TIKTOK CONTENT INFLUENCE ON TRADITIONAL FOOD CONSUMPTION INTENTIONS

The rapid growth of TikTok has transformed the way consumers discover, evaluate, and develop interest in food products and culinary experiences. Short-form videos featuring traditional foods can present recipes, preparation methods, cultural stories, visual attractiveness, restaurant experiences, and recommendations to large audiences within a short period of time. This study examines the influence of TikTok content on consumers’ intentions to consume traditional foods. The study focuses on important characteristics of TikTok food content, including content attractiveness, authenticity, informativeness, entertainment, influencer credibility, and cultural representation, and considers how these factors may shape consumers’ attitudes and consumption intentions. Recent research indicates that social-media food content can affect food-related attitudes and intentions, while research specifically examining TikTok and culinary heritage suggests that digital platforms can simultaneously promote traditional food heritage and commercial interest in local foods.) Research on TikTok food influencers has also reported relationships between memorable culinary experiences, influencer endorsement, and behavioral intentions in the Pakistani food-tourism context) Therefore, the present study proposes that engaging and credible TikTok content may increase consumers’ awareness, interest, perceived attractiveness, and intention to consume traditional foods. The study adopts a quantitative research approach and a descriptive, cross-sectional research design. Data can be collected through a structured questionnaire from TikTok users who regularly view food-related content. The findings are expected to provide useful insights for traditional food producers, restaurants, culinary businesses, tourism organizations, and researchers interested in digital food marketing and cultural food heritage .