1.
Mhashilkar Suraj
– Neville Wadia Institute of Management Studies and Research, Pune, Maharashtra, India.
2.
Sonali Jadhav
– Neville Wadia Institute of Management Studies and Research, Pune, Maharashtra, India.
Abstract
Internet use today has merged seamlessly into daily
life, making the present era genuinely the era of
communication. All kinds of businesses are utilizing
social media as a crucial component of their marketing
strategies as its popularity continues to rise. This
study investigates how consumers perceive various
retailers’ food and beverage vlogging. The influence
of the vlogs on consumer preference for those
outlets, whether customers are aware of the concept
of vlogging and whether any such food vloggers are
followed. Additionally, the study will better comprehend
the connection between food Vloggers’ reviews and
suggestions, as well as how this affects the restaurants
that customers choose to visit. Additionally, it identifies a
few variables that motivate and sway diners’ restaurant
selections. Furthermore, it identifies various social
media channels that customers have suggested to
review the different food and beverage vlogs produced
for decision-making.
Keywords Food Vlogging, Vloggers, Customer Perception, Social Media, Buying Behaviour
