The rise of social media has brought the existence of “foodie” and “food bloggers” in the culinary business. The word “foodie” refers to those who highly favor and engage with food and spend a substantial amount of time collecting culinary experiences and visiting famous restaurants, while a food blogger is an individual or a foodie who uses a communication platform to share recipes and passion for food through reviews based on his or her experience. Culinary businesses use food bloggers to help promote their products and encourage consumers to try their products, which are believed to be effective as the viewers or the followers tend to take their recommendations.

• Adilla Anggraeni(Bina Nusantara University, Jakarta, Indonesia)
• Ayupitha Tiara Silalahi(Bina Nusantara University, Jakarta, Indonesia)
• Santa Putri Lukita(Bina Nusantara University, Jakarta, Indonesia)