Food Consumption Preference Amongst Young Adults Based on Social Media Influence in Malaysia

Food consumption amongst young adults has potentially been influenced by social media. Businesses also utilize social media as a medium of promotion. Thus, cultural food has gone viral on social media, causing the demand for cultural food to rise. Several factors in social media influence could be the reason for young adults discovering international cultural foods. Therefore, the focus of this study is to identify how social media influences young adults' tastes and preferences for international foods. Data was collected from 115 respondents who are young adults. The implications and consequences of the study findings for food consumption are further discussed. Social media influence on cultural food includes audio-visual appearance, information sharing, and delivery, finally, peer pressure on social was investigated in this study.