مجلة معالم للدراسات الاعلامية و الاتصالية
Volume 8, Numéro 1, Pages 41-55
2026-06-28
Visual Food Narratives In The Digital Age: How Social Media Influencers Drive Consumer Purchase Intention: A Case Study Of Tiktok And Instagram
Authors : Hellabi Zoubeyda . Hamdoune Asma .
Abstract
The exponential rise of short-form video platforms has fundamentally transformed food marketing strategies and consumer behavior worldwide. This paper investigates how visual food content produced by social media influencers, particularly on TikTok and Instagram, shapes consumer purchase intentions, dietary choices, and food culture perceptions. Drawing on the Elaboration Likelihood Model (ELM) and Social Influence Theory, the study analyzes the mediating roles of influencer credibility, content aesthetics, and algorithmic amplification in consumer decision-making processes. A detailed case study of the viral 'What I Eat in a Day' (WIED) format is presented alongside an extensive synthesis of empirical data from peer-reviewed studies and industry reports (2023–2025). Five structured data tables are included to quantify key trends. Findings reveal that visual cues, social proof metrics, and perceived authenticity are the primary drivers of food-related purchase intention in digital environments, with 74% of consumers globally reporting that social platforms guide their dining choices and 85% having acted on influencer recommendations. The paper concludes with a set of evidence-based recommendations for researchers, practitioners, platform regulators, and food security communicators.
Keywords
visual content ; social media influencers ; food security culture ; digital platforms ; Elaboration Likelihood Model
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