Identity of Influencers in Food Content Presentation through TikTok Application

Abstract

This article aims to study the identity of influencers in presenting food content through TikTok online. Media that is a marketing communication strategy growing exponentially. The identity will be created by the dimensions of content and story, language, images, and decorative technique. The identity construction is a joint creation between influencers and food business entrepreneurs, who both have identities that come from self-awareness, intentionally created identity, and other identity awareness. These identities are elements to create interest for food content of each influencer. The content is constantly being reproduced that affects interest and purchasing decisions or use of restaurant services by consumers as well as the growth of food business that comes from sales. And at the same time, the identity that pleases these audiences will result in the influencers to develop themselves to the higher level of influence.