ACCEPTABILITY OF MUKBANG VLOG AS A MARKETING STRATEGY OF FOOD

BUSINESS
Letters
Background of the study

People from our generation are accustomed to live a virtual life wherein our

everyday routine involves participation to different social media platforms.

One of these is YouTube, which is a video sharing service that allows the users

to watch different videos or upload their own contents. One of the trend content in

YouTube is the “mukbang” content wherein the host consumes a huge quantity of

various foods while interacting to his/her viewers.

According to Givens (2020) the word mukbang is a mash-up of the Korean words

“muk-ja” (let’s eat) and “bang-song” (broadcast). The trend originated in South Korea,

where the videos became popular via live stream channels like Afreeca TV and Twitch.

American adaptation of mukbang content differs from Korea where it’s originated.

American adaptation promotes verbal interaction to its viewers wherein the host is

sharing thoughts and experiences while consuming the food. However the Korean

original mukbang is silent and focusing on consuming the food and providing eating

companion to Koreans who were eating alone at home.

The researcher personally experienced to watch mukbang content in YouTube.

This experience hit the researcher’s curiosity and willingness to try the featured food in

the video. The idea of marketing suddenly comes up to the researcher’s mind.

Forsey (2021) states that marketing refers to any actions a company takes to

attract an audience to the company’s product or services through high-quality

messaging. Marketing aims to deliver standalone value for prospects and consumers
through content, with the long-term goal of demonstrating product value, strengthening

brand loyalty, and ultimately increasing sales.

The researcher personally experiences a willingness to try the product even

without watching a paid/scripted advertisement. In short the researcher experience

marketing unknowingly.

Marketing on the other hand have a four principle which is product, price, place

and promotion. According to general (2017) a product is any item that intends to satisfy

the needs and wants of a target customer. It can be a tangible good, such a clothing

item or piece of software, or tangible, like a service or experience.

While price is the amount of money charged for the product and services. Place

is the location where the product is available. The researcher seeks to find the

acceptability of mukbang vlog if these principles are seen on the mukbang vlog.

The idea of colliding mukbang and marketing influenced the researcher to

determine the potential of using mukbang content in marketing purposes. That’s why

the researcher comes up with the title “Consumer’s acceptability to the use of mukbang

vlog as a new marketing strategy of Jollibee Corporation”.

The researcher aims to determine the acceptability of the consumer’s

acceptability to the use of mukbang vlog ater watching an example of it. Therefore this

study will determine the possibility of using mukbang as a marketing technique by

asking the acceptability of the consumer’s after watching a mukbang content.

 Conceptual Framework

Input Process Output

1. References 1. Brainstorming Accepted mukbang

- Textbooks of the title vlog as a marketing

- Rersearch 2. Validation and strategy of food

er development business

- Mukbang of the title,

Vlog research

2. Materials questions and

-Laptop questionnaire

-Internet checklist.

-Supplies 3. Gathering of

-Others Data

4. Analysis of

Gathered Data

5. Making

conclusion and

recommendati

on

Feedback
The figure 1 shows the conceptual framework of the study entitled Acceptability of

Mukbang Vlog as a Marketing Strategy of Food Business.

For the input, it includes the references (textbook, researcher, mukbang vlog)

and materials (Laptop, internet, supplies and other).

The arrow after the input presents the next step which is the process. It includes

the brainstorming of the title, validation and development of the title, research questions

and questionnaire checklist, gathering of data, analysis of gathered data, making of

conclusion and recommendation.

The arrow presented after the process presents the last step which is the output

or the accepted mukbang vlog as a marketing strategy of food business.

After the output had conceptualizes, the arrow move towards the input again

which signifies the cycle. The cycle involves a feedback which move toward the process

that serve as a help in analysing the data.

The arrow signifies that any error on the results will lead the researcher to

recheck the components of the input and process in order to attain a successful output.
Statement of the Problem

The research study focuses on determining the acceptability of mukbang vlog as

a marketing strategy of food business.

The researcher seeks the answer to the following:

What is the level of acceptability of mukbang vlog as a marketing strategy of food

business in terms of:

a. Product

b. Price

c. Place

Hypothesis

A mukbang vlog that presents product, price and place are very much acceptable

as a marketing strategy of food business. Mukbang vlogs that attain this kind of features

can be used as a platform for marketing purposes.

Scope and Limitation

This study will be limited to the acceptability of mukbang vlog as marketing

strategy of food business.

The study will be conducted through virtual survey involving consumers in

Morong National High School in the School Year 2020-2021.

The researcher will use the mukbang vlog of Jayzar Recinto featuring authentic

Japanese food in a garage of Lipa City. The researcher uses the vlog of Jayzar Recinto
because the variables of our research study which is product, price and place are

present on his vlog.

The researcher will prepare a questionnaire checklist that will be the primary

source of data in determining the acceptability of mukbang vlog as marketing strategy of

food business. The researcher will also prepare a mukbang video that will be showed to

the respondents before answering the questionnaires.

The study will be limited to 50 respondents which will be the consumers from

Morong National High School.

The descriptive evaluative method of research will be used through the

administration of questionnaire checklist.

Significance of the Study

As an ABM student which primarily study the field of business management. The

study that determines the acceptability of mukbang vlog as amarketing strategy of food

business will contribute to the development of modern marketing. The study will help the

companies to have reliable data in determining the possibility of using mukbang content

in marketing purposes.

Companies who aspire to improve their marketing are the ones who will benefit

from this study because the study will provide them an idea and reliable data about the

level of acceptability of consumers toward the use of mukbang vlog for marketing

purposes.
Definition of terms

Consumer- is the target respondents from Morong National High School who has the

ability to consume/purchase a product.

Mukbang Vlog - is the act of consuming food while interacting with the viewers. It is also

the possible marketing technique that aims to be proved in the study.

Prouct- any item that intends to satisfy the needs and wants of a target customer.

Price- is the amount of money charged for the product and services.

Place- is the location where the product is available.

Marketing- is the act of promoting the product to consumers.

Questionnaire checklist- is the material used in gathering data from the respondents

Respondents- are the consumers from Morong National High School who will answer

the questionnaire checklist.

Review of Related Literature:

Mukbang

People from our generation are starting to live with different social media

platforms. But each and every one of us has their own unique purpose in using social

media apps. Some are using it for entertainment purposes, information purposes, work

related and even business purposes. YouTube is one of the most popular and visited

apps in our time. Because of the different contents that can be viewed from different

creator, viewers are being hooked up. One of these contents is “mukbang” wherein a

creator will film him/herself consuming a various quantities of food from a specific food

company while interacting with the viewers.

McCarthy (2017) claimed that the concept of eating thousands of calories in just

a single moment is the main reason why mukbang contents become viral in the internet

world.

McCarthy (2017) explains that American’s mukbang adaptation is different from

Korea where it is originated. In Korea, mukbang is very silent wherein the host is just

focusing on consuming the food. Meanwhile American adaptation collide the idea of

consuming the food and entertaining its viewers. Wherein hosts were sharing his/her

thoughts and experiences while eating.

According to Zhang (2020) engaging the content and having interaction to the viewers

contributed to the success of vlog as advertising. His study shows that it is applicable to

turn a vlog into an advertisement. The story telling technique, insights of vlogs, and

characteristics of vlogs contribute to its power as an advertisement.

4PS of Marketing

According to Amanda Gaid (2019) the principles of marketing concept is part of

the “marketing mix,” which is a blanket term to describe all the strategies and tactics

that businesses can use to bring their products and services to market.

General (2017) stated that the marketing mix is a tool used to help brands understand

what elements must be combines in order to meet their marketing goals and objectives.

Ultimately, this includes the 4 Ps of marketing:

Product, Price, Place and Promotion

Each organization aims to build up such a structure of 4p’s which can make the

customer’s satisfaction to the highest level and meet its organizational objectives at the

same time (Hosaini, 2020).

According to the study of AI Badi (2018) all of the marketing mix elements which is

product, place, promotion and price have a significant impact on achieving competitive

advantage in the case of AI Buraimi’s small and medium enterprise.

Product

According to general (2017) a product is any item that intends to satisfy the

needs and wants of a target customer. It can be a tangible good, such a clothing item or

piece of software, or tangible, like a service or experience.

In the study the researcher will determine if the product’s information is present in the

mukbang vlog. Product is one of the principles of marketing, meaning it is important that

in a marketing strategy giving of product’s details must be present.

Price

Farooq (2018) stated that price is the amount of money charged for a product or

service, or the sum of the values that consumers exchange for the benefits of having or

using the product or service.

Pricing is an important element of marketing mix. Every company should choose

strategic choices when pricing the products to successfully achieve business objectives.

Pricing is the only element that generates revenue while the other three elements

represent costs (Farooq, 2018).

Badi (2018) concludes that pricing is the most effective element when it comes to

achieving competitive advantage. His study also shows that marketing environment in

AI Buraimi is price sensitive. Therefore, the SME sector should provide affordable

products and services, taking into consideration the income level of its customers and

their culture.

Pricing is one of the most important element of marketing, therefore it is necessary that

price awareness is present in mukbang vlog. Mukbang vlog will be use to market the

product so it is very Important that the price is mentioned in the video.

Place

In marketing mix, the process of moving products from the producer to the

intended user is called place. In other words it is how your product is bought and where

it is bought. This movement could be through a combination of intermediaries such as

distributors, wholesalers and retailers. In addition, a newer method is the internet which

itself is a marketplace now (Luenendonk, 2019).

Place imparts a big role in marketing because it is how and where can the consumers

avail the products. Meaning in using a marketing strategy like mukbang vlog it is very

necessary to inform the viewer where and how to buy the products. In the study we will

determine if the marketing principle which is place is present in the mukbang vlog.
METHODOOGY

Research Design

The researcher will use quantitative research design in determining the

acceptability of the consumers regarding the use of mukbang vlog as a potential

marketing strategy of Jollibee Company. According to Bhandari (2020) qualitative

research is the process of collecting and analysing numerical data. It can be used to

find patterns and averages, make predictions, test casual relationships, and generalize

results to wider populations.

The researcher chooses this type of research design because the data that will be

collected from the respondents were numerical data which is used under qualitative

research design.

Participants/Sampling

The study will be limited to 50 respondents which are the consumers from

Morong National High School. The researchers will also choose participants who were

able to connect from an internet provider in order to watch a particular mukbang vlog

before answering the prepared questionnaire. The researcher will use convenience

sampling technique in determining and organizing the participants. According to Edgar

et al. (2017) convenience sampling is a method of collecting samples by taking samples

that are conveniently located around a location or Internet service.

The researcher will use respondents from Morong National High School because

it is the school were the researchers are currently studying. It will be convenient to use

respondents from the same school where the researchers are.

 The researchers choose consumers who were able to connect from an internet

provider because of their ability to watch the mukbang vlog before answering the

questionnaires.

Instruments

The researcher will use survey questionnaire as a tool in determining the reaction

of the consumers in using mukbang vlog as a potential marketing strategy of Jollibee

Company. According to Hellevik (2019) questionnaire surveys are the most widely used

data collection method in the social sciences. In quantitative surveys, the same

questions are presented to a relatively large samples of persons (the respondents),

usually with fixed response alternatives to choose from.

Survey questionnaire is the most appropriate tool to use in the study because the

researchers aims to gather numerical data from the respondents which will be attain

through survey questionnaire.

Data collection

The researcher will construct a survey questionnaire evaluated and approved by

the research adviser and research experts. After that, the researchers will ask the

approval of the chosen respondents then will proceed to the sending of survey

questionnaires through google forms. Lastly, the researchers will gather the answer of

the 50 participants who responded to the google form.

Data analysis
 To determine the reaction of the consumers in using mukbang content in vlog as

a potential maketing strategy of Jollibee Company, percentage will be used.

The researcher will determine the percentage of the respondents who answered

strongly agree, agree, not sure, slightly disagree, disagree on the different variables

which will show the acceptability of mukbang vlog as a marketing strategy of food

business.

Results and Discussion

Criteria for mukbang vlog’s Mean Verbal Interpretation

acceptability

Product 4.40 Very Much Acceptable

Price 4.08 Very Much Acceptable

Place 4.27 Very Much Acceptable

The table shows that the acceptability of mukbang vlog in terms of product, price

and place is very much acceptable. It is very evident that all the three criteria obtained a

computed mean which is within the very much acceptable range. The computed mean

on the level of acceptability of mukbang vlog in terms of product is 4.40 which is verbally

interpreted as “Very Much Acceptable” while the computed mean on the acceptability of

mukbang vlog in terms of price is 4.08 which is verbally interpreted as “Very Much

Acceptable” lastly the computed mean on the acceptability of mukbang vlog in terms of

place is 4.27 which is verbally interpreted as “Very Much Acceptable”.

 The findings signify that the level of acceptability of mukbang vlog as a marketing

strategy of food business is very much acceptable. The respondents also agree that the

product was described comprehensively. The price was justified and compared to other

similar products. The Location of the store, interior design, and their websites were

presented well in the vlog.

According to the study of AI Badi (2018) all of the marketing mix elements which

are product, price, place and promotion have a significant impact on achieving

competitive advantage in the case of AI Buraimi’s small and medium enterprise. The

findings on our study also support the claim of of AI Badi wherein presenting the

marketing mix on the vlog which is product, price and place contribute to the competitive

advantage of the product featured in the vlog. The respondents accept the vlog as a

marketing strategy due to the fact that the product, price and place are presented well in

the vlog.

According to the study of Zhang (2020) engaging the content and having

interaction to the viewers contributed to the success of vlog as advertising. His study

shows that it is applicable to turn a vlog into an advertisement. The story telling

technique, insights of vlogs, and characteristics of vlogs contribute to its power as an

advertisement. The findings on our study support the claim of Zhang wherein the

characteristics and content of the mukbang vlog contribute to its acceptability as a

marketing strategy for food business.

Conclusion
 Based on the findings of our study, it can be concluded that the mukbang vlog is

very much acceptable as a marketing strategy of food business since the product is

presented well, price was justified and compared to similar products, location of the

store, interior design, and their websites were presented well. These findings also

conclude that a mukbang vlog that presents the product, price and place can be used

as a platform for marketing purposes. And it can be used as a modern way of

advertising the products.

Recommendation

In the light of the following findings, conclusions and suggestions from the

respondents, the following recommendations are hereby given:

1. A mukbang vlog with marketing purposes might keep their video short and

simple.

2. Present the product, price and place comprehensively.

3. The mukbang vlog may consider the energy and honesty of the host while

reviewing the product, price and place of the store.

4. Consider the quality of the video in order to present the real appearance of the

product and place.

References:

Forsey (2021). What is marketing and what’s its purpose?. Retrieved April 9, 2021,

from: https://blog.hubspot.com/marketing/what-is-marketing
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April 9, 2021, from:[ https://www.eater.com/2017/4/19/15349568/mukbang-

videos-korean-youtube]

Hosaini (2020). A research paper on 4 PS of Marketing. Retrieved April 29, 2021, from:

https://www.ijrar.org/papers/IJRAR2004138.pdf

Al Badi (2018). The Impact of Marketing Mix on the Competitive Advantage of the SME

Sector in the Al Buraimi Governorate in Oman. Retrieved April 29, 2021, from:

https://journals.sagepub.com/doi/full/10.1177/2158244018800838

Gaid (2019). KEY MARKETING PRINCIPLES, EXPLAINED ARTICLE. Retrived April

29, 2021, from: https://www.oberlo.com.ph/blog/marketing-principles

General (2017). The 4 Ps of Marketing: Understanding the Marketing Mix. Retrieved

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Farooq (2018). Marketing Mix – Pricing in 4Ps of Marketing. Retrieved April 29, 2021,

from: https://www.marketingtutor.net/marketing-mix-pricing/

Luenendonk (2019). Marketing Mix | Place in Four P’s. Retrieved April 29, 2021, from:

https://www.cleverism.com/place-four-ps-marketing-mix/

Routray (2019). What is Promotion in the Marketing Mix?. Retrieved April 29, 2021,

from: https://tweakyourbiz.com/business/marketing-strategy/what-is-promotion

BCcampus n.d. Distributing and Promoting Products and Services. Retrieved April 29,

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