ANALYZING INSTAGRAM CONTENTS TO UNCOVER THE COLLABORATIVE PROCESS OF VALUE CREATION FOR THE MOST FAVORED FOOD PREFERENCES WITHIN GUJARAT'S CULINARY LANDSCAPE

Abstract

Present study explores the Instagram content to uncover the intricate process of collaboration that contributes to value co-creation for the most favored food preferences within Gujarat's culinary landscape. Conceptual content analysis led to manifestation of the concept of interest from the latent one. Evaluating the number of followers, image/video posts, hashtags, likes, comments, and shares emphasizes the significance of influencer marketing, user engagement, value co-creation, and brand awareness as essential themes with regards to preferences for most favoured food dishes across various categories typically include: Fine dine, Café, Street foods, Deserts etc. This content analysis posed a research question about Video posts vs. Image posts - Which format, between videos and images generate more clicks hence drive more engagement within the realm of Instagram? Further it laid a foundation for the further study about the magnitude of user engagement and value co-creation across demographics.