Indonesia gastronomy brand: Netnography on virtual culinary community

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3 Citations (Scopus)

Abstract

Indonesia is popular on diversity of culinary and food on ethnic and place basis. The potential of culinary and food become gastronomy brand has been proposed as a part of national brand representation. Gastronomy brand could be a part of vital life, history representation, tradition and culture universally and emotionally. This study used netnography analysis on specific virtual Indonesia culinary community and food lover group. The community posted pictures or images and text's comments or descriptions about any culinary and food items on google + (googleplus group). This study found that insider type of observed community member could give strong ties to other types of community member about any food of Indonesia. The posting of insiders could also influence and affect other members' loyalty to involve on discussion of gastronomy products. The insiders provide more data and facts about traditional food products that could become a part of gastronomy brand from Indonesia.

Original languageEnglish
Pages (from-to)4585-4588
Number of pages4
JournalSocial Sciences (Pakistan)
Volume11
Issue number19
DOIs
Publication statusPublished - 1 Jan 2016

Keywords

  • Gastro brand
  • Gastronomy brand
  • Insider
  • Netnography
  • Vimal culinary community

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