The Influence of food bloggers in Instagram on the restaurant choice among the Gen-z

Abstract

Instagram users who have a special capacity to influence others, a solid reputation, and a sizable audience are known as influencers on the platform. The study focuses on the Instagram food bloggers who post the contents related to food and restaurants. This research is a quantitative study that aims to examine the influence of food bloggers on the restaurant selection of the Gen Z population using the Black Box Model. The sampling technique used was simple random sampling with sample of 100 Gen Z respondents and data was analysed using descriptive statistics. The Black Box Model was used to analyse the relationship between the input, output, and the process in the system, highlighting the importance of food bloggers in the restaurant industry.  The findings of this research provide insights for restaurants and marketers on how to leverage the influence of food bloggers in attracting more customers. The results showed that food bloggers have a significant influence on the restaurant selection of the Gen Z population.