Author

  • Faizal Azrin Abdullah

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

  • Sumaryadi

    • Politeknik Pariwisata NHI Bandung, Indonesia
    • Indonesia

  • Mohd Nazimi Had Nordin

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

  • Salamiah A. Jamal

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

Abstract

This study takes a closer look at how social media marketing shapes students’ views on viral food trends at UiTM Shah Alam. The focus is on three major aspects—social media influence, pricing perception, and brand familiarity. Since university students are avid social media users, understanding their responses to digital food promotions can offer practical insights for marketers. Using a survey completed by 430 students, the study uncovers how content on platforms like Instagram and Facebook boosts curiosity and influences food trial decisions. The research also shows that students care deeply about perceived value for money, making price a decisive factor in their choices. Well-known brands, meanwhile, tend to earn more trust and engagement. The findings indicated the importance of well-targeted digital marketing strategies and underscore the potential of using brand power and cost appeal to drive student interest in trending food products. Future studies should widen the participant pool to explore whether these results hold for other demographics.

Keywords

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How to Cite

Abdullah, F. A., Sumaryadi, Had Nordin, M. N., & A. Jamal, S. (2025). Digital Bites: Unpacking UiTM Students’ Appetite for Viral Food Trends Driven by Social Media. Information Management and Business Review, 17(3(I), 565-573. https://doi.org/10.22610/imbr.v17i3(I).4502

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Vol. 17 No. 3(I) (2025) Tourism, Heritage & Employee Retention View issue contents

Published

2025-09-13

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