Food versus faces: #plant-based #vegetarian #vegan Irish influencers engagement, sentiment and digital food culture on Instagram

Abstract

The purpose of this thesis was to examine digital food culture in relation to Irish #plant-based #vegetarian and #vegan food influencers on Instagram. The mixed method study sought to explore factors of engagement and sentiment around photos of food versus photos of faces and to identify any additional visual themes. The literature review revealed photography as a phenomenon on social media, its relationship to self-presentation and establishing trust online, and as an extension of self and engagement with culture. A mixed method approach was employed to explore the topic in depth. The results found that overall photos of faces received more engagement than photos of food; though differences in engagement between these two categories were closer than anticipated and there was variation in individual profile results. Sentiment analysis of comments was found to be extremely positive on both photos of food and of faces regardless of the level of engagement with results returning almost no negative or neutral comments. The thematic visual analysis found a number of additional photographic categories and themes were present. The results point to unique visual self-presentation opportunities for influencers to establish trust and build their brands online and revealed the complexity of Irish digital food culture on Instagram highlighting the need for further research within this emerging area.