal comments. The findings imply that there is a wide scale of foodies with different attitudes towards their practice of posting food images on Instagram. It is crucial for food marketers to understand their attitudes and preferences for better communication. Future research can be conducted on a broader scale of foodies to examine foodies and their influence on social class, giving marketers more ideas of effective positioning and segmentation.
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Description:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 104461010
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0104461010
Data Type:	thesis
Appears in Collections:	[International Master`s Program in International Communication Studies] Theses

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