An examination of the role of social media as an influencer of consumers’ food choices and identity using applied self-determination theory

This research provides a better understanding of how social media shapes consumption and interaction with food choices for “foodies”, or self-defined food enthusiasts. When exploring the marketplace marketing researchers, often the focus of research is on brands or point of purchase. This research focuses on consumer behaviour, the way in which attitudes and motivations towards food are shaped and directed in a complex reciprocal relationship with social media. Consumer relationships with food choice are complex. When evaluating food choices, consumers regularly seek out information from wider sources such as media, experts, authorities and social networks (Lioutas, 2014). The desire to educate and influence others has been established as a major motive to produce social media content (Sepp, Liljander, & Gummerus, 2017), and there is evidence that readers are seeking and applying content from social media influencers as part of wider decision making processes around food and food-related identity. This research applies Deci & Ryan’s self determination theory to identify how individuals make use of social media to inform food choices and food-related identity behaviour. Collecting data from in depth interviews and food diaries allows analysis into the motivations (intrinsic, extrinsic, amotivation), behaviours (online engagement and social food practices) and psychological value (in meeting needs for autonomy, competence and relatedness) of social media use to participants (Deci & Ryan, 2008). Preliminary analysis of the qualitative data revealed that evaluating motivations for engaging in social media and applying online findings into offline habits requires a broader understanding of food enculturation, family dynamics, values and meanings attached to food. Food choices are highly individualistic as are the motivations, reasons and ways of making use of social media. Findings will be of benefit to the marketing research community as they will provide situational understanding of how modern families and individuals are influenced by online content. The research answers the following question: How and why are consumers using social media to explore and inform choices around food and food-based identities, and to what degree does social media influence these consumers?