A phenomenological study of using opinion leader in marketing communication Understanding food blogger, foodie ,and food editor in culinary business in Indonesia

Abstract

The increasing growth of the blog,the virtual community, and social media has directed us to create and use user generated content as our reference in searching for any information.We all become evangelists as we do location tagging,check in,moments upload,pictures sharing,and so on that we think is for our own fun or collection.Culinary places are included in most shared moments that compliment with various qualities of food pictures and comments. In Jakarta,the capital of Indonesia,the culinary business is a fast paced changing one,the mixed culture of Jakarta citizens brings a challenge to cater for,thus competition is hard and only the ones with solid concepts can survive.Smith and Zook(2011)explained that social media opens up new channels of communication which gives m arketers direct access to customers and opinion formers.Many studies have shown that opinion leaders can significantly influence consumers.Thus,the research wants to examine the use of opinion leaders,specifically in the culinary business.As a result of an actual experience or interaction with your brand, product,or service,your customers have specific information about your business processes and probably an idea or two on how your business might serve them better in the future.Tap into that and your brand advocates will self-identify (Evans and Cothrel,2014). This phenomenological research is conducted using small sample that consists of marketing communication specialists who have extensive experience in the culinary business,food bloggers,foodies,and food editors based in Jakarta.In the findings,the study will reveal the understanding of the concept of "food blogger ,"foodie",and"food editor"and also their roles and contribution in presenting the
culinary business to consumers.Thus,the study is expected to give insights into how to use opinion leaders and their differences.