A study on virtual gazing at food on instagram influencers followers’ Eating decisions – qualitative perspective

Social media platforms, especially Instagram, have become influential spaces where food-related content shapes followers’ perceptions and behaviors. Instagram food influencers share visually appealing images that followers often consume through virtual gazing—passively viewing food content without direct engagement. However, the qualitative mechanisms through which virtual gazing impacts eating decisions remain underexplored.

This study aims to qualitatively investigate how virtual gazing at food content on Instagram influencers’ feeds influences followers’ eating decisions, emotions, and attitudes towards food.

A qualitative research design was employed, involving semi-structured interviews with a purposive sample of active Instagram users who follow food influencers. Interviews were transcribed verbatim and analyzed using thematic analysis to identify key patterns and themes relating to virtual gazing and eating behaviors.

Analysis revealed five major themes: emotional resonance and craving activation; aspirational eating and identity construction; awareness of marketing and authenticity; social comparison and body image concerns; and the transition from passive viewing to active food engagement.

Virtual gazing elicits strong emotional and sensory responses that influence followers’ food choices and self-concepts. Although followers often recognize marketing motives, the persuasive power of food imagery persists. Social comparison can have both motivating and detrimental effects on eating behavior and body image. Additionally, passive consumption of food images frequently leads to active culinary exploration.