Exploring food bloggers as brands: challenging assumptions about brand equity and identity in an online context
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Marshall, K., Thomson, E. & Brown, K. (2017) Exploring food bloggers as brands: challenging assumptions about brand equity and identity in an online context. In: Freedom Through Marketing: Looking Back, Going Forward, Academy of Marketing Conference (AM2017), 3-6 July 2017. Hull: Hull University Business School.
Introduction and Aim - Food is not only necessary for survival, it is also tied to individual identity, culture and society (Caplan, 1997). Food bloggers present and communicate their food choices which are closely tied to a sense of self identity (Bisogni et al., 2002), and are as varied as the diets found in the UK. Food photography and discussions are popular on social media where people “use food to find a sense of personal identity, and perform their identity on an ongoing basis” (J. Walter Intelligence, 2015, p. 3). Digital identities are dynamic and progressive (Kerrigan & Hart, 2016) and so online groupings of people are nebulous and shifting. Groups that share interests and congregate in communities online have been referred to as ‘small worlds’ (Patino et al., 2012).