Media Unfolding Trends in Gastronomy

Abstract

The use of social networks in a business way has transformed them into another means of communication, relegating traditional media to the background; Since the COVID-19 pandemic, gastronomic companies have become aware of the importance of online networks and platforms, to capture customer attention, not just photographs, videos and hashtags, food trends are being formed. The figure of the “influencer” is common; These characters gather  thousands of loyal followers to the content they post daily, so brands hire them to reach new markets within their marketing strategies. The ease of access to the internet, social networks allow transcending with gastronomic and tourist information, providing facilities to learn about these activities. This research analyzes the growth of social networks oriented especially to gastronomy and its impact on marketing, image management and advertising today. To obtain the primary information, qualitative research has been carried out considering national and international gastronomic influencers and studies carried out in universities in the USA and also a follow-up of the movements of social networks and new apps that are linked to networks and influence the user behavior and trends of new generations.