The Impact of Mukbang on Food Interest of Hospitality Management Students at De La Salle University – Dasmariñas (DLSU-D)

Abstract:  The traditional method of marketing a product has limitations, which is the reason digital marketing has become popular. Digital marketing is a means of marketing a product through the internet, and as a result, mukbang has grown in popularity. Mukbang are recordings of individuals eating food in front of a camera.

In this study, which was done among DLSU-D hotel management students, it was discovered using the survey that watching mukbang is likely to influence its viewers. The results of their daily social media use revealed that the majority of them get exposure to mukbang once a week. As a result, viewers are interested in what they see on their screens, and mukbang is one of the ways to reach its potential customers.

Keywords: Mukbang, Digital Marketing, Social Media Influencer, Mukbanger, Marketing Strategy, Marketing Tool.

Title: The Impact of Mukbang on Food Interest of Hospitality Management Students at De La Salle University – Dasmariñas (DLSU-D)

Author: Julia Marie A. Cadungog, Klint Earl F. Dy, Matthew C. Paual, Mr. Mario Luis Jamoralin

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 11, Issue 1, April 2023 - September 2023

Page No: 132-143

Research Publish Journals

Website: www.researchpublish.com

Published Date: 29-May-2023

DOI: https://doi.org/10.5281/zenodo.7981446

Paper Download Link (Source)

https://www.researchpublish.com/papers/the-impact-of-mukbang-on-food-interest-of-hospitality-management-students-at-de-la-salle-university--dasmarias-dlsu-d