Darmawan, Krisna Dafa H (2024) THE ATTRACTIVENESS OF FOOD IMAGES AND BEHIND-THE-SCENES FOOD VIDEO REELS IN CONSUMER ENGAGEMENT ON SOCIAL MEDIA. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This study aims to analyze the influence of the attractiveness of food images
(X1) and the attractiveness of behind-the-scenes (BTS) food video reels (X2) on
consumer engagement in social media. With the rapid development of social media
platforms, particularly in the food and beverage industry, visual factors have
become crucial elements in capturing consumer attention. This research proposal
identifies that visual content plays a significant role in shaping consumer
engagement on social media, focusing on two main variables: the attractiveness of
food images and the attractiveness of BTS food videos, utilizing the Reasoned
Action Theory. The approach used in this study is multiple regression analysis to
measure the extent to which these two independent variables influence consumer
engagement on social media. Data were collected through a questionnaire survey
distributed to consumers in the food and beverage industry.
The results indicate that both independent variables, the attractiveness of
food images (X1) and the attractiveness of BTS food video reels (X2), have a
significant impact on consumer engagement on social media. Specifically, the
attractiveness of food images (X1) has a coefficient of 19.9%, while the
attractiveness of BTS food video reels (X2) has a coefficient of 57%, both significant
at an engagement level of 88.4%. This demonstrates that visually appealing content
significantly enhances consumer engagement on social media. The conclusion of
this study underscores the importance of attractive visual content in social media
marketing strategies. Social media account managers in the food and beverage
industry are advised to enhance the quality of the images and videos they upload,
particularly BTS videos, to maximize consumer engagement. This research
provides valuable insights into the dynamics of consumer engagement on social
media and offers practical guidance for industry practitioners.
Keywords: consumer engagement, social media, attractiveness of food images,
behind-the-scenes food video reels

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