Instagram'a Uygun Yemekler: Instagram'ın Yeme Davranışları Üzerindeki Etkisi

Yazarlar

DOI:

https://doi.org/10.63556/ankad.v10i1.329

Anahtar Kelimeler:

Social media- Instagram- Eating behavior- food

Özet

Fotoğraf paylaşım platformu olmanın ötesine geçerek dijital çağın güçlü bir pazarlama aracı haline gelen Instagram, tüketici davranışlarında oldukça etkilidir. Instagram'ın üç ana etkisi vardır: kişisel ilgi alanlarını ve kültürel değerleri sergilemek, sosyal trendleri ve ifade biçimlerini desteklemek ve insanların farklı kültürler ve yemeklerle etkileşime girebilecekleri bir ortam yaratmak. Yiyecek ve içecek sektöründe yapılan önceki çalışmalar, Instagram'daki görsel olarak çekici içeriklerin duygusal tepkileri tetikleyebileceğini, mutfak yaratıcılığını teşvik edebileceğini ve farklı mutfakların keşfedilmesini sağlayabileceğini göstermiştir. Bu çalışma, nitel araştırma tasarımı çerçevesinde Instagram'daki görsel içeriğin tüketicilerin yeme davranışlarını nasıl şekillendirdiğini araştırmayı amaçlamaktadır. Bu bağlamda, 40 kişi ile yarı yapılandırılmış görüşmeler yapılmış ve toplanan nitel veriler içerik analizine tabi tutulmuştur. Bu doğrultuda beş ana tema belirlenmiştir: Görsel içerik, yeme alışkanlıkları, evde yemek pişirme, yeni tarifleri deneme ve farklı mutfakları deneme. Çalışma, Instagram'a uygun yiyeceklerin tüketicilerin yeme davranışları üzerinde etkisi olduğu ve maruz kaldıkları görsellerin içeriğinin bu etkinin yönünü belirlediği sonucuna varmıştır. Bu bağlamda, Instagram'ın yeme davranışlarını şekillendirmedeki ikili rolü vurgulanmış ve bu çalışmada çeşitli akademik ve sektörel öneriler geliştirilmiştir.

Yazar Biyografileri

İpek Itır CAN, Anadolu Üniversitesi

İpek Itır Can, Anadolu Üniversitesi Turizm Fakültesi Turizm İşletmeciliği Bölümü'nde araştırma görevlisi olarak görev yapmaktadır. Lisans ve yüksek lisans eğitimini İstanbul Üniversitesi Turizm İşletmeciliği Bölümü’nde tamamlamış, doktora derecesini ise Anadolu Üniversitesi Turizm İşletmeciliği Bölümü’nden almıştır. Doktora çalışmaları kapsamında, Wyoming Üniversitesi’nin desteğiyle yedi ay süreyle Amerika Birleşik Devletleri’nde akademik araştırmalar yürütmüştür. Başlıca çalışma alanları arasında rekreasyon, destinasyon pazarlaması, turizm teknolojileri ve sürdürülebilirlik yer almaktadır.

Nurhayat İFLAZOĞLU, HATAY MUSTAFA KEMAL ÜNİVERSİTESİ

Dr. Öğretim Üyesi Nurhayat İflazoğlu, Hatay Mustafa Kemal Üniversitesi Turizm ve Otelcilik Yüksekokulu, Gastronomi ve Mutfak Sanatları Bölümü’nde öğretim üyesi olarak görev yapmaktadır. Hem teorik hem de uygulamalı dersler vermektedir. Lisans ve yüksek lisans eğitimini Gastronomi ve Mutfak Sanatları alanında tamamlamış, doktora derecesini Ankara Hacı Bayram Veli Üniversitesi Gastronomi ve Mutfak Sanatları Programı’ndan almıştır. Araştırma alanları arasında mutfak kültürü, gastronomi tarihi, zeytinyağı, coğrafi işaretleme, Gastronomi 4.0, gastronomi turizmi, yöresel mutfaklar, gıda neofobisi, yiyecek-içecek işletmeleri, davranışsal niyet ve simge yiyecekler yer almaktadır.

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Yayınlanmış

2026-02-24

Nasıl Atıf Yapılır

CAN, İpek I., & İFLAZOĞLU, N. (2026). Instagram’a Uygun Yemekler: Instagram’ın Yeme Davranışları Üzerindeki Etkisi. Anadolu Kültürel Araştırmalar Dergisi, 10(1), 103–122. https://doi.org/10.63556/ankad.v10i1.329

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