ANALYZING THE IMPACT OF FOOD VLOGGERS ON VIEWER PREFERENCES IN UGBO STREET, TONDO MANILA

Abstract

The rapid growth of social media has significantly reshaped how individuals discover, engage with, and consume food-related content. At the forefront of this digital transformation are food vloggers, who have emerged as powerful influencers in shaping culinary preferences and dining behaviors. Through visually engaging content, authentic storytelling, and active audience interaction, food vloggers can establish trust and influence the decision-making processes of their viewers.  In the Philippine context—where social media penetration is remarkably high—the influence of food vloggers presents both opportunities and challenges for consumers and food-related businesses alike. Despite their growing presence and impact, there remains a notable gap in scholarly research specifically examining Filipino food vloggers and their influence on consumer behavior.  This study seeks to address that gap by exploring how motivations for watching food vlogs—such as entertainment, information seeking, or social connection—affect viewers’ food preferences and purchasing decisions. Moreover, the study aims to determine the extent to which food vloggers can influence the attitudes and behaviors of their audiences. This research utilizes a quantitative approach with a descriptive design to assess the influence of food vloggers on viewer preferences within the community of Ugbo Street, Tondo, Manila. The survey findings reveal that most customers in Ugbo, Tondo, Manila are female young adults aged 23 to 28, most of whom are non-residents of the area. Facebook emerges as the more popular platform for food vlogs compared to YouTube, primarily due to its accessibility and ease of sharing. Viewer preferences are strongly influenced by online reviews, and high-quality vlogs often lead to heightened expectations for detailed and informative content. However, a major concern among viewers is the insufficient information provided by food vloggers. Many rely on these content creators for trustworthy food recommendations and assessments of food quality. The survey recommends that female young adults visiting Ugbo Street remain cautious and aware of the presence of homeless individuals in the area. It also encourages food vloggers to improve their craft by refining storytelling, enhancing video and audio quality, engaging more effectively with their audience, and maintaining consistent content creation. Moreover, viewers are advised not to base their food choices solely on likes or views, but to seek reliable information and conduct personal research for more authentic insights. Lastly, the study emphasizes the role of quality content in influencing consumer purchasing behavior, strengthening brand promotion, and supporting the growth of food-related businesses.