SOCIAL MEDIA INFLUENCE ON THE FOOD PREFERENCES OF SELECTED
STUDENTS AT CAMARINES NORTE STATE COLLEGE – MAIN CAMPUS
A Thesis Presented
to the Faculty of College of Arts and Sciences
Camarines Norte State College
Daet, Camarines Norte
In Partial Fulfillment
of the Requirements for the Degree of
Bachelor of Arts in Sociology
by
Poot, Karen Joy T.
July 2023
Republic of the Philippines
Camarines Norte State College
COLLEGE OF ARTS AND SCIENCES
Daet, Camarines Norte
CERTIFICATE AND APPROVAL SHEET
This thesis titled “SOCIAL MEDIA INFLUENCE ON THE FOOD PREFERENCES OF
SELECTED STUDENTS AT CAMARINES NORTE STATE COLLEGE – MAIN
CAMPUS” prepared and submitted by KAREN JOY T. POOT in partial fulfillment of the
requirements for the Degree of BACHELOR OF ARTS IN SOCIOLOGY has been examined and
recommended for the Oral Examination.
PAUL JOHN BAUTISTA
Adviser
Approved by the Panel of Examiners on Oral Examination with the grade of ____%
Thesis Committee
NOEL C. ALEGRE
Chairman
RHODAVIV V. AVILA
Member
RONALD J. ESCASINAS
Member
GLEN Z. ESTACION
Member
PAUL JOHN BAUTISTA
Member
RIA P. MORALES
Member
Accepted and approved in partial fulfilment of the requirements in thesis writing for the
Degree of BACHELOR OF ARTS IN SOCIOLOGY.
Date:
JOCELYN TRINIDAD, Ph.D.
Dean, College of Arts & Sciences
ACKNOWLEDGEMENT
First and foremost, I want to give thanks and praise to God, the Almighty, for His blessings
and guidance throughout my research journey, which allowed me to successfully complete this
study.
I would like to express my sincere gratitude to my thesis adviser Mr. Paul John Bautista
who made this study possible. His dedication, motivation, determination, and vast knowledge
guided me through every phase of writing this study.
My heartfelt gratitude also goes to Mr. Ronald Escasinas for sharing his in-depth
knowledge and assistance with the data analysis for this study.
I also want to express my gratitude to the committee members for their insightful criticisms,
ideas, and recommendations to enhance this study even better.
To my classmates, especially Ms. Ayrish Esteleydes thank you for the help and guidance
to finish this study. Also, to my friends, for the continues support that pushes me to make this
study a success.
Finally, I'd want to thank my mother, Glenda T. Poot, for her unwavering support and
encouragement. I also want to express my appreciation and to my family, who have always
supported me morally and financially and provide me the determination in pursuing this study.
ABSTRACT
Title:
SOCIAL MEDIA INFLUENCE ON THE FOOD PREFERENCES OF
SELECTED STUDENTS AT CAMARINES NORTE STATE COLLEGE – MAIN CAMPUS
Researcher:
Karen Joy T. Poot
Degree:
Bachelor of Arts in Sociology
Institution:
Camarines Norte State College
Year:
2023
Adviser:
Paul John Bautista
Different social media platforms, such as Facebook, Twitter, Instagram, Pinterest,
TikTok, and YouTube, are just a few of the popular social media platforms among students.
Food trends popularized on the aforementioned social media platforms are prevalent in
today’s generation. With this, their food preferences may be influenced as they use these
social media platforms. A survey questionnaire was applied to the selected students of
Camarines Norte State College – Main Campus. Survey results investigating students'
demographic data, frequently used social media, food trends attributable to social media,
and other necessary information relevant to this study were recorded. A total of 138 sample
size were contacted and surveyed through online Google Forms. The findings of this study
found that there is an association between social media and the food preferences of the
students (p < .01). It is stated that social media has an influence on the food preferences of
the students, as they tend to reflect and mirror the trends on social media that their peers
are posting and sharing. Exposure on social media platforms, food-related contents, and
food trends popularized on social media influence the food preferences and how students
perceive the food.
TABLE OF CONTENTS
Content
Page No.
TITLE PAGE
i
CERTIFICATION APPROVAL SHEET
ii
ACKNOWLEDGEMENT
iii
ABSTRACT
iv
INTRODUCTION
1
Background of the Study
1
Importance of the Study
4
Objective of the Study
5
Statement of the Hypothesis
5
Scope and Limitation
6
Time and place of the Study
7
REVIEW OF LITERATURE
8
Social Media
8
Types of Social Media
10
Social Media and Food Trends
11
Social Media and Food Preferences
13
Social Media and Food Contents
16
Theoretical Framework
18
Conceptual Framework
19
METHODOLOGY
21
Research Design
21
Population of the Study
21
Data Collection
22
Tools for Data Analysis
23
Ethical Considerations
25
RESULTS AND DISCUSSION
26
Demographic Profile of the Respondent
26
Problem 1: Frequently Viewed Social Food Content of the Students
31
Problem 2: Consumed Food Trends of the Students
35
Attributable To Social Media
Problem 2: Social Media Influence on Food Preferences
43
SUMMARY, CONCLCUSION AND RECOMMENDATION
51
Summary
51
Conclusion
53
Recommendation
55
LITERATURE CITED
56
APPENDICES
60
A. Nomination of Thesis Evaluation/Advisory Committee
60
B. Application for Final Oral Defense
61
C. Certification from the Secretary
62
D. Certification from the Editor
63
E. Certification from the Author
64
F. Survey Instrument
65
G. Informed Consent
68
H. Field Notes
69
J. Gantt Chart
79
K. Curriculum Vitae
81
LIST OF PLATES
Plate Number
1
Description
Plate 1. Location of Camarines Norte State College
Page
7
LIST OF FIGURES
Figure Number
Description
Page
1
Conceptual Paradigm
19
2
Crosstabulation of Consumed Food Trends
40
& Hours Spent on Social Media
LIST OF TABLES
Table Number
Description
Page
1
Scale, Descriptive Writing, and Interpretation
23
2
Age of the Respondents
26
3
Sex of the Respondents
27
4
Department of the Respondents
27
5
Course of the Respondents
26
6
Weekly Allowance of the Respondents
29
7
Time Spent on Social Media per Day
30
8
Social Media Users
30
9
Frequently Used Social Media Platforms
31
10
Social Media Platforms with Food-Related Posts
32
11
Frequently Seen Food-Related Contents
33
12
Features/Qualities of Social Media Food Contents
34
13
Appealing Food Trends on Social Media
35
14
Tried the Trend Presented on Social Media
36
15
Food Trends Tried Attributable to Social Media
37
16
Frequency of Trying the Food Trends Saw on
38
Social Media in a typical week
17
Crosstabulation of Consumed Food Trends & Sex
38
18
Social Media as Means of Finding Food to Eat
41
19
Food Contents Browsed When Searching For
41
Food to Eat
20
Crosstabulation of Consumed Food Trends and
42
Viewed Food Contents
21
Association Analysis of Video-based Platforms
44
and Food Trends
22
Association Analysis of Text-based Platforms
46
and Food Trends
23
Association Analysis of Image-based Platforms
47
and Food Trends
24
Level of agreement with the statement:
49
“Social media affected my food preferences.”
25
Changed of Food Preferences Due to Social Media
49
1
CHAPTER I
INTRODUCTION
This chapter provides an overview of the proposed topic that aims to explain what
this study is all about.. This chapter includes the background of the study, significance and
objective, statement of the hypothesis, scope and limitation, and the time and place of the
study.
Food is an inseparably connected part of everyone's life, functioning as both a
health factor and a symbol of cultural identity. While social media allows users to share
their daily lives and experiences with friends, family, acquaintances, and even in the entire
world. Eating is certainly a daily activity due to the fact that it is something that everyone
should do for their own health.
According to Data Reportal (2022), there were 92.05 million social media users in
the Philippines in January 2022. At the beginning of 2022, the Philippines' social media
users accounted for 82.4 percent of the overall users, Instagram, with 18.65 million
users, Twitter, with 10.50 million users, and Titktok, with a total of 35.96 million users.
According to Dan (2019), the age group that engages social media the most is ages 18–24.
According to Brown (2018), in a YouTube video titled "Alton Brown Rigorously
Reviews Spicy Wings | Hot Ones." The food industry began to flourish in the media
following the Food 911 cooking show. Food 911 is a 30-minute-long show hosted by Tyler
Florence that aired on the Food Network between 1999 and 2004. The media in the United
States seeks comfort, and their source of comfort is food, which leads to the notion of
establishing food and culinary programs in the media and on television, which ultimately
2
increases and impacts the flow of food on social media. He also said that food media made
everyone more educated and appreciative. However, the disadvantage is that it demeans
the taste and flavor of the food as well as the hospitality shown across the table, due to the
fact that people are more concerned with taking a good picture of their food to post on their
respective social media accounts rather than focusing on the meals that are served in front
of them.
Today's world, individuals are increasingly active online, particularly on social
media platforms. Their daily login to these social networking sites to update their status
has actually become a routine for them. Internet is one of the most useful technological
advancements of today. Additionally, internet is incredibly user-friendly and accessible to
everyone, regardless of age, gender, or gender identity. It serves as a platform for
communication, information gathering and research, and entertainment.
Filipinos are well-known for the love for food and eating. Food is said to have the
power to bring people together. On every occasion, different types of food are placed on
the table, and each member of the family begins to engage with one another over the food
in front of them. Family bonding, friends' hangouts and get-togethers, meetings,
assemblies, or anything else that Filipinos would gather around, there is food on the table
that is served in front of them, and everyone becomes one and put together when the meal
is served.
The food industry is always flourishing with new ideas, products, and innovations.
Every year, people search for what is currently trending and popular on the internet and
choose the food trends that stand out. When the pandemic started, most establishments and
restaurants stopped operating, and people were prohibited from leaving their homes. As a
3
result, various food trends have become widely known, especially on different social media
platforms. Ube Cheese Pandesal, Bread, Sushi Bake, Nacho, Shawarma Bake, and all the
bakes, Burnt Basque Cheesecake, Korean Cream Cheese Garlic Bread, and Choco
Butternut are just a few of the food trends that arose from the pandemic. However, Dalgona
Coffee is one of those that left a lasting impression on people's minds and is said to be one
of the food trends that signify the start of the pandemic (Arnaldo, 2020).
Food preparation and cooking vlogs are currently popular, and one of the wellknown in this field is Ryan Reyes, also known online as "Ninong Ry," who has achieved
significant success on the internet. In an interview, Ninong Ry stated that he believes many
people watch him due to his personality and the fact that his food content is actually
educational (GMA, 2021, 7:50). With his elevated recipes and cooking styles of different
food especially Filipino cuisine, he established his career in the field of social media.
In this modern era, people's lives are influenced by social media in significant ways.
Different social media platforms, application, and sites influence a person's decisionmaking, hobbies, genres of music to listen to, political beliefs, consumer habits, and
nutritional choices, particularly the food preferences. Today, Facebook, YouTube,
Instagram, Pinterest, Twitter, and Tiktok are just a few of several social media platforms
that are popular in today’s generation (Ocampo, 2022). Food content abounds on social
media platforms, including blog posts, ads and commercials, food reviews, vlogs, reels,
mukbangs, and mouth-watering food images.
This different kind of contents that are circulating on social media alter people’s
preferences when it comes to what kind of food they want to eat and their eating habits as
4
well. This research examines the impact and influence of social media in influencing
people's food preferences.
Importance of the Study
This study aims to provide valuable information about the influence of social
media to the food preferences.
This study is beneficial to the following groups:
Students. This study will enable students to know the influence of social media on their
food preferences. This study will allow them to enhance their awareness regarding this
matter. It will also enable them to gain new knowledge and recognize the effects of social
media on their daily lives, particularly in terms of their food preferences.
Parents. This study will benefit parents as they will be more aware of how social media
influences their children's food preferences. This will also enlighten parents about how
powerful social media influence is not just with regard to food preferences but as well as
their children’s eating behaviour.
Community. This study will benefit the community and its citizens by providing
information on how social media influences how individuals choose their everyday meals
and how they interact with food during eating.
Café Owners. This study will surely benefit them as this will provide a significant
information that they can get to have enough knowledge on how to utilize social media as
a marketing tool for them to gain a huge or wide engagement to attract customers.
5
The Researcher. The researcher may benefit from this study as well for the reason that it
will help to enhance the ability, strategy, method, and understanding in conducting
research.
Future Researchers. This study will serve as a guide, a reference, as well as data and
information collection for the related research of future researchers.
Objectives of the Study:
The main objective of this study is to further understand the influence of social
media on the food preferences of selected students of Camarines Norte State College –
Main Campus.
Specifically, this aims to:
1.
To know the types of content that students typically view on social media.
2.
To identify the consumed food trends attributable to social media in terms of:
2.1 Sex
2.2 Number of hours spent on social media per day.
2.3 Viewed food contents.
3.
To know the influence of social media on the food preferences of the students.
Statement of the Hypothesis
Based on the objectives of the study, the hypothesis have been developed as
followed:
6
𝑯1: There is no association between Video-based particularly YouTube and Tiktok with
the student’s food preferences particularly the grouped food trends which are Drinks,
Pastries, Fast Food, and Modern Food Trends.
𝑯�2: There is no association between Text-based platforms particularly Facebook and
Twitter with the student’s food preferences particularly the grouped food trends which are
Drinks, Pastries, Fast Food, and Modern Food Trends.
𝑯�3: There is no association between Image-based platforms particularly Facebook and
Twitter with the student’s food preferences particularly the grouped food trends which are
Drinks, Pastries, Fast Food, and Modern Food Trends.
Scope and Limitations
This study is focused on the influence of social media on the food preferences of
the students. The respondents of this study are the selected students of Camarines Norte
State College – Main Campus of Academic Year 2022-2023 1st semester.
Time and Place of the Study
The location if the study is in Camarines Norte State College – Main Campus, this
study was conducted in the year 2022.
The area is presented on the next page in the Plate 1.
7
Plate 1. Location of Camarines Norte State College, Daet, Camarines Norte. It is indicated
by
the
red
pin
(University
of
Camarines
Norte).
Retrieved
from
https://www.google.com/maps/place/University+of+Camarines+Norte/@14.1091441,12
2.9564249,188m/data=!3m1!1e3!4m6!3m5!1s0x3398ae5c01f96755:0x58aca88b0bd8698
0!8m2!3d14.1089515!4d122.9561553!16s%2Fm%2F09gbrvp?entry=ttu.
8
CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the relevant literature and studies that the researcher
considered to have a further understanding of the data that are relevant to the present study.
Social Media
Social media has started to drastically change and evolve the world. People may
now exchange thoughts and ideas, communicate with others, and gain new knowledge due
to social media. And a lot of studies have indicated that a lot of individuals spend a
considerable amount of time on social media, topping off the popularity of this medium in
recent times (GOVPH, 2022).
According to the data presented by Staff (2022), Facebook is the leading social
media platform in the world with a total of 2.93 billion active users in the present year
2022. In addition to its large user base, Facebook also ranks well in terms of consumer
usage time, which almost exceeds 19.7 hours per month. It is also stated that Facebook is
one of the easiest to use and access among the different sites and platforms of social media.
Facebook is known for being popular since this social media platform is very user friendly
and a lot.
According to the Pew Research Center (2018), teenagers have become more
interested in YouTube than the recent years have passed. YouTube is a social media
platform known as the home of vlogger base contents. According to the findings of their
9
study, they found out that almost 85% of the teenagers in the age bracket of 13-17 uses
YouTube since according to them, the trends were most likely to appear on the said social
media platform which is YouTube.
In addition, Hasamnis and Patil (2019), YouTube has a worldwide audience and is
aiding the transmission of ideas, opinions, and trends among individuals. People may
flourish and advance confidently along their learning pathways by using the knowledge
they gain online. Individuals may choose how quickly they assimilate new information by
using personalized learning, which is available on YouTube. The rising popularity of
video-based contents YouTube reflects the increased prominence of such trends in recent
years.
Instagram is known for its aesthetic, trendy, and creative images and videos content
posted by the users of this platform. According to Roesler (n.d), people who uses Instagram
ages 14–24-year-olds uses Instagram due to its unique features that enables them to stay
connected with what popular on the internet, express themselves by posting visuals on their
accounts and as well as for staying connected with their loved ones and friends. Instagram
is one pf the most frequently used social media platforms trending in today’s current
generation.
Tiktok is one of the social media platforms popular among social media users
specifically students. Despite this social media platform is only new to the social mead
world, it is quickly enjoyed by people especially students due to the fact that it is user
friendly, source of entertainment and as well as educational since the contents posted on
this platform is very creative and diverse (Tiktok- Another Silly App, n.d.).
10
According to Shepherd (2022), the reason why Twitter is being utilized by its user
is due to the fact it is their means of getting the latest news happening, having this platform
as their source of entertainment, keeping in touch and contact with their family and friends,
following the brands and companies they are familiar with to stay updated to what is
currently new or trending, and lastly is to strengthen their professional network. Having
this social media platform being a text-based contents and only limited on posting pictures
and videos, mouth-watering images are less likely to appear on this social media platform.
Pinterest is an image-ruled social media platform where the primary contents that
appear on this platform are images and videos uploaded by several users of it. Based on
the data that Shepherd stated, Pinterest is more popular in United States and other foreign
countries compare in the Philippines. The majority of people who uses this unique social
media platform are women with 77.1 % and men with 14.8 % and the other 8.4 % are
unspecified. 55 % of people who use this social media platform are from the age bracket
of 18-24 years old. Since the majority of Pinterest users are women, the contents usually
posted in this platform is make up, outfits, and other aesthetically pleasing images captured
by the users of this platform.
Types of Social Media
According to Teves (2022), In today's generation, a variety of social media
platforms are hugely popular. Users of social media sites can connect with one another
through a common online area. Users are able to interact with the posts by liking, sharing,
commenting, and following other users. One of the main activities taking place on this type
11
of social media is the debate of pertinent news and information in forums of communities.
Facebook, LinkedIn, and Twitter are just few of the social media platforms under the social
networking sites. Image-based or photo and image sharing sites are also one of the types
of social media that are popular among social media users. Platforms like Instagram,
Pinterest, and even Snapchat are under this image-based platform. This type of social media
has made it easier than ever before to collect and share photos and images. This gives users
the ability to produce compelling visualizations and images. Finally, one of the most
popular forms of social media is video-based platforms or video sharing websites. Since
these social media platforms need less work for users to consume, they are extremely
popular, especially YouTube and Tiktok. There is no reading or scrolling involved, only
watching.
Social Media Food Trends
According to Hussain (n.d.) claims that the connection between coffee and social
media has gained increasing attention in recent years. The coffee industry has been
significantly impacted by platforms like Instagram and Tiktok, which also contributes to
the popularity of coffee on social media. Social media has seen a massive explosion in
coffee-related content, and coffee influencers and trends have obviously had a huge impact.
Social media has cultivated a global community of coffee enthusiasts despite its potential
drawbacks, such as harmful content and unsustainably conducted business. Users can bond
over their passion for coffee and get ideas for new activities or beverages. This sensation
of belonging to a community has fueled coffee's growth and broadened its appeal.
12
One of the most popular drinks among the younger members of this generation is
milk tea. Milk tea is currently popular among Gen Z (ages 18-23) and millennials (ages 2338). Since its inception, milk tea has become one of the most well-known drinks because
its producers use social media as a marketing tool to promote the products they sell. In
consequently, this has led to a further rise in the popularity of milk tea among consumers
and on social media (Trang, n.d.).
According to Diaz (2023), Korean food, pasta, and pizza are among the most
popular dishes on social media in the past year. A photo on Instagram with the hashtag
#Italiafood shows a variety of pasta dishes, pizza, and even burgers, and over 2.9 million
people have used it in the last year. Due to the widespread dissemination of food-related
posts going viral on various social media platforms, these food trends are not only popular
in their native nations but also have gained worldwide popularity.
According to Shah (2023), food trends have both positive and negative
repercussions. The plant-based food craze, which has been promoted by culinary
influencers, famous chefs, and even celebrities, is flooding grocery aisles with mock meats,
plant-based proteins, and vegan items. As a result, social media has affected people's
relationships with food, causing them to reconsider what they eat and making them reliant
on what is trending on social media.
13
Social Media and Food Preferences
According to Brown (2021), social media platforms are constantly dominated by
photographs of perfectly prepared and mouth-watering meals. It definitely has an impact
on how individuals feel about their appetites. Social media, however, is one area where
visual and social cues overlap. If friends often post on social media about a certain meal,
there's a significant possibility that other people will follow them. Furthermore, research
suggests that social media is changing everyone's relationship with food by changing how
people think about what they consume. With this, it was found that social media plays a
vital role when it comes to influencing an individuals choice of food as well as its food
preferences.
In addition, Preidt (2020), there is a tendency for people's food preferences to be
influenced by their social peers. In addition to the findings of this study, other research
suggests that online social networks might have an impact on people's eating patterns and
behaviors. This suggests that social media may be utilized to encourage healthy eating. The
conclusion is that people may utilize social media to influence one another's food
preferences as well as eating patterns within their social circles and that this information
can also be used for public health initiatives. Moreover, according to the study title “How
Peer and Parental Influences Affect Meal Choices” Social influences can have a significant
impact on eating choices during adolescence, when peer acceptability is crucial for youths.
Several frameworks have been developed to explain the effect of peer influence on teenage
eating behavior, despite contradictory research findings. Through social reinforcement, for
example, friends may unintentionally support the notion of the "ideal" slender body form,
14
urging teenagers to skip meals or diet. Teenagers may also copy the actions of their friends
who engage in unhealthy eating habits.
According to Smolokoff (2021), social media influences practically everything that
people purchase and consume, including food and beverages, which are also affected and
driven by it. Social media has a significant impact on all of these and other food and
beverage trends. According to the experts, individuals will definitely want to participate in
whatever popular activities their social media friends have previously found, since
individuals prefer to feel like they are a part of a community.
According to Ashton University (2021), research suggests that people do not simply
passively acquire information about what other people are eating on an online platform,
but that this digital data may alter food preferences and decisions, especially when people
believe that a large number of people favor a particular type of food. It's also encouraging
to know and understand that exposure to healthy meals, as well as a desire for them, has
been associated with increased consumption of such food.
Furthermore, Lichtenstein (2020) noted that when the researchers evaluated the
data, they observed that when study participants believed their social media connections
approved of eating junk food, they were more likely to consume significantly more junk
food. In the other direction, that was undoubtedly true. Participants who thought their social
media contacts ate a healthy diet and consumed more fruits and vegetables. Over time, the
eating habits of social platform groups may have an influence on the eating patterns of
others. Based on the literature and studies cited, social media has significant influence on
the food preferences of individuals.
15
According to Dowdel et al. (2022), adolescents are increasingly present on social
media, with over 90% of them having at least one account. Food and beverage companies
take advantage of this trend by targeting teenagers with social media advertising for their
products. Social media marketing may increase the chance of developing adverse health
outcomes, such as obesity, hypertension, and type 2 diabetes, depending on the nutritional
value of the products being sold. Two key findings from the studies were that celebrity
endorsement was a regular element of the commercials and that adolescents were more
likely to recall unhealthy meals. According to this analysis, food and beverage corporations
use social media to sell their products to adolescent consumers. It appears that frequent
strategies include the employment of influencers and celebrities as well as the advertising
of "unhealthy" goods. These results suggest that healthcare providers should think about
frequently assessing teenagers for social media use and current eating patterns, as well as
teaching them about health risks. Furthermore, enacting regulations and rules may help to
prevent this exposure.
According to the study conduct by Oliver (2022), the findings of this study point to
several topics, including how adolescents' capacity to recall food and beverage brands and
probable consumption patterns were affected by greater social media usage. Parents' ability
to sway their children's demands for food and beverages purchases appears to be protected.
Furthermore, parents may be aware of the targeted marketing on social media and its
potential to affect adolescents' eating habits. According to these findings, it's critical for
parents, nutritionists, and other healthcare professionals to be aware of rising social media
usage and the possible impact that food and beverage marketing may have on adolescent
16
eating habits. When explaining these hazards to students and potential practitioners,
nutrition educators must be aware of these findings.
Social Media and Food Contents
According to the study conducted by Pandey et al. (2020), the majority of
consumers believe that food vlogging raises their understanding of the restaurant's owner's
food quality and standards. However, they do not believe food vlogging is authentic enough
for them to constantly agree with it. The results of a survey in which participants responded
to a questionnaire distributed via Instagram, Facebook, and other social media platforms
revealed that they concurred that food vlogging is a desirable medium for advertising
restaurants. In this sense, there is relatively higher chance that consumer purchase the food
even they only view in on food vlogs.
According to Hallez et al. (2022), the researchers found no significant correlation
between branded food messaging and reported food intake, although this self-reported
measure does not accurately capture all the exposure to food marketing on social media.
The measurement of social media communications in this study includes all food
messaging an adolescent is exposed to on these networks, including marketed branded
messages posted by peers, celebrities, and influencers. This was done given food marketing
techniques on social media are not always clear to young adults.
17
Mood and Food Preferences
In the study conduct by Leeds et al. (2020), positive or negative emotional states,
complicated internal individual signals that may represent linkages of reward and
deprivation, and negative or positive dietary choices all have the potential to affect food
choices. Low mood is also strongly connected to low energy and exhaustion, leading food
selections to deliver increasing cravings for foods that increase mood by activating
dopamine neurons of addiction and reward. Unconscious and conscious eating patterns that
frequently incorporate sweet or fatty foods might fuel active pleasure-seeking behaviors to
diminish unpleasant emotions or distract. Using high-fat and high-sugar meals as coping
mechanisms has been related to negative psychological and physiological impacts, and
short-term mood 'boosts' can culminate in a later extended low-mood state.
According to Ashurst et al. (2018), people tend to consume more meat and other
proteins when they feel good emotions more frequently than when they feel negative
emotions. When individuals experienced unpleasant feelings, they were also considerably
more likely to report eating meats/proteins; however, these findings are only significant for
within-person analyses. Positive feelings among individuals were substantially more likely
to be linked to reports of eating sweets and significantly less likely to be linked to reports
of eating pizza or fast food in the same individual. Based on the related literature and
studies cited, mood and emotions are linked to one another.
18
Theoretical Framework
The Hypodermic Needle Model, also referred to as the Hypodermic-Syringe
Model, Transmission-Belt Model, or Magic Bullet Theory, is a communication theory that
posits that a message is directly received and fully accepted by the recipient (Lowery,
1995). The theory affirms that messages in the media act as hypodermic needles, injecting
concepts, ideas, and beliefs into the minds of audiences, who are only passive recipients of
the message. In order to fast and directly impact audience consumer behavior, examples of
the hypodermic needle concept include the use of direct advertising, social media
influencers, product placements, and celebrity endorsements.
The Hypodermic Needle Theory states that media messages have a significant
impact on public opinion and how people act. The population at large is viewed as a "sitting
duck" since they are powerless to resist the influence of the media. The Hypodermic Needle
Theory dates back to the early 20th century, at a time when mass media like radio and
newspapers were just starting to gain popularity. This behaviorist approach, which dates
back to the 1930s, was widely regarded as out of date for a considerable amount of time.
However, the introduction of mass media adaptation based on big data analytics has caused
new interest in the model's core idea. It was widely believed at the time of its creation that
the media had a significant impact on society and could be utilized to influence public
opinion. The employment of propaganda during World War I, which showed how the
media can influence public opinion and behavior, strengthened this idea.
In this sense, the Hypodermic Needle Model Theory will serve as a guide on this
study to further understand how an individual is being influenced by what they perceive on
19
the trends specifically food trends popularizing on different social media platforms. This
will determine of how effective and influential social media platforms is to the respondents.
Conceptual Framework
Figure 1. Conceptual Paradigm
The figure above presents the conceptual paradigm which the researcher utilized
from this study. It shows the linear flow of relationship of multiple variables in the study.
Social media which includes the different platforms as well as the food-posts or contents
contained on social media platforms used by the students, variations of food trends that are
popular and are circulating around different social media platforms, and the altered or
changed food preferences of the students due to social media. The conceptual paradigm
20
was based on the theory used in this study which is the Hypodermic Needle Theory which
the researcher take into huge consideration to further elaborate and understand the sense of
this study.
21
CHAPTER III
METHODOLOGY
This chapter describes the methodologies used in this study, including the research
design, Sources of Data, Data Gathering Procedures, Data Analysis, Research Instrument,
and Statistical Treatment of the data used for reliable data analysis and interpretation were
discussed in this chapter.
Research Design
The research design used in this study is a descriptive method. The purpose is to
further understand and identify the influence of social media on the food preferences of
Selected Students in Camarines Norte State College – Main Campus. A survey
questionnaire is utilized to properly collect relevant data and information needed in this
study from the respondents.
Population of the Study
The respondents of the study were from selected students in Camarines Norte State
College – Main Campus on Academic Year 2022-2023 1st semester.
Sampling Technique
22
The method used are the stratified random sampling to select the respondents. The
researcher utilized the G Power Version 3.1. The result generated a total of 138 participants
with 5% margin of error and 95% of power (Cohen’s, 1992).
Data Collection
The researcher made questionnaire is the primary data collecting tool used to collect
and gather the necessary data from respondents in this study. The thesis adviser and thesis
professor initially checked the questionnaire that the researcher had created. To create a
more credible, relevant, and effective questionnaire to evaluate the desired output of this
study, the researcher conducted a dry run with a total of 10 respondents from Camarines
Norte State College – Main Campus. After conducting a dry run of data collection, the
researcher made necessary revisions to the other parts of the questionnaire to ensure proper
data collection from respondents.
Due to a lack of funds to print physical copies of survey questionnaires, the
researcher has used Google Forms as a survey questionnaire instrument. The respondents
were contacted through Facebook accounts and agreed to participate.
The type of scale used in the one (1) item on the survey questionnaire is Likert’s
Scale. In this study, it used a 5-point scale that measures the level of agreement of the
participants.
23
Table 1. Scale, Descriptive Rating, and Interpretation
The responses of the one (1) item in survey questionnaire were scaled in the
following: Strongly Disagree, Disagree, Neither agree nor disagree, Agree, Strongly
Agree.
SCALE
DESCRIPTIVE RATING
4.20-5.00
Strongly Agree
3.40-4.19
Agree
2.60-3.39
Neutral
1.80-2.59
Disagree
1.00-1.79
Strongly Disagree
Tools for Data Analysis
The data collected by the instrument will be tabulate, tally, analyze, and interpret
accordingly. The data were treated as follows:
1. Mean. This was utilized in order to compute the raw data's average. A Likert scale
analysis designed for descriptive rating was also used.
(𝑥∗𝐷𝑅)
Formula:
Mean =
�
Where
x
=
Raw score
DR
=
Descriptive Rating
𝑵
24
N
=
Total Population
2. Percentage. This was used to determine the percentage of the demographic profile
of the respondents as well as the respondents' responses to other survey questions.
Formula: % =
Where
𝐹
𝑵
x 100
% = Percentage
F
= Frequency of used
N
=
Total Population
100 = Constant Number
3. Rank – This was used to determine the rank of the responses made by the
respondents based on its frequency.
4. Chi-square Test – The chi-square test is a statistical method commonly used in data
analysis to determine if there is a significant association between two categorical
variables.
(𝑂𝑖−𝐸𝑖)2
Formula:
Mean =
�𝑥2 = ∑
Where
Oi
=
Observed value (actual value)
Ei
=
Expected value
𝑬𝒊
5. Odds Ratio – This was used to measure the association between an exposure and
an outcome.
25
6. Likert’s scale – The researcher used Likert’s Scale (1932), rating system design to
measure the level of agreement of the respondents.
7. SPSS IBM Student Version – It is a software tool that the researcher used to run an
advanced and descriptive statistics, cross tabulation, association analysis, and other
statistical data analysis.
8. G power Version 3.1 – It is a software tool that analyses statistical power, and
sample size, different tests, and other statistical methods.
Ethical Considerations
The researcher ensured the anonymity and confidentiality of the all the information
and answers that would be derive from the respondents/ key informants. The researcher
also explained that the result of the interview will be used for academic purpose only. Their
personal data gathered from the respondents shall not be revealed at any cost. Moreover,
the participant’s personal identity is kept anonymous in the transcription and replace it with
pseudo/screen name, this also add to the genuineness (validity) of the participant’s
response. Consent to use a voice recorder is ask prior to the conduct of conversation. The
researcher administers the interview with the participant’s will and voluntary participation.
26
CHAPTER IV
RESULTS AND DISCUSSION
This chapter contains the presentation, data analysis, and interpretation of the data
gathered from 138 selected students in Camarines Norte State College – Main Campus.
The data collected through the survey questionnaires. The results were presented in a
tabular form to make it easier for the reader to understand the result.
Demographic Profile of the Respondents
The tables below show the demographic profile of the respondents in terms of age,
sex, college/department, year level, weekly allowance, and number of hours spent on social
media.
Table 2. Age of the Respondents
AGE
18
19
20
21
22
23
24
27
Total
FREQUENCY
19
26
25
33
24
8
2
1
138
PERCENTAGE
14.8%
18.8%
18.1%
23.9%
17.4%
5.8%
1.4%
0.7%
100%
Table 2 shows the distribution of age among the respondents. The majority of
respondents are at the age of 21, 19, and 20 years old, with a percentage of 23.9%, 18.8%,
and 18.1% respectively. While the age 24 and 27 got the lowest frequency of 2 and 1, which
27
is equivalent to 1.4% and 0.7% of the total sample size. This means that the age of
respondents who are social media users lies between the age of 19-21 years of age.
Table 3. Sex of the Respondents
SEX
Male
Female
Total
FREQUENCY
44
94
138
PERCENTAGE
68.1%
31,9%
100%
Table 3 indicates the distribution of respondents by sex between male and male
respondents. It shows that there are 68.1% of the female respondents and 32.9% of the
male respondents.
Table 4. Department of the Respondents
DEPARTMENT
CBPA
CAS
CoEng
ICS
Total
FREQUENCY
55
41
28
14
138
PERCENTAGE
39.9%
29.7%
20.3%
10.1%
100%
Table 4 shows the distribution of respondents by department/college. 55 or 39.9%
of the respondents were from the College of Business and Public Administration. 29.7%
were from the College of Arts and Sciences. 20.3% percent were from the College of
Engineering. And the department/college that has the lowest frequency were from the
Institute of Computer Studies with 10% of the total sample size. The College of Business
and Public Administration (CBPA) has the highest total population which makes it had a
28
higher frequency or percentage. While the Institute of Computer Studies (ICS) has the
lowest frequency since it has the lowest total of population compared to the other
department/colleges in all undergraduate department in Camarines Norte State College
Main – Campus under the Academic Year of 2022-2023, 1st semester.
Table 5. Course of the Respondents
COURSE
BS AMATH
BS DEV COM
BS BIOLOGY
AB ELS
AB HISTORY
AB SOCIOLOGY
BSBA BE
BSBA MM
BSBA FM
BSBA HRM
BSA
BSOA
BSE
BPA
BS HM
BS EE
BS CE
BS ME
BS IT
BS IS
Total
FREQUENCY
7
7
7
7
7
6
5
6
9
5
5
7
6
6
6
10
11
7
12
12
138
PERCENTAGE
5.1%
5.1%
5.1%
5.1%
5.1%
4.3%
3.6%
4.3%
6.5%
3.6%
3.6%
5.1%
4.3%
4.3%
4.3%
7.2%
8.0%
5.1%
9.0%
1.4%
100%
Table 5 presents the distribution of respondents by course. Bachelor of Sciences in
Information Technology (BS IT) had the highest percentage with 9% of 138 sample size.
Followed by Bachelor of Science in Applied Mathematics, Bachelor of Science in
Development Communication, Bachelor of Science in Biology, Bachelor of Arts in English
Language Studies, Bachelor of Arts in History, Bachelor of Science in Office
29
Administration, and Bachelor of Science in Mechanical Engineering got the same
frequency of 7 which is equivalent to 5.1% respectively. Meanwhile, Bachelor of Science
in Information Systems had the lowest frequency among all the courses in Camarines Norte
State College with 1.4% only of the sample size.
Table 6. Weekly Allowance of the Respondents
WEEKLY ALLOWANCE
PHP 50-250
PHP 251-450
PHP 451-650
PHP 651-850
PHP 851-1,050
PHP 1,051 and above
Total
FREQUENCY
15
10
63
21
6
23
138
PERCENTAGE
10.9%
7.2%
45.7%
15.2%
4.3%
16.7%
100%
Table 6 reveals the weekly allowance of the students. It shows that the weekly
allowance of the students lies between the bracket of 451-650 pesos which had a highest
frequency of 63 and a total of 46% of the sample size.
The data shows that most of the respondents received a weekly allowance of PHP
451-650 with a frequency of 63 (45.7%), followed by respondents who had weekly
allowance of PHP 1,051 and above with a frequency of 23 (16.7%), PHP 651-850 with a
frequency of 21 (15.2%), PHP 50-250 with a frequency of 15 (10.9%). Meanwhile, the
lowest frequency of 10 and 6 of the weekly allowance is between PHP 251-450 and PHP
851-1,050 which is equivalent to 7.2% and 4.3 % of the sample size.
30
Table 7. Time Spent on Social Media per Day
HOURS
Less than 1 hour
1-2 hours
3-4 hours
5-6 hours
7-8 hours
More than 8 hours
Total
FREQUENCY
1
12
39
38
19
29
138
PERCENTAGE
0.7%
8.7%
28.3%
27.5%
13.8%
21.0%
100%
Table 7 presents the respondent’s number of hours spent on social media per day.
Based on the data gathered, it was revealed that the average of hours students spent on
social media lies between the bracket of 3-4 hours per day which got the highest percentage
of 28.3% of the total sample size, followed by 5-6 hours per day with the percentage of
27.5%, more than 8 hours with the percentage of 21%, and 7-8 hours with the percentage
of 13.8%. Meanwhile, 1-2 hours and less than 1 hour got the lowest frequency of 12 and 1
which is equivalent to 8.7% and 0.7% of the sample size. This means that respondent’s
daily consumption of social media lies between the bracket of 3-4 hours, 5-6 hours, and
more than 8 hours.
Table 8. Social media users
STATEMENT
Yes
No
Total
FREQUENCY
138
10
138
PERCENTAGE
100%
0%
100%
31
Table 8 it was revealed that the majority of the respondents are social media users,
which is exactly what the study needs in order to gather the necessary data needed in this
study. The respondents should have access to different kinds of social media platforms.
Findings of Problem 1: Frequently Viewed Social Media Food Contents of the
Students
This section shows the different types of food contents that the students browsed
and viewed on their social media. It also discusses the frequently used social media of the
students, the social media platforms with food-related posts, and the features/qualities of
food content on social media.
Table 9. Frequently used social media platforms
SOCIAL MEDIA
FREQUENCY
PLATFORMS
Facebook
121
YouTube
114
Instagram
103
Tiktok
92
Pinterest
38
Twitter
12
a. Dichotomy group tabulated at value 1.
PERCENTAGE
25.2%
23.8%
21.5%
19.2%
7.9%
2.5%
RANK
1st
2nd
3rd
4th
5th
6th
Table 9 shows the frequently used social media platforms of the students. It reveals
that Facebook and YouTube are the most used social media platforms with a percentage of
25.2% and 23.8% which lies in the rank of 1st and 2nd. Meanwhile, Twitter and Pinterest
got the lowest percentage of 2.5% and 7.9% which lies the rank of 5th and 6th. According
to Ocampo (n.d), the most popular social media platform that Filipinos utilizes is Facebook
and it was followed by YouTube, Tiktok, Instagram, and Twitter. Therefore, the result of
32
stated that the selected students of Camarines Norte State College – Main Campus use
Facebook frequently, YouTube as the respondents second frequently used social media,
followed by Instagram and Tiktok. While Pinterest is the least social media platform that
the respondents utilized.
Table 10. Social Media Platform with Food-Related Posts
SOCIAL MEDIA
FREQUENCY
PLATFORMS
Facebook
135
Tiktok
73
Twitter
69
YouTube
66
Instagram
45
Pinterest
10
a. Dichotomy group tabulated at value 1.
PERCENTAGE
33.9%
18.3%
17.3%
16.6%
11.3%
2.5%
RANK
1st
2nd
3rd
4th
5th
6th
Table 10 presents the ranking of social media platforms that often has food-related
posts. It was revealed that the majority of the respondents often see food-related posts on
Facebook, with the highest percentage of 33.9% followed by Tiktok and Twitter with the
percentage of 18.3% and 17.3% respectively. Meanwhile, it shows that the students do not
see food-related posts on Pinterest that much.
33
Table 11. Frequently seen food-related content on social media feed
FOOD CONTENTS
Cooking vlogs
Food vlogs
Mukbang
Reels
ASMR
Food reviews
Food hacks
Endorsement posts
Promotional images
shared by friends
Ads
Shorts
FREQUENCY
99
98
86
59
54
49
45
42
38
PERCENTAGE
15.7%
15.5%
13.6%
9.4%
8.6%
7.8%
7.1%
6.7%
6.0%
36
25
5.7%
4.0%
RANK
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
10th
11th
12th
a. Dichotomy group tabulated at value 1.
Table 11 shows the frequently seen food content of the students on their social
media. It was revealed that Cooking Vlogs and Food Vlogs are the food content that
frequently appear on their social media the most which got the highest percentage of 15.7%
and 15.5%. Mukbang ranks 2nd with the total percentage of 13.6%. Meanwhile, Shorts got
the lowest percentage of 4.0% making it the least food content that appear to the social
media feed of the students.
34
Table 12. Features/Qualities of Social Media Food Contents
FEATURES/QUALITIES
FREQUENCY
Affordable
97
Visual Presentation
82
Trending
66
Review of Creators
64
Popular/familiar brand
50
Portion Size
26
Sound Design
14
Celebrity Endorsement
11
Others
1
a. Dichotomy group tabulated at value 1.
PERCENTAGE
23.6%
20.0%
11.1%
15.6%
12.2%
6.3%
3.4%
2.7%
0.2%
RANK
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
Table 12 shows the features and/or qualities that make the respondents like and
consume the food trends that they view on their social media accounts. Affordable ranked
1st with a total frequency of 97. The result reveals that respondents are most likely to like
and consume the food they saw on the various types of food content they browsed if it was
affordable. As the respondents in this study are students, they prefer food that is affordable
to them. Visual presentation obtained the 2nd rank with the frequency of 82 which means
that the respondents also weigh on the visual presentation of the food whether they are
going to purchase and consume the food trends they saw on social media. Meanwhile,
Celebrity Endorsement got the lowest percentage of 11 which means that Celebrity
Endorsement is not that influential to students to try and consume the food trends that are
circulating around social media platforms.
35
Findings of Problem 2: Consumed Food Trends of the Students Attributable to Social
Media
This section presents the crosstabulation of consumed food trends of the students
attributable to social media in terms of; sex, number of hours spent on social media per
day, and viewed food contents of the respondents when finding something to eat on social
media. It also discusses the appealing food trends on social media, food trends tried
attributable to social media, and the food contents browsed when searching for food to eat.
Table 13. Appealing Food Trends on Social Media
FOOD TRENDS
FREQUENCY
Milk tea
65
Korean food
53
Homemade food
51
Coffee
49
Burgers
47
French Fries
46
Pizza
44
Pasta
24
Donuts
19
Bread and Pastries
16
Plant-based food
6
Donuts
5
a. Dichotomy group tabulated at value 1.
PERCENTAGE
15.3%
12.5%
12.0%
11.5%
11.1%
10.8%
10.4%
5.6%
4.5%
3.8%
1.4%
1.2%
RANK
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
10th
11th
12th
Table 13 shows the appealing food trends or the food trends that respondents were
drawn or swayed to due to social media. It was revealed that Milk tea is the most appealing
food trend in social media with the total percentage of 15.3 % which falls under the 1st
rank, followed by Korean food (12.5%%), Homemade food (12.0%), Coffee (11.5%),
Burgers (11.1%), French fries (10.8%), and Pizza (10.4%) which has almost the same
36
percentage result. Meanwhile, Pasta (5.6%), Donuts (4.5%), Bread and Pastries (3.8%),
and Plant-based food (1.4%) got the lowest percentage among the listed food trends that
are appealing to different social media platforms. This means that Milk tea, Homemade
food, French fries, Korean food, Burgers, and Coffee are the appealing food trends in social
media that respondents were drawn or swayed to.
Table 14. Tried the food trend presented on social media
STATEMENT
Tried
Not Tried
Total
FREQUENCY
137
1
138
PERCENTAGE
99.3%
0.7%
100%
Table 14 shows the frequency distribution of respondents who tried and not tried
the food presented in the social media food content they viewed. It was revealed that 99.3%
of the respondents tried the food presented based on the food content that they viewed and
saw. To summarize the overall result shown in this table, the majority of respondents tried
the food presented in the food content they saw on social media. This means that when an
individual sees photographs of food, the visual reinforcement might make them sense an
urge to purchase that specific meal.
37
Table 15. Food trends tried attributable to social media
FOOD TRENDS
FREQUENCY
PERCENTAGE
Milk tea
76
12.1%
Homemade Food
75
11.6%
French Fries
71
11.3%
Korean Food
69
11.0%
Pizza
68
10.8%
Burgers
66
10.5%
Coffee
66
10.5%
Pasta
46
7.3%
Bread and Pastries
41
6.5%
Donuts
33
5.2%
Plant-based Food
16
2.5%
Others
5
0.8%
a. Dichotomy group tabulated at value 1.
RANK
1st
2nd
3rd
4th
5th
6th
6th
7th
18th
9th
10th
11th
Table 15 presents the ranking of food trends from highest to lowest in which the
respondents tried due to social media. It was revealed that Milk tea is the food trend that
the students tried due to social media with the total percentage of 12.1% which falls under
the 1st rank, followed by Homemade food (11.6%), French fries (11.3%), Korean food
(11.0%), Pizza (10.8%), Burgers (10.5%), and Coffee (10.5%) which has almost the same
percentage result. Meanwhile, Pasta (7.3%), Bread and Pastries (6.5%), Donuts (5.2%),
and Plant-based food (2.5%) got the lowest percentage among the listed food trends that
the respondents tried or consumed due to social media platforms. This means that Milk tea,
Homemade food, French fries, Korean food, Pizza, Burgers, and Coffee are food trends
that the participants of this study purchased or consumed due to social media.
38
Table 16. Frequency of trying the food trends saw on social media in a typical week
STATEMENT
Always
Sometimes
Rarely
FREQUENCY
PERCENTAGE
9
87
42
6.5%
63%
30.4%
Table 16 shows the frequency of trying the food trends saw on social media in a
typical week. Most respondents stated that in a typical week, they only sometimes try food
trends they see on social media with the frequency of 87 or 63% sample size. 42 or 30.4%
of the respondents stated that they rarely try those food trends they came across social their
social media feed, and only 9 or 6.5% of the respondents stated that they always try those
food trends they saw on social media in a typical week.
Table 17. Crosstabulation of Consumed Food Trends & Sex
Food Trends
f
Coffee
21
Milk tea
11
Pastries
Bread and
10
Pastries
Donuts
11
Fast Food
Pasta
11
Pizza
21
French Fries
18
Burgers
22
Modern Food
Homemade Food
21
Trends
Korean Food
14
Plant-based Food
9
Others
3
Percentages and totals are based on respondents.
Drinks
a. Dichotomy group tabulated at value 1
Sex
Male
Female
%
15.2%
8.0%
7.2%
f
45
58
31
%
32.6%
42.0%
22.5%
8.0%
8.0%
15.2%
13.0%
15.9%
22.8%
10.1%
6.5%
2.2%
22
35
47
53
44
45
55
7
2
15.9%
25.4%
34.1%
38.4%
31.9%
32.6%
39.9%
5.1%
1.4%
39
Table 17 presents the cross tabulation of consumed food trends of the students
attributable to social media. The result reveals that the female consumed more drinks
particularly Coffee (F= 45) and Milk tea (F= 58), pastries particularly Bread and Pastries
(F= 31) and Donuts (F= 22), fast food particularly Pasta (F= 35), Pizza (F= 47), French
Fries (F= 53), and Burgers (F= 44), and modern food trends particularly Homemade food
(F= 45), Korean food (F= 55), Plant-based food (F= 7), and others (F= 3) compare to the
male respondents who consume Coffee (F= 21), Milk tea (F= 11), Bread and Pastries (F=
10), Donuts (F= 11), Pasta (F= 11). Pizza (F= 21), French Fries (F= 18), Burgers (F= 22),
Homemade food (F= 21), Korean food (F= 14), Plant-based food (F=9), and others (F=2).
This means that females are most likely to try and consume the food trends they saw on
social media.
40
Figure 2. Crosstabulation of Consumed Food Trends & Hours Spent on Social Media
Others
0,70%
Plant-based Food
5,10%
Korean Food
14,50%
Homemade Food
16,70%
Burgers
14,50%
French Fries
15,20%
Pizza
16,70%
Pasta
9,40%
Donuts
8,70%
Bread and Pastries
8,70%
Milk tea
15,90%
Coffee
More than 8 hours
14,50%
7-8 hours
5-6 hours
3-4 hours
1-2 hours
Less than 1 hour
Percentages and totals are based on respondents.
a. Dichotomy group tabulated at value 1.
Figure 2 presents the crosstabulation of consumed food trends and hours spent on
social media per day of the students. The result reveals that 16.70% of the respondents who
consume Homemade food and Pizza spent 3-4 hours per day on social media followed by
Milk tea with 15.90% consumers of the total sample spent 3-4 hours on social media daily.
15.20% of the total sample consume Fries and spent 5-6 hours on social media. 15.40% of
the respondents consume Coffee and Milk tea and spent an average of 3-4 hours on social
media per day. On the other hand, Burgers got the same percentage of 15.40% of the total
sample but those students who consume Burgers spent 5-6 hours per day. Meanwhile,
Plant-based food (5.10%) and others (0.7%) got the lowest percentage of consumers. This
means that the higher the social media exposure or consumption on a daily basis of the
41
respondents, they are more likely to consume or try the food trends they saw and are
circulating on their social media accounts.
Table 18. Social media as a means of finding food to eat
CATEGORY
Yes
No
Total
FREQUENCY
138
0
138
PERCENTAGE
100%
0%
100%
Table 18 shows the frequency of the respondents that browse on social media
platforms when finding food to eat. It was revealed that the majority of the respondents use
social media platforms when they are finding food to eat with the percentage of 100%.
Table 19. Food contents browsed when searching for food to eat
FOOD CONTENTS
FREQUENCY
Food Vlogs
84
Cooking Vlogs
80
Mukbang
58
Food Reviews
54
Food Hacks
37
Reels
33
ASMR
31
Promotional Images
19
shared by friends
Endorsement Posts
21
Ads
8
a. Dichotomy group tabulated at value 1.
PERCENTAGE
18.8%
17.9%
12.9%
12.1%
8.3%
7.4%
6.9%
5.1%
4.7%
1.8%
RANK
1st
2nd
3rd
4th
5th
6th
6th
8th
9th
10th
Table 19 presents the food contents that the students browsed when finding
something to eat. It was revealed that Food Vlogs and Cooking Vlogs are the food contents
42
or food posts that the students browsed when finding food to eat which got the percentage
of 18.8% and 17.9% followed by Mukbang and Food Reviews with 12.9% and 12.1%
respectively. In this sense, Food Vlogs and Cooking Vlogs are the most impactful food
content on social media for the students. Meanwhile, Ads got the lowest percentage of
1.8% meaning that the students rarely seek or browse Ads when they are finding something
to eat on social media.
Table 20. Crosstabulation of Consumed Food Trends and Viewed Food Contents
Food Trends
Drinks
F
V
42
50
28
C
V
45
43
30
ASM
R
15
19
10
Reel
s
17
17
13
Food Contents
Short Ad F
s
s
H
9
6 21
9
5 22
5
5 18
Coffee
Milk tea
Pastrie Bread and
s
Pastries
Donuts
27 25
11
5
Fast
Pasta
34 32
11
9
Food
Pizza
46 46
22
14
French
47 45
22
13
Fries
Burgers
48 43
23
16
Moder Homema 45 48
16
19
n Food de Food
Trends Korean
49 39
19
19
Food
Plant12 13
4
6
based
Food
Others
3
2
1
1
Percentages and totals are based on respondents.
Mukban E
g
P
24
10
39
13
20
9
PIS
F
10
14
9
4
5
11
9
4
4
5
5
11
17
21
22
25
25
36
37
6
12
16
16
6
12
16
16
10
13
4
5
18
22
36
32
15
11
15
11
9
5
24
38
10
11
4
2
8
6
2
3
3
1
2
1
2
2
a. Dichotomy group tabulated at value 1.
Table 20 presents the crosstabulation of consumed food trends of the students
attributable to social media and the food contents they view and watch on social media
43
when finding something to eat. The result reveals that most of the food trends that the
students consumed, they saw it on Food vlogs (FV) and Cooking vlogs (CV) which
obtained the highest frequencies compare to other food contents on social media that the
students viewed or watched as shown in the table above. This means that food vlogs and
cooking vlogs is the food contents on social media that has a huge impact or influence on
the consumption of food trends that the respondents saw on social media.
Findings of Problem 3: Association of Social Media and Food Preferences
This section assesses the influence of frequently used social media platforms of the
students to their food preferences. The social media platforms are grouped based on its
type; YouTube and Tiktok as video-based platforms; Facebook and Twitter as social
networking platforms, and lastly; Instagram and Pinterest as image-based platforms. The
food trends are also grouped based on the food type; Coffee and Milk tea as drinks; Bread
and Pastries and Donuts as pasties; Pasta, Pizza, French Fries, and Burgers as junk food,
and lastly; Homemade food, Plant-based food, Korean food, and others as Modern Food
Trends. The researcher used the Chi-square test of association (X2) to determine if social
media influences the student’s food preferences. The following is the hypothesis:
𝑯𝟏 : There is no association between Video-based particularly YouTube and Tiktok with
the student’s food preferences particularly the grouped food trends which are Drinks,
Pastries, Fast Food, and Modern Food Trends.
44
𝑯𝟐 : There is no association between social networking platforms particularly Facebook
and Twitter with the student’s food preferences particularly the grouped food trends which
are Drinks, Pastries, Fast Food, and Modern Food Trends.
𝑯𝟑 : There is no association between Image-based platforms particularly Facebook and
Twitter with the student’s food preferences particularly the grouped food trends which are
Drinks, Pastries, Fast Food, and Modern Food Trends.
Table 21. Association Analysis of Video-based Platforms and Food Trends
Video-based
platforms
Drinks Consumed Count
Expected
Count
Not
Count
Consumed Expected
Count
Pastries Consumed Count
Expected
Count
Not
Count
Consumed Expected
Do not
Used Used
98
4
167.97a
94.6
7.4
30
33.4
6
2.6
51
51.1
4 110.754b
4.0
77
6
77.0
77.0
Count
Consumed Count
92
Expected 89.0
Count
Not
Count
36
Consumed Expected 39.0
Count
ModernConsumed Count
102
Food
Expected 102.0
Trends
Count
Count
26
Fast
Food
X2
4 146.406c
7.0
df
p-value
Odds Ratio
(OR)
3
.01
4.88
3
.01
1.05
3
.01
3.82
3
.01
.98
6
3.0
8 185.130d
8.0
2
45
a.
b.
c.
d.
Not
Expected 26.0 2.0
Consumed Count
0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
The result of table 21 shows the Chi-square Test of Association of Video-based
platforms and the and Drinks (x2 = 167.97a, p < 01), Pastries, (x2 = 110.754b, p < .01), Fast
Food (x2 = 146.406c, p < .01), and Modern Food Trends (x2 = 185.130d, p < .01). Hence,
H1 was rejected. Thus, there is an association between the Video-based platforms and the
Drinks, Pastries, Fast Food, and Modern Food Trends. In accordance with this result, the
odds ratio is calculated. The (OR) between Video-based platforms and Drinks (OR = 4.88),
Pastries (OR = 1.05), Fast Food (OR = 3.22), and Modern Food Trends (OR = .98). The
result shows that for every Video-based platform user, there are five (5) students who
consume Drinks, one (1) student who consume Pastries, three (3) students who consume
Fast Food, and one (1) student consume Modern Food trends compare to those who uses
Video-based platforms but do not consume Drinks, Pastries, Fast Food, and Modern Food
Trends.
46
Table 22. Association Analysis of Text-based Platforms and Food Trends
Social
networking
platforms
Drinks Consumed Count
Do not
Used Used
96
6 152.667a
Expected 90.2
Count
Count
26
11.8
31.8
4.2
52
48.6
3
6.4
70
13
Not
Consumed Expected
Count
Pastries Consumed Count
Expected
Count
Not
Count
Consumed Expected
X2
df
p-value
Odds Ratio
(OR)
3
.01
6.15
3
.01
3.21
10
87.565b
73.4 9.6
Count
Fast
Consumed Count
90
6 130.406c
3
.01
4.68
Food
Expected 84.9 11.1
Count
Not
Count
32
10
Consumed Expected 37.1 4.9
Count
ModernConsumed Count
96
14 154.522d
3
.01
.52
Food
Expected 97.2 12.8
Trends
Count
Not
Count
26
2
Consumed Expected 24.8 3.2
Count
a. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
b. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
c. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
d. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
The result of table 22 shows the Chi-square Test of Association of Social
networking platforms and the and Drinks (x2 = 152.667a, p < .01), Pastries, (x2 = 87.565b,
47
p < .01), Fast Food (x2 = 130.406c, p < .01), and Modern Food Trends (x2 = 154.522d, p <
.01). Hence, H2 was rejected. Thus, there is an association between the Text-based
platforms and the Drinks, Pastries, Fast Food, and Modern Food Trends. In accordance
with this result, the odds ratio is calculated. The (OR) between Video-based platforms and
Drinks (OR = 6.15), Pastries (OR = 3.21), Fast Food (OR = 4.68), and Modern Food Trends
(OR = .52). The result shows that for every Text-based platform user, there are six (6)
students who consume Drinks, three (3) student who consume Pastries, five (5) students
who consume Fast Food, and one (1) student consume Modern Food trends compare to
those who uses Social networking platforms but do not consume Drinks, Pastries, Fast
Food, and Modern Food Trends.
Table 23. Association Analysis of Image-based Platforms and Food Trends
Image-based
X2
platforms
Do not
Used Used
Drinks Consumed Count
86
16 103.507a
Expected 79.8 22.2
Count
Not
Count
22
14
Consumed Expected 28.2 7.8
Count
Pastries Consumed Count
44
11 50.812b
Expected 43.0 12.0
Count
Not
Count
64
19
Consumed Expected 65.0 18.0
Count
Fast
Consumed Count
81
15 84.626c
Food
Expected 75.1 20.9
Count
Count
27
16
df
p-value
Odds Ratio
(OR)
3
.01
3.42
3
.01
1.19
3
.01
3.22
48
Not
Expected 32.9 9.1
Consumed Count
ModernConsumed Count
88
22 113.942d
3
.01
1.6
Food
Expected 86.1 23.9
Trends
Count
Not
Count
20
8
Consumed Expected 21.9 6.1
Count
a. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
b. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
c. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.8.
d. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 34.5.
The result of table 23 shows the Chi-square Test of Association of Image-based
platforms and the and Drinks (x2 = 103.507a, p < .01), Pastries, (x2 = 50.812b, p < .01), Fast
Food (x2 = 84.626c, p < .01), and Modern Food Trends (x2 = 113.942d, p < .01). Hence, H3
was rejected. Thus, there is an association between the Image-based platforms and the
Drinks, Pastries, Fast Food, and Modern Food Trends. In accordance with this result, the
odds ratio is calculated. The (OR) between Video-based platforms and Drinks (OR = 3.42),
Pastries (OR = 1.19), Fast Food (OR = 3.22), and Modern Food Trends (OR = 1.16). The
result shows that for every Image-based platform user, there are three (3) students who
consume Drinks, one (1) student who consume Pastries, three (3) students who consume
Fast Food, and one (1) student consume Modern Food trends compare to those who uses
Text-based platforms but do not consume Drinks, Pastries, Fast Food, and Modern Food
Trends. Hence, social media has an influence to the food preferences of the students.
49
Table 24. Level of agreement with the statement “Social media affected my food
preferences.”
STATEMENT
“Social media affected my food
preferences”
Grand Weighted Mean
Legend:
1-1.79 – Strongly Disagree
disagree
3.40-4.19 – Agree
MEAN
DESCRIPTIVE RANKING
3.84
Agree
3.84
Agree
1.80-2.59 – Disagree
2.60-3.39 -Neither agree nor
4.20-5.00 – Strongly Agree
Table 24 presents the level of agreement of the respondents to the statement "Social
media affected my food preferences". The average weighted mean of the statement below
is 3.84, which has a descriptive interpretation of Agree. The majority of the respondents
agree that their food preferences have been affected by their social media exposure.
Table 25. Changed of Food Preferences Due to Social Media
CATEGORY
Yes
No
Total
FREQUENCY
91
47
138
PERCENTAGE
65.9%
34.1%
100%
50
Table 25 shows that most of the respondents changed their food preferences when
they started using social media more often. 65.9% of the respondents stated that their food
preferences have been drastically changed since they started social media more often.
Meanwhile, 34.1% of the total sample stated that their food preferences did not change
even, they are using social media frequently. This means that photos of properly prepared
and mouth-watering meals consistently dominate social media platforms. It undoubtedly
affects how people feel about their appetites. But one place where visual and social clues
intersect is in social media. There's a good chance that other people will follow the
individuals on social media if they frequently post about a particular food.
51
CHAPTER V
SUMMARY, CONCLUSION, AND RECOMMENDATIONS
This chapter presents the summary of the findings, conclusions, and
recommendations based on the data analyzed from the previous chapter.
Summary
The first research objective sought to know the types of content that students
typically view on social media. The result of the data derived from the respondents stated
that cooking vlogs (F = 99) and food vlogs (F= 98) are the food contents that frequently
appear on the student’s social media accounts followed by Mukbang which obtained a total
frequency of 86. Meanwhile, the least food content that appears on the respondent’s social
media accounts is Shorts which obtained the lowest frequency of 25 respectively. This
means that cooking vlogs, and food vlogs are the social media food contents that the
respondents frequently seen or appear on their social media feeds. As a result, this is where
the respondents are frequently exposed to food trends popularizing on social media given
that this is the food content they frequently encounter on social media.
The second research objective sought to identify the consumed food trends
attributable to social media in terms of sex, number of hours spent on social media
per day, and viewed food contents of the respondents when finding something to eat
on social media. The findings on the crosstabulation of consumed drinks particularly
Coffee (F= 45) and Milk tea (F= 58), pastries particularly Bread and Pastries (F= 31) and
Donuts (F= 22), fast food particularly Pasta (F= 35), Pizza (F= 47), French Fries (F= 53),
and Burgers (F= 44), and modern food trends particularly Homemade food (F= 45) and
52
Korean food (F= 55), food trends and sex reveals females consumed food trends more
compared to males.
The findings on the crosstabulation of consumed food trends attributable to social
media and the number of hours spent on social media per day of the stated that 16.70% of
the total sample that consumes Homemade food and Pizza spent 3-4 hours per day on social
media followed by Milk tea with 15.90% consumers of the total sample and are spending
an average of 3-4 hours on social media daily. Meanwhile, only 5.10% of the total sample
consumes Plant-based food and others with 0.7% of the total sample. Hence, this indicates
that the higher the social media consumption of the students on a daily basis, the higher the
chance that they will be exposed to these food trends and are most likely to be try and
consume the food trends that are popularizing and circulating on the different social media
platforms.
The findings on the crosstabulation of consumed food trends attributable to social
media and the viewed food contents of the student reveals that Food vlogs and Cooking
vlogs obtained the highest frequency compare to other social media food contents that the
students browsed and viewed. With this, food vlogs and cooking vlogs are the most
impactful with regards to the consumption of food trends of the respondents that they saw
on social media particularly the food contents which are the cooking vlogs and food vlogs.
The third research objective sought to know the influence of social media on
the food preferences of the students. The result demonstrates a consistent association
between social media, particularly video, social networking, and image-based platforms,
and the students' food preferences. A p-value of.01 was obtained for all social media types
and the grouped food trends, which is less than.05. The results also revealed that there is
53
an odds ratio between students who use social media platforms and consume food trends
and those who do not use social media but consume food trends. The findings on the level
of agreement of the students to the statement “Social media affected my food preferences”
obtained a grand weighted mean of 3.84, which corresponds to agree. As a result, they
agree that social media influences their food preferences, which is consistent with the
findings of an association analysis of social media and student food preferences. However,
65.9% of the entire sample reported that social media had impacted their food preferences,
whereas only 34.1% reported that social media had not changed their food preferences.
Therefore, in spite of evidence indicates an association between social media and the food
preferences of the students and they concede that social media has influenced their food
choices, some students did not completely change their food preferences despite utilizing
social media more frequently.
Conclusion
It was revealed that cooking and food vlogs are the social media contents that
frequently appear and are watched on the social media accounts of the students and
followed by mukbang in terms of the types of contents that students typically view on
social media. Shorts, on the other hand, being the social media posts that students' social
media platforms see the least of.
As demonstrated by the results of the crosstabulation of consumed food trends and
the respondent's sex. In contrast to males, females are found to be the ones who consume
the listed food trends in this study that are circulating around various social media
platforms as well as various types of social media contents. The greater amount of time
respondents spent using or being exposed to social media usage, the more probable it was
54
that they would consume the food trends they saw on social media platforms, according to
the results of a crosstabulation of consumed food trends and hours spent on social media
over a single day. According to the results of a crosstabulation of social media-related
trends in food consumption and student-seen food content, food vlogs and cooking vlogs
were the most often browsed and viewed food items on social media. In light of this, food
and cooking vlogs have the greatest influence on respondents' food trends consumption
seen on social media.
According to the findings, the study's result reveals a consistent association
between the students' food preferences and social media, particularly video, social
networking, and image-based platforms. It was also stated on the result of odds ratio that
there is an odds difference between students who use social media platforms and consume
food trends than those who use social media platforms but do not consume food trends.
Social media has significantly influenced food trends and changed how individuals
perceive eating and cooking. Due to the growing popularity of food trends on various social
media platforms, individuals tend to adopt these trends in order for themselves to fit in and
avoid being left out. As a result, social media has become increasingly influential on
everyone. However, it's crucial to remember that social media trends are subject to rapid
changes as new platforms appear and user preferences evolve. Therefore, this study can be
used to learn more about the other important aspects influencing the students' food
preferences.
55
Recommendation
The data that has been gathered from the respondents shows that the food
preferences of the respondents were clearly influenced by social media platforms. The
recommendation that this study would provide is to publish a business or marketing guide
for restaurants and cafés that are starting to build their café businesses. In this sense, they
will be able to know what the effective social media platforms are to use in an online
advertisement or promotion of their café menu and the café itself, the effective type of food
content to post on social media, and what to take into consideration regarding the food
trends that are most consumed by the respondents. Having enough knowledge of the
following findings of this study will be extremely helpful for those who are planning and
starting to open a café or restaurant so that they will be able to go along with large and
established cafes or restaurants.
\
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Tando Beverage. Retrieved from https://tandobeverage.com/milk-tea-businessresearch-what-you-need-to-know-to-lead-the-market/
59
APPENDICES
60
APPENDIX A
Republic of the Philippines
Camarines Norte State College
COLLEGE OF ARTS AND SCIENCES
Daet, Camarines Norte
NOMINATION OF THESIS EVALUATION/ADVISORY COMMITEE
Name: KAREN JOY T. POOT
Date: ______
Degree Sought: BACHELOR OF ARTS IN SOCIOLOGY
I/we hereby nominate the following as members of my/our Evaluation/Advisory
Committee Chairman adviser to be assigned to guide the students from the starts upon
enrolment:
Chairman:
Members:
NOEL C. ALEGRE
_________
Signature
________
Date
1. RIA P. MORALES
_________
Signature
__________
Date
2. RHODAVIV A. AVILLA
___________
Signature
_________
Date
3. RONALD J. ESCASINAS
___________
Signature
_________
Date
4. PAUL JOHN BAUTISTA
__________
Signature
_________
Date
5. GLEN Z. ESTACION
Recommending Approval:
AIZA L. CASTAÑEDA
Research Coordinator
Date
__________
Signature
_________
Date
Approved by:
JOCELYN E. TRINIDAD, Ph, D
Dean, College of Arts & Sciences
Date
61
APPENDIX B
Republic of the Philippines
Camarines Norte State College
COLLEGE OF ARTS AND SCIENCES
Daet, Camarines Norte
APPLICATION FOR FINAL ORAL DEFENSE
Name: KAREN JOY T. POOT.
Degree Sought: BACHELOR OF ARTS IN SOCIOLOGY
Title: SOCIAL MEDIA INFLUENCE ON THE FOOD PREFERENCES OF THE
SELECTED STUDENTS ATCAMARINES NORTE STATE COLLEGE
Time: 1:00pm – 3:00pm
Venue: Camarines Norte State College
Members of the Evaluating/Advisory Committee
Chairman:
Members:
NOEL C. ALEGRE
_________
Signature
________
Date
1. RIA P. MORALES
_________
Signature
__________
Date
2. RHODAVIV A. AVILLA
___________
Signature
_________
Date
3. RONALD J. ESCASINAS
___________
Signature
_________
Date
4. PAUL JOHN BAUTISTA
__________
Signature
_________
Date
5. GLEN Z. ESTACION
__________
Signature
_________
Date
Noted:
Approved:
AIZA L. CASTAÑEDA
Research Coordinator
__________
Date
JOCELYN E. TRINIDAD, Ph, D
Dean, College of Arts & Sciences
__________
Date
62
APPENDIX C
Republic of the Philippines
CAMARINES NORTE STATE COLLEGE
College of Arts and Sciences
Daet, Camarines Norte
CERTIFICATION FROM THE SECRETARY
This is to certify that all the suggestions given by the Panel of Examinees in
connection with the oral examination of Karen Joy T. Poot in the defense of her thesis
entitled “SOCIAL MEDIA INFLUENCE ON THE FOOD PREFERNCES OF
SELECTED STUDENTS AT CAMARINES NORTE STATE COLLEGE – MAIN
CAMPUS” were complied with.
PAUL JOHN BAUTISTA
Secretary, Oral Examination Committee
63
APPENDIX D
Republic of the Philippines
CAMARINES NORTE STATE COLLEGE
College of Arts and Sciences
Daet, Camarines Norte
CERTIFICATION FROM THE EDITOR
This is to certify that the undergraduate thesis of Karen Joy T. Poot titled
“SOCIAL MEDIA INFLUENCE ON THE FOOD PREFERNCES OF SELECTED
STUDENTS AT CAMARINES NORTE STATE COLLEGE – MAIN CAMPUS” was
edited by the undersigned.
Editor
64
APPENDIX E
Republic of the Philippines
CAMARINES NORTE STATE COLLEGE
College of Arts and Sciences
Daet, Camarines Norte
CERTIFICATION FROM THE AUTHOR
This is to certify that the undergraduate thesis by the undersigned entitled
“SOCIAL MEDIA INFLUENCE ON THE FOOD PREFERNCES OF SELECTED
STUDENTS AT CAMARINES NORTE STATE COLLEGE – MAIN CAMPUS” is
original and not yet submitted to any publisher for consideration. The works, pictures,
figures and texts used from other sources were properly acknowledge.
KAREN JOY T. POOT
Researcher
65
APPENDIX F
SURVEY INSTRUMENT
Name: (Optional) ______________________________ Age: _________ Sex:
_________ Year Level: ________ College/Department: ____________ Weekly
Allowance: __________
Do you use social media platforms?  Yes
 No
Hours spent on social media per day:
 Less than 1 hour
 1-2 hours
 3-4 hours
 5-6 hours
 7-8 hours
 More than 8 hours
Survey Questionnaire
DIRECTIONS: Kindly answer the following questions by putting a check mark ()
inside the box.
1. What kind of social media platforms do you frequently use? (Select all that apply)
 Facebook
 Pinterest
 Twitter
 Instagram
 YouTube
 Tiktok
2. Which of the following food trends were you drawn or swayed to because of social
media? (Select all that apply)
 Coffee
 Bread and Pastries
 Donuts
 Milk tea
 Plant-based food
 French fries
 Korean Food
 Pizza
 Burgers
 Pasta
 Homemade food
 Others_________
66
3. Which social media platform do you often see food-related posts? (Select all that
apply)
 Facebook
 Pinterest
 Twitter
 Instagram
 YouTube
 Tiktok
4. What kind of food content appear to your social media feed the most? (Select all that
apply)
 Food vlogs
 Ads
 Cooking vlogs
 Food hacks
 ASMR
 Mukbang
 Reels
 Food reviews
 Shorts
 Endorsement post  Promotional images shared by friends
5. What is in the post or content that makes you like the food? (Select all that apply)
 Trending
 Celebrity endorsement
 Reviews of creators
 Sound design
 Visual presentation
 Affordable
 Portion size
 Familiar/popular brand
 Others___________
6. Do you browse on social media platforms when finding something to eat?
 Yes
 No
6.5. If yes, what food content do you look for? (Select all that apply)
 Food vlogs
 Ads
 Cooking vlogs
 Food hacks
 ASMR
 Mukbang
 Reels
 Food reviews
 Shorts
 Endorsement post  Promotional images shared by friends
67
7. Does watching those contents want you to try the food presented?
 Yes
 No
8. If yes, in a typical week, how often do you try different food that you saw in social
media?
 Always
 Sometimes
 Rarely
9. Food trends you tried due to social media? (Select all that apply)
 Coffee
 Bread and Pastries
 Donuts
 Milk tea
 Plant-based food
 French fries
 Korean Food
 Pizza
 Burgers
 Pasta
 Homemade food
 Others_________
10. To what extent do you agree with the statement below?
Social media affected your food preferences?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
11. Do you think your food preferences changed when you started using social media
more often?
 Yes
 No
68
APPENDIX G
Republic of the Philippines
CAMARINES NORTE STATE COLLEGE
College of Arts and Sciences
Daet, Camarines Norte
INFORMED CONSENT
SOCIAL MEDIA INFLUENCE AND FOOD TRENDS: ITS INFLUENCE ON THE
FOOD PREFERNCES OF SELECTED STUDENTS AT CAMARINES NORTE
STATE COLLEGE – MAIN CAMPUS
Name: ____________________
Date: _______________
Adress: ___________________
Age:
_______________
FPIC Statement:
I was informed of the intent and nature of this study and I willingly agree to
participate by affixing my signature/thumbmark below. (Ipinaliwanag po saakin ang
layunin nitong pag aaral at ako ay hindi pinilit na sumang-ayon upang mapabilang sa mga
tagapag-sagot na pinapatunayan ng aking lagda at thumbmark)
____________________________
Signature over Printed Name
69
APPENDIX H
Field Notes
DAY/TIME/PLACE
ACTIVITIES
Ang araw na ito ay ang pinaka unang beses na ako ay
lalapit upang humingi ng gabay at tulong galing sa aking
Thesis Adviser. Ako rin ay nag konsulta sa aking bagong
rebisyon ng aking Chapter 1 na base sa mga suhestiyon ng
June 20, 2022
mga panel nung idinaos na Thesis Proposal Defense. Nung
araw na ito, tinulungan rin ako ng aking Thesis Adviser na
2:59 pm
si Sir Pj sa pag sasaayos ng aking research questionnaire
upang ako ay makapag umpisa na ng pangangalap ng
SPRC, CAS Building,
impormasyon. Ang aking unag pag konsulta ay inabot
Camarines Norte State
nang mahigit isa at may kalahating oras at pagkatapos nito
College, Daet Camarines
ay agad akong umuwi at inayos ang istraktura ng aking
Norte
questionnaire.
Ito ang unang araw ng pangangalap ko ng impormasyon.
Ako ay nagsimula muna sa unang sampung respondante ng
aking pagsisiyasat upang masigurado na ang kaniang pag
sagot sa aking questionnaire ay maayos. Sa unang araw ng
aking pangangalap ng impormasyon na aking kailangan
upang maisagawa at makuha ko ang angkop at 69am aba
impormasyon para sa aking pagsisiyasat. Ako ay lubos na
natutuwa at nagagalak dahil sa wakas ako ay mangangalap
70
na ng impormasyon sa aking mga respondante. Ako ay
maagang gumising upang tiyakin ulit kung tama ang mga
nakasaad sa aking survey questionnaire upang masiguro na
rin na talagang maiintindihan ng aking mga respondante.
September 6, 2022
Akin na ring tiniyak ang liham ng pahintulot upang
masiguro na ang aking pagpa sagot sa aking mga
10:00 am
respondante ay bukal sakanilang loob at ito ay hindi
sapilitan. Bandang 8:00 ng umaga ako ay tumungo na sa
Office of Registrar,
70am aba70as ng CNSC upang maghanap na ng aking
Camarines Norte State
target na respondante. Sa unang araw ng aking
College, Daet, Camarines
pangangalap ng impormasyon, ang aking target na
Norte
respndante ay sampu (10) sa dalawang daan (200) na aking
Respondent - CBPA
respondante at ito ay manggagaling sa estudyante ng
CNSC-Main Campus lamang. Ngunit ang aking totoong
respondante ay isang daan at tatlumpu’t walo lamang
(138), akin lamang nilagyan ng pasobra upang mag bigay
konsederasyon 70am aba sakali ay may iilang hindi mag
sagot nang maayos. Ang aking unang respondante ay apat
na estudyante na galing sa departamento ng CBPA. Ang
dalawa sakanila ay magkaklase at sila ay magkasama ng
aking pasagutin ng survey questionnaire. Nung ako ay
lumapit sakanila at mag tanong kung sila ba ay hindi busy
at kung maaari bang mahingi ang kaunti nilang oras upang
71
maging kalahok sa aking sinusulat 71am ab sisiyasat ay
agad silang pumayag. Dito ay sinimulan ko ng ipaliwanag
kung tungkol saan at kung ano ang layunin ng aking
pagsisiyasat. Sila ay masinsin na nakikinig sa aking mga
sinasabi kung kaya’t ang kanilang pag sagot sa survey
questionnaire ay tama at tumpak base sa kailangan na
impormasyon ng aking thesis. Aking napansin ay hindi
lamang sila komportable 71am ab sagot ng survey
questionnaire dahil sa lugar ng aming pinag dausan ng
pagsagot ng survey questionnaire dahil kami ay 71am
aba71as ng opisina ng registrar at sila ay nag aantay at
nakapila upang kumuha ng kanilang registration form.
Habang sila ay abala sa pagsagot, naisipan kong kunan sila
ng litrato ngunit ako ay humingi muna ng pahintulot
sakanila at sila naman ay pumayag. Pagkatapos nilang
masagutan ang survey questionnaire ay agad kong tiniyak
kung lahat ban g tanong ay kanilang nasagot nang maayos
bago ako umalis. Habang aking tinitingnan ang kanilang
sagot ay nagkaroon kami ng maikling paguusap dahil sila
ay nag tanong sa akin kung indibidwal daw ba ang aking
thesis dahil ako lang daw ang mag isang na ngangalap ng
impormasyon at agad ko silang sinagot na “oo, indibidwal
ang thesis ng sociology” at sila ay namangha at kinabahan
72
din. Pagkatapo kong tiyakin ang kanilang sagot ay ako ay
nag paalam na sakanila at umalis na ako at nag pasalamat
sa kanilang pagpapahiram sa akin ng kanilang kaunting
oras.
Ang aking ikalawang respondante ay galing din sa
departamento ng CBPA ngunit sila ay aking pinasagot ng
survey questionnaire sa ibang lokasyon naman kumpara sa
nauna. Aking na pansin sa ikalawang respondante ko ay
sila ay nahihiya at una ay ayaw sumagot at sabi ko naman
na ayos lang dahil hindi naman ito sapilitan ngunit sa huli
ay voluntary na niyang hiningi ang aking 72am aba survey
questionnaire at sinagot ito nang maayos. Habang sila ay
sumasagot, napansin ko na sila ay komportable sa lugar
nila dahil sila ay nasa loob ng kanilang silid aralan na may
maayos na bentilasyon ng hangin at ito ay presko. Dito
September 6, 2022
72am ab ko na talagang maayos nilang nasagot ang mga
tanong na nakasaad sa survey questionnaire at malaking
10:30 am
ambag ditto ang maayos at tahimik na kapaligiran. Ng ang
isa sa kanilang dalawa ay tila nahihirapan at naguguluhan
CBPA Building,
sa isang tanong na ang kasagutan ay bakit at bakit hindi,
Camarines Norte State
agd akong lumapit upang linawin ito at agad din naman
73
College, Daet, Camarines
niyang naintindihan. Sa kalagitnaan ng kanilang pagsagot
Norte
ay dumating ang dalawa niyang kaklase na lalake at agad
Respondent – CBPA
kong kinuha ang pagkakataon na itanong sakanila kung
maaari ba silang mapasagot ng aking survey questionnaire
at maging bahagi ng aking pagsisiyasat dahil karamihan ng
aking respondante ay babae at gusto kong lalake naman
dahil upang makita ko ang pagkakaiba ng kanilang
papanaw o sagot base sakanilang kasarian. Ngunit ako ay
nabigo dahil hindi nila ako pinahintulutan na gawin silang
kalahok sa aking pag sisiyasat at sila ay nag tuturuan sa
isa’t isa at hindi ko na sila pinilit dahil baka hindi lamang
maging maayos ang kanilang maging sagot. Pagkatapos
mag sagot ng survey questionnaire ng dalawa na
ikalawang respondante ko ay agad kong pinag kumpara
ang kanilang sagot at sila ay may malapit na idea o medyo
magkapareho ng sagot at pareho din nilang natapos ang
lahat ng item ng survey questionnaire. Sa aking estima ay
halos inabot sila ng higit sampung minute 73am ab sagot
ng survey questionnaire at ako ay nagalak doon dahil
talagang binigyan ko sila ng time upang magsagot nang
maayos at aking ginawa na rin itong pahinga dahil sa aking
unang lugar na dinaluyan ng pag survey ay medyo mainit
ang paligid. Ang aking napagtanto sa ikalawang survey na
74
ito ay nakaka apekto ang maganda kapaligiran ang
pagsagot ng isang survey questioannire at maging na rin sa
iba pang 74am ab na may kinalaman sa mga asignatura na
ating inaaral. Ngunit ang akin lamang nagging problema
ay hindi nila nilagay ang kanilang mismong impormasyon
sa demographic profile ng respondante dahil sabi nila ay
mayroon na daw nakalagay sa liham ng consent na
nakalagay sa pinaka unang bahagi ng survey questionnaire
bago sila mag sagot ng mga tanong dito.
Sa ikatlong pangangalap ng impormasyon, ito ay nangyari
din sa parehong araw ng una at ikalawang pangangalap ko
ng impormasyon. Ako naman ay tumungo sa student’s
park dahil 74am ab ko na doon ay marami ng estudyante
ang nakaupo at ako ay nag tungo sa grupo ng
September 6, 2022
magkakaibigan 74am aba departamento ng CAS at sila ay
galin sa iba’t ibang kurso nito. Agad ko silang tinananong
10:40 am
kung maaari ba silang maging bahagi ng aking pag-aaral
at sila naman ay pumayag agad. Aking sinimulan ang pag
Student’s Park, Camarines
paliwanag ng layunin at kung ano ang kanilang magiging
Norte State College, Daet,
bahagi sa aking thesis na sinusulat. Sila ay mabilis na nag
Camarines Norte
sagot, ngunit nagkaroon lamang ng kaunting aberya dahil
Respondent – CAS
ang kanilang instructor ay tinatawag na sila at mag
sisimula na ang kanilang mga klase. Kaya naman aking
75
naisip na paraan ay ipadala muna sakanila ang survey
questionnaire at aking babalikan na lamang habang nag
hahanap pa ng ibang pwedeng maging respondante at sila
naman ay pumayag. Ngunit ito ay medyo mahirap sa parte
ko bilang isang taga pag siyasat dahil hindi ko
masusubaybayan ang kanilang pag sagot kung 75am aba o
kung may tanong sila na kailangan linawan. Ngunit ng
aking makuha na ang survey questionnaire na kanilang
sinagutan ay ako natuwa dahil ang mga sagot nila ay
maayos at tama. Ako ay lumiban na at tumungo ulit sa
opisina ng registrar upang kunin ang aking hinihingi na
data na total number of enrolees para sa academic year na
2022-2023, ngnuit hindi pa rin nila ito maibigay sa akin sa
kadahilanang hindi pa raw tapos ang enrolment kung
kaya’t ako ay nagkaroon ng konting abala at problema
upang magpatuloy ulit sa pangangalap ng impormasyon.
Pagkatapos ko mag sagawa ng dry run ng aking
pangangalap ng impormasyon, ito na ulit ang aking pag
sisimula sa pangangalap ng impormasyon at ako ay nag
simula sa pag padala ng mensahe sa aking isang
respondante na estudyante na taga departamento ng CAS.
Pagkatapos kong humingi ng kanyang pahintulot kung siya
ba ay maaring maging parte ng aking pagsisiyasat ay agad
76
kong ipinadala ang link ng aking survey questionnaire
October 20, 2022
dahil aking napag pasiyahan na gawin na lamang online
ang pangangalap ng impormasyon dahil sa kakulangan ng
9:35 pm
budget sa pag print ng survey questionnaire at upang
maging mabilis rin na matapos ang aking pangangalap ng
Daet, Camarines Norte
impormasyon. Pagkatapos ng mahigit sampung minute,
naisumite na ng aking unang respondante ang kanyang
Google Forms
sagot sa survey questionnaire. Pagkatapos nito ay tinanong
ako ng aking respondante kung kelangan ko pa magpa
sagot ng iba dahil siya ay gusting tumulong sa pagpapa
sagot at ako naman ay pumayag at nung gabi rin na iyon
sa parehong araw ay aking na kompleto ang respondante
na aking kinakailangan na galing sa AB ELS.
Sa araw na ito, aking tiningnan kung ilan na ang mga
November 3, 2022
respondante na nakapag sumite na ng kanilang sagot sa
survey. Mayroon na agad 38 respondante ang sumagot at
10:37 am
dahil ito sa tulong ng aking kaibigan na si Isha at siya ay
nagpa sagot sa kanyang pinsan na galing naman sa kursong
Daet, Camarines Norte
Biology at ang link ng survey questionnaire ay ipinasa sa
Google Forms
group chat ng kanilang buong block at dahil dito ay agad
kong na kumpleto ang respondante ng galing sa kursong
Biology.
77
Sa araw na ito ay ako ay tinulungan ng aking kaibigan na
November 8, 2022
si Judea na madagdagan ang aking respondante. Dahil dito
ay aking na kompleto ang kabuuan na bilang na aking
9:20 pm
kailangan na respondante sa departamento ng Engineering
at agad ko itong inisa isa para siguraduhin na akma ang
Daet, Camarines Norte
Google Forms
kanilang
mga
tugon
base
sa
kinakailangan
na
impormasyon ng aking pagsisiyasat.
Sa araw na ito, ako ay nakaupo lamang sa library habang
gumagawa ng aming thesis kasama ko ang aking mga
kaibigan at kaklase. Nakita ko ang dalawang estudyante at
aking na kumpirma na sila ay taga BSA dahil sa kanilang
November 18, 2022
suot suot na ID lace. Agad ko silang nilapitan dahil
napansin ko na wala naman silang ginagawa at bakante ang
2:30 pm
kanilang oras kaya ako ay lumapit upangitanong kung
pwede ba silang ma survey at sila naman ay pumayag at
Library, Camarines Norte
tinanong kung tungkol saan ang aking pagsisiyasat at akin
State College – Main
itong ipinaliwanag sakanila. Ipinadala ko sa kanilang
Campus
messenger ang link ng aking surey questionnaire at aga din
Google Forms
nila itong sinagutan at ipinasa sa iba pa nilang kaklase kaya
nung araw na yun ay aking nakompleto ang kinakailangan
kong respondante na galing sa kursong BSA.
78
Sa araw na ito ay aking tiningnan ang kabuuan na bilang
ng aking natanggap na sagot galing sa aking mga
respondante. At ito ay akin nang nakompleto at 138 na ang
kabuuan na sumagot mito. Dahil dito ay isinara ko na ang
November 21, 2022
aking pag tatanggap ng tugon sa google forms at aking
tiningna isa-isa kung tam aba ang mga tugon ng aking
10:37 am
respondante na aking kailangan sa aking pagsisiyasat at
aking napansin na ang ibang sagot ay hindi maayos kaya
Daet, Camarines Norte
ako ay nag desiyon na alisin ang mga ito at mag hanap pa
Google Forms
ulit ng mga respondante at ako ay humingi ng tulong sa
aking mga kaibigan, kaklase, at maging sa aking Thesis
Adviser. Pagkatapos ito ay mahigit 200 na estudyante nag
sumagot sa aking survey questionnaire at aking isinara na
ang pag tanggap ng tugon dito.
Ako ay gumising nanag maaga upang simulant ang pag
November 22, 2022
sasaayos ng aking data na nakalap galing sa aking mag
respondante at akin lamang pinili ang mga tama at
8:00 am
maaayos na sagot upang maging maayos rin ang
impormasyon na aking ilalagay sa aking pag sisiyasat
Daet, Camarines Norte
Google Forms
upang hindi ako magkaroon pa ng ibang problema.
79
APPENDIX J
“GANTT CHART”
Activities
Preparation of
thesis title
Approval of the
thesis title
Writing of
Chapter 1
Writing of
Chapter 2
Writing of
Chapter 3
Submission of
thesis proposal
and title defense
Gathering of
data
Writing of
Chapter 4
Jan
Feb
Mar
Apr
May
Aug
Sept
Oct
Nov
Dec
80
Writing of
Chapter 5
Preparation for
the presentation
and final oral
defense
Revising of the
research paper
based on the
given evaluation
sheet
81
APPENDIX K
CURRICULUM VITAE
KAREN JOY T. POOT
Purok 5, Brgy. Camambugan
Magallanes Iraya
Daet, Camarines Norte
09955405137
pootkaren630@gmail.com
EDUCATIONAL BACKGROUND:
TERTIARY:
Camarines Norte State College (CNSC)
AY: 2019 – Present
Bachelor of Arts in Sociology
Daet, Camarines Norte
SECONDARY:
Senior High School
Camarines Norte National High School. (CNNHS)
SY: 2017 – 2019
Brgy. Camambugan
Daet, Camarines Norte
Junior High School
Camarines Norte National High School. (CNNHS)
Brgy. Camambugan
Daet, Camarines Norte
82
ELEMENTARY:
Daet Elementary School (DES)
SY: 2007 – 2013
Daet, Camarines Norte
SKILLS:




Communication skills
Interpersonal skills
Computer skills
Slightly knowledgeable on SPSS software
KEY ACHIEVEMENTS AND MEMBERSHIPS:

Member – Sociological Society 2019-2023