The Use of Visual Marketing In Promoting Food Image Through Instagram: case Vietnam
Phan, Nhi (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060816456
https://urn.fi/URN:NBN:fi:amk-2022060816456
Tiivistelmä
With the constant development of technology, there have been many changes in the way people interact and perceive information. Online reviews, feedback, and visuals, all directly impact the dining experience of the Internet user. Among which the most efficient tools that can quickly catch the user’s attention is visual. For this reason, Instagram, as a visual social media platform, is witnessing significant growth in users, which results in an urge for visual marketing adoption.
This study has crucial implications that could give a big picture of food photography and the use of visual marketing on Instagram. The case chosen for this study is Vietnam, a country located in Southeast Asia. In addition to the diverse culinary culture, a great number of Vietnamese people are using Instagram as a tool to lookup up food-relating content, which makes it a suitable example for this research. The research gives an overview of how Vietnamese people use social media to promote their cuisine. Subsequently, identify the existing marketing strategy's strengths and flaws for superior strategies in the future.
A mixed-methods study was conducted. While qualitative data was conducted to form an understanding of the human’ psychology toward visual marketing; the quantitative method was conducted to collect analytical data and categorized the responses. A group of participants was invited to participate in the surveys. They are different in age, nationality, career, and diet which creates the diversity for the obtained results.
The results of the study analyzed visual marketing within the social media framework, specifically Instagram. It represents the author's understanding, enthusiasm, experience, and suggestions regarding the psychological effects created by food imagery. Visual marketing, human psychology, and food photography are among the key principles. Based on literature and empirical evidence found within the research time, it is true that people's appetites are stimulated when being exposed to food images. In specific, color and presentation are critical attributes in making a dish more tempting and delicious through photography. As a result, it is suggested to invest in food photography study and make use of visual marketing to efficiently promote food and tourism.
This study has crucial implications that could give a big picture of food photography and the use of visual marketing on Instagram. The case chosen for this study is Vietnam, a country located in Southeast Asia. In addition to the diverse culinary culture, a great number of Vietnamese people are using Instagram as a tool to lookup up food-relating content, which makes it a suitable example for this research. The research gives an overview of how Vietnamese people use social media to promote their cuisine. Subsequently, identify the existing marketing strategy's strengths and flaws for superior strategies in the future.
A mixed-methods study was conducted. While qualitative data was conducted to form an understanding of the human’ psychology toward visual marketing; the quantitative method was conducted to collect analytical data and categorized the responses. A group of participants was invited to participate in the surveys. They are different in age, nationality, career, and diet which creates the diversity for the obtained results.
The results of the study analyzed visual marketing within the social media framework, specifically Instagram. It represents the author's understanding, enthusiasm, experience, and suggestions regarding the psychological effects created by food imagery. Visual marketing, human psychology, and food photography are among the key principles. Based on literature and empirical evidence found within the research time, it is true that people's appetites are stimulated when being exposed to food images. In specific, color and presentation are critical attributes in making a dish more tempting and delicious through photography. As a result, it is suggested to invest in food photography study and make use of visual marketing to efficiently promote food and tourism.