The influence of Facebook on Maltese citizens’ food experiences : an exploratory study

Abstract

This study framed within Bronfenbrenner's Ecological Model has focused on exploring how Maltese-centric food-related Facebook groups and pages are influencing Maltese citizens' beliefs, philosophies and behaviours in relation to food, eating and health, in the light of food choices, purchases, preparation and cooking. This study draws upon a mixed methodology approach. Qualitative netnography was carried out over a nine-month period, within ten Maltese-centric food communities on Facebook, through which prevalent food themes and topics were mapped out. A quantitative online questionnaire (N=382) sought to identify and analyse millennials' uses of food communities and to determine how the sharing of food-related posts are influencing and impacting various aspects of a food experience. To triangulate the initial analysis derived from the other collection methods, ten interviews were conducted with local foodies who were the most active, were likely to be highly influential and were thus, relevant within the scope of this study. This study concludes that the majority of Maltese millennials resorted to online food communities on a regular basis. Facebook users indicated that trustworthy food-related information and easy accessibility to locally-based recipes were amongst the motivators leading to liking or becoming members of particular online communities. The study revealed that content posted in virtual food communities influenced different aspects of a food experience. However, at the same time a significant number of millennials were not sufficiently intrigued to implement the influences within their households, even though some particular patterns did emerge. Dialectical correlation between online environments and society emerged from this study. Different determinants classified in different ecological levels were found to play significant roles in facilitating or impeding the implementation of attitudes and behaviours after reading particular online content. The major constraints were found to be time restrictions, family likes and dislikes as well as the degree of food ingredients' availability.