Culinary dynamics in the digital age: a netnographic exploration of food and beverage trends in Vietnam through user-generated content

This qualitative study employs netnography to investigate the role of user-generated content (UGC) in shaping food and beverage trends in Vietnam's evolving digital landscape, particularly in the context of post-Doi moi reform. Drawing on data from YouTube comments, the research employs grounded theory analysis of 61 relevant videos and 1,179 comments to uncover how UGC influences consumer behavior, drives the emerging culinary trends on social media, and shapes business strategies within the food and beverage industry. The findings emphasize the significant role of digital media in amplifying these trends and highlight the complex interplay between individual motivations and broader cultural norms. Additionally, ethical concerns related to the authenticity and promotion of these trends are critically examined. This study contributes to both academic discourse on digital gastronomy and industry practices by providing insights into the impacts of UGC on Vietnam's food and beverage sector, advocating for a more sustainable and ethically ground approach to digital trendsetting.