Share How and What You Cook at Home!”: Uncovering Social Identity

The passion for food and cooking establishes new social identity. There is a trend in social media usage where people share how and what they cook at home. There are also some applications that enable people to develop, experience and innovate their cooking skills. The aim of this study is to present how, why and what people’s cooking activities are being shared through applications (apps), and its marketing implication. The investigation conducted through qualitative exploratory method. The findings are food and cooking could bring social cohesion and create social images that refer to certain groups or cultures and to certain extend create new groups and culture within the society. This study also finds that the extensive usage of apps by social groups creates opportunities for new marketing strategies to emerge, namely mobile advertising

Full text: Share What and How You Cook at Home! : Uncovering Social Identity | Atlantis Press (atlantis-press.com)