In recent years, the rise of food vlogging has transformed the culinary landscape, captivating audiences worldwide with its unique blend of culinary expertise, visual appeal, and personal storytelling. This phenomenon has not only influenced how we consume and interact with food, but also significantly impacted the way brands promote their products.

Food vlogging, which involves creating and sharing video content related to food, has evolved from its humble beginnings as static recipes on the internet to a dynamic and engaging form of digital storytelling. The advent of video-sharing platforms like YouTube, Instagram, and TikTok has provided a global stage for food enthusiasts to showcase their culinary creations. These platforms have enabled creators to produce a wide range of content, from cooking tutorials and recipe demonstrations to restaurant reviews and food challenges, thereby connecting with a diverse global audience (Dey, 2023).

One of the most significant impacts of food vlogging is its influence on consumer behavior. Studies have shown that food vloggers can significantly shape consumer attitudes and purchase intentions. The trustworthiness, expertise, and familiarity of a food vlogger are crucial factors in determining how favorable consumers' attitudes are toward the food products being reviewed. The visual appeal of food vlogging plays a crucial role. This connection is often built through personal anecdotes, cooking tips, and a glimpse into the vlogger's life, making viewers feel like they are sharing a meal with a friend (Luong & Ho, 2023, Dewanthi, 2024).

Food vloggers have become influential marketing tools for brands. By collaborating with food vloggers, brands can promote their products in a more authentic and engaging manner. The persuasive power of food vlogger reviews has been extensively studied, with findings indicating a strong relationship between food reviews and consumer purchasing decisions (Wachyuni et al., 2023).

Have you ever been tempted to try food recommended by a food vlogger? Share your experiences in the comments!

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