Social Medias’ Influences on Food Popularity Amongst Malaysian University Students

Abstract

This study explores the influence of social media on the popularity of food by focusing on the type of social media used by university students. This study utilised the quantitative research method to investigate the influence of social media on the popularity of food amongst university students in Malaysia. A total of 194 responses were gathered through the field survey. Descriptive analysis and frequency analysis were generated, and the results from this study showed that majority of the students agreed that YouTube had the greatest influence in terms of the type of social media used to increase the popularity of food. Besides, the visualisation of the food product influenced their demand and product consumption