Thus, one of the most important roles of advertising is to communicate the meaning of products to consumers. The trustworthiness of the endorser mainly depends on the consumer's perception (Shimp, 2000), with the tendency to trust a source that shares some similarities with him (Erdogan, 1999). Miller and Baseheart (1969) examined the impact of source reliability on the persuasiveness of communication.
The lifestyle fit or similarity is one of the factors that can increase the confidence of consumer. The better the source fits, the more successful it will be and the more acceptable the messages (Gerard Tellis, 2004). In this case can be used as a type of food that the audience prefers, the price that varies that on the possible budget, the decoration of the place that suits people's lifestyle, the location of the reviewer and the audience.
People with high popularity are seen as well-known among the population because of the publicity that comes with their lives. Examples of this are the famous actors or actress, the artist (Gerard Tellis, 2004). According to the information from both sides, this can bring the conclusion about what factors are related to the success of the food bloggers to bring a large group of people to the restaurant and they can also earn a lot of money from this business.
Population and Sampling
To get the inside response to analyze, this research mainly uses the qualitative research methodology by conducting the one-to-one interview among food lovers. The interview will be conducted by asking the foodies how they chose the new restaurant to try, where they got the information from, what kind of food bloggers they love to follow and asking the food and beverage marketing how they choose. their product fame and the outcome to get a broader idea of the factors considered in their decision-making phase. In addition, two of the interviewees are food bloggers with high traffic on their own website, and more than 50,000 followers on their Facebook or Instagram page.
Data collection
Research Method
Then I create the framework for this study and the questions to be asked during the in-depth interview related to each factors which are attractiveness, trustworthiness, lifestyle fit, expertise and popularity. The interview process among 12 people will be conducted through a face-to-face interview and telephone interview, depending on the time available for each interviewee. After collecting the in-depth interview data, each answer will be rearranged and analyzed by categories to get the final result of the audiences, restaurant marketing and the successful food bloggers.
RESEARCH FINDINGS
Audiences
- Attractiveness
- Trustworthiness
- Lifestyle Fit
- Expertise
- Popularity / Followers
- Additional finding
- Quality of the content
- Location
- Price Range
- Restaurant Ambiance
With the fine presentation of the food, it invites people to explore more and create a need to try. In contrast, one interviewee said she loved watching the food review while the reviewer was talking about food. Having a reviewer in the review makes the food review a little more entertaining and livelier.
As a food blogger has become a career that can earn big money, people these days should be aware of the review. They should beware of the paid review that can create the unsatisfied result when they go to the restaurant. Moreover, the problem about this factor is that most people cannot remember who made the review of the particular restaurant.
According to the interview, all of them (8 out of 8) view the food review based on their personal interest, for example, people who like street food choose to view the street food review, people who go to cafes, search for cafe reviews, Japanese food lover looking for a review of a Japanese restaurant. Only some people (1 in 8) watch food bloggers who rate more than the usual food they eat, from street food to fine dining. The interview shows that many people (5 out of 8) look at food reviews because they want to find a new good place to hang out with friends and family.
They simply consume the content they are interested in without looking at the number of followers on a particular page. This means that they will definitely not go to a restaurant under review if it is too far from their usual area. In addition, the evaluation of public transport is a location-related factor among people who do not drive, while parking is an important factor for car owners.
Therefore, the rooftop restaurant or the restaurant close to the river can charge a higher price for the food without complaints from the customers.
Food and Restaurant Marketing
- Attractiveness
- Trustworthiness
- Lifestyle Fit
- Expertise
- Popularity / Followers
The same information that both groups share the same need is the recommended dish, the restaurant location, the restaurant atmosphere and the price range. The restaurant decoration is also in their consideration set when it comes to choosing the restaurant. With the same food categories and price range, they will make the decision based on the restaurant atmosphere.
The restaurant marketing was not concerned with how beautiful the presenter looks, but the most important thing is the attractiveness of the food on the review. They choose the food blogger according to the previous review to see if the food videos or photos look good in the review. Therefore, it is important to have a great photo shoot or nice video in the restaurant review.
This is the second factor that restaurant marketing takes into account when selecting food bloggers. The lifestyle that fits in this case means that the style of food that blogger makes a review may or may not fit the food of the restaurant and the target group, for example the Thai restaurant marketing trend of inviting Thai food bloggers to share their food, dessert , cafe to be reviewed prefers the dessert blogger to the general food blogger. The restaurant marketing aims to reach the target group who has a high probability of visiting the restaurant so the previous reviews and blogger lifestyle help the restaurant marketing to choose the right target groups.
The restaurant marketing did not do the research on how knowledgeable the food blogger is. One of the restaurant marketing said "the expert food blogger asks too many questions and some question is too deep", so she prefers the normal food blogger over the expert food blogger. You only take a few minutes to see how many followers the food blogger has.
They combine follower count with other factors when it's time to select the food bloggers to review.
Successful Food Bloggers
- Attractiveness
- Trustworthiness
- Lifestyle Fit
- Expertise
- Popularity / Followers
The more followers means the review will reach more people. The personal lifestyle is related to the area of food that the food blogger is doing the review as they start the review because of their passion. The food bloggers started making the review based on their favorite food, favorite restaurant or the food category that they are familiar with.
In order to create the good quality of the review, it is important to know and understand the unique character of the food very well. With knowledge and experience, the food blogger can write an interesting review for the public. In the perspective of food bloggers, followers will come to their channel because of the love of content they create.
Making an online ad only helps them reach a large amount of people, but to be in the food blogging industry for the long term, it's important to be honest and respect their followers.
CONCLUSIONS
- Implications
- Limitation
- Recommendation
- introduction
- factors Attractiveness
The purpose of this study was to find out what factors motivate people to follow the food blogger to the restaurant they review and how these factors drive them to try the new restaurant. To achieve this goal, we conducted and compared in-depth interviews among the group of people who are true food enthusiasts and who follow a number of food bloggers and follow them to the reviewed restaurant (from online to offline). This may represent the majority currently happening in Thailand, where the food blogger can be a full-time career for many people and new food bloggers are joining in every day.
There may be more variation in the answer to the same question in a larger sample size. Moreover, the qualitative research can give the internal answer of the sample group, but to see the statistical result of which factors have a greater impact on people's decision to go to the new restaurant, the result would be stronger by conducting a questionnaire and conduct an investigation. quantitative analysis. For the further research, to confirm each factor in this study for the wider area, it would be better to prepare a questionnaire regarding the mentioned factors and then distribute it to the larger sample size with variety group.
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