Why Are Foodies Active on Social Network Services? An Exploratory Study on Foodies' Influence on Social Media

As social media continues to gain traction in the food industry, this study explored how cooking and dining-out behaviors and social media use differ depending on the foodie tendencies of consumers, particularly Korean Millennial and Gen Z consumers. Additionally, this study considered the effect of foodie tendencies on active social media usage. Based on the Foodie Index, two groups were identified: high and low. The high group scored higher than the low group on foodie knowledge and spending, food interest, and time commitment. Comparison of the food, cooking, and dining-out behaviors of both groups revealed a significantly greater frequency of cooking and a higher proportion of using their own ingredients, even when dining alone, in the high group. Analysis of social media use characteristics also demonstrated significantly higher scores for the high group than the low group in terms of the degree of use, average daily usage time, checking frequency, and use of social media recommendations when cooking and purchasing food. Furthermore, foodie inclination significantly influenced active usage behavior, as users shared informative content and frequently posted articles and photos. This study found that foodies play a leading role in producing food-related information by actively using and sharing social media. Considering this ripple effect, consumers' foodie tendencies can be used as an important measure in food marketing-related research.