Research Title: Consumer’s reaction to the use of mukbang vlog as a potential

marketing strategy of Jollibee Company.

Research questions:

The Researchers will focus on determining the different reaction of consumers

toward using Jollibee’s products in mukbang content.

The proponents of this research study seek to answer the following:

1. Reaction of the consumers after watching the vlog.

2. Can the vlog help the product in terms of:

1. Improving its popularity

2. Activating consumer’s curiosity

3. Influencing consumer’s impression toward the product

4. Influencing consumer’s purchasing power

3. Possibility of mukbang vlog as a new marketing strategy.

Research Questionnaires

Name (optional): Gender:

Grade & Secton:

Direction: Put a ( √ ) to your corresponding answer.

1. Are you familiar with vlogging?

Yes

No

2. Are you a fan/subscriber of a specific vlogger/content creator?

Yes

No

3. Are you familiar with the mukbang content?

Yes

No

Reminder: If your answer on the third question is yes then you can proceed to the next

set of questions. If your answer is no, then you are already done and no need to answer

the next set of questions. Thank You!

Direction: put a check ( √ ) in the column of your answer. Read the questions carefully,

your honesty and cooperation is much appreciated.

QUESTIONS Strongl Agree Not Disagree

y Agree Sure

1. Mukbang content in vlogs contributes to

the product’s popularity.

2. Mukbang content affect your curiosity

for the product.

3. Vlogger’s facial expression and

honest comments affect your

impression for the product.

4. Mukbang content has an impact to

your trust toward the product.

5. Mukbang content can affect your

willingness to buy and try the

product?
6. Mukbang vlogs has the potential to

be a new marketing technique.

 CHAPTER 1

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.

On the other hand Jollibee Foods Corporation is a huge and popular food

company here in the Philippines. The company was first incorporated in January 1978,

its first branch operated in Santa Cruz, Manila in 1979. Jollibee Corporation uses T.V.

commercials as their major marketing advertisement. Their first T.V. commercial was

aired in 1980.

The researcher aims to use Jollibee’s foods as the featured product in the

mukbang content. Because several mukbang content using Jollibee’s product were

already existed and viewed in YouTube.

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 reaction to the use of mukbang vlog

as a potential marketing strategy of Jollibee Company”.

The researcher aims to determine the different reaction of consumers after

watching a mukbang content in vlog. The consumer will determine if a mukbang content

has an effect to his/her purchasing behaviour.

 Therefore this study will determine the possibility of using mukbang as a

marketing technique by asking the reaction of the consumer’s after watching a mukbang

content. The study will also determine the effects of mukbang toward the consumer’s

purchasing behaviour.

Statement of the Problem

The research study focuses on determining the reaction of consumer’s to the

potential of mukbang content as a marketing strategy of Jollibee Company.

The researcher seeks the answer to the following:

1. Reaction of the consumers after watching the vlog.

2. Can the vlog help the product in terms of:

2.1 Improving its popularity

2.2 Activating consumer’s curiosity

2.3 Influencing consumer’s impression toward the product

2.4 Influencing consumer’s purchasing power

3. Possibility of mukbang vlog as a new marketing strategy.

Scope and Limitation

This study will be limited to the consumer’s reaction to the use of mukbang

content as a potential marketing technique of Jollibee Company.

The study will be conducted through virtual survey involving consumers in

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

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

source of data in determining the potential of mukbang content as a marketing

technique of Jollibee Company. 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 potential of mukbang content as a marketing technique of

Jollibee Company 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 about the reaction of

consumers toward mukbang contents.

Definition of terms

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

ability to consume/purchase a product.

Reaction- it refers to the answer of consumers after watching the vlog.

Mukbang- 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.

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.

Popularity Improvement

In the business world product’s popularity is one of major target of marketing.

Marketing is the act of introducing or promoting your product to consumers. If a
company improves the popularity of their product then there is a high possibility for an
increase to their sale. Based on our personal experience as consumer, we often buy the
products that we are familiar with. Meaning the popularity of the brand literally affect our
willingness to purchase.

Yoo (2016) investigates the effects of time pressure and brand popularity on
consumer’s responses in a context of social commerce. Wherein the results from the
study stated that brand popularity influenced perceived risk and purchase intention.
 Yoo’s study clearly shows the relevance of brand popularity when it comes to
consumer’s purchasing behaviour.

Goedegebure (2019) the study shows the neurological and psychological

mechanism that affect consumer’s behaviour toward product’s popularity. The study
confirms the existence of two distinct patterns on a neurological level, reflected by
different brain regions, and on a psychological level, reflected by different inferences.

These studies strongly shows that product’s popularity were able to influence
consumer’s willingness to purchase. It will stand as a support for the objective of this
study wherein if the mukbang content shows that it can contribute to the improvement of
the product’s popularity then it can also influence the purchasing behaviour of
consumers which is very important characteristic of a marketing technique.

Consumer’s curiosity

As a personal consumer it is very evident that curiosity has the ability to affect
purchasing behaviour. Companies tend to caught consumer’s curiosity by conducting
advertisements and promos. Through these techniques companies were depending on
the ability of their marketing strategy to influence consumer’s curiosity.

Kidd & Hayden, n.d. stated that curiosity was associated with decision making
wherein decision makers were least curious when they had no clue about something.
Meanwhile they are most curious when they had some idea about something.

It will support our study in terms of activating consumer’s curiosity because

mukbang content provides information about the featured product. Such as its taste,
smell, variety of food, and its texture which will be described by the host. This
information or idea will boost the curiosity of consumers as stated in the study of Kidd &
Hayden.

The study of Hill et al. (2015) shows that consumers that were offered moderate
information about the product reported higher purchase motivation than those who
exposed with minimal information.
 These studies show that if consumers were exposed with the ideas and
information about the product their willingness to purchase will increase. Which is very
connected to mukbang contents wherein hosts were stating ideas and information about
the featured product.

Consumer’s Purchasing Power

In marketing it is very necessary to influence the purchasing power of the

consumers. If the company can influence the purchasing will of consumers then they
can expect an increase to their sales.

A consumer’s buying power represents his or her ability to make purchases. And
the economy has the ability to affect consumer’s buying power. (Saylor Academy, 2020)

However there are several factors which affect the purchasing behaviour of consumers.

Study of Ramya & Mohamed Ali (2016) states that a man is a social animal.
Hence, our behaviour patterns, likes and dislikes are influenced by the people around
us to a great extent. We always seek confirmation from the people around us and
seldom do things that are not socially acceptable. The social factors influencing
consumer behaviour are a) Family, b) Reference Groups, c) Roles and Status

This study supports that people around us or around social media platforms can
influenced the behaviour of consumers. As it is stated to Ramya & Mohamed’s study
our behaviour patterns, likes and dislikes can be influenced by the people around us.
This can be related to our purchasing behaviour which can also be influenced by the
likes and dislikes by the people around us or around social media platforms.
 References:
Forsey (2021) What is marketing and what’s its purpose?. Retrieved April 9, 2021, from:
https://blog.hubspot.com/marketing/what-is-marketing

Goedegubre (2019). Why we buy what others buy: The role of product popularity in
consumers. Retrieved April 9, 2021, from:
[https://research.wur.nl/en/publications/why-we-buy-what-others-buy-the-role-of-
product-popularity-in-cons]

Hill et al. (2016). Shopping under the influence of curiosity: How retailers use mystery to
drive purchase motivation. Retrieved April 9, 2021, from:
https://www.sciencedirect.com/science/article/abs/pii/S0148296315003525

Kidd & Hayden, n.d. The psychology and neuroscience of curiosity. Retrieved April 9,
2021, from: [https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4635443]

McCarthy (2017). This Korean food phenomenon is changing the internet. Retrieved
April 9, 2021, from:[ https://www.eater.com/2017/4/19/15349568/mukbang-
videos-korean-youtube]

Ramya & Mohamed Ali (2016). Factors affecting Consumer Behavior. Retrieved April 9,
2021, from:
https://www.researchgate.net/publication/316429866_Factors_affecting_consum
er_buying_behavior

Saylor Academy. (2020). Consumer Buying Power. Retrieved April 9, 2021, from:
https://learn.saylor.org/mod/page/view.php?id=8865#:~:text=Consumer
%20Buying%20Power,consumers%20have%20greater%20buying%20power

Yoo (2016). The Effects of Product Popularity and Time Pressure on consumer
responses in social commerce. Retrieved April 9, 2021, from:
[https://www.researchgate.net/publication/305028663_The_Effects_of_Product_
Popularity_and_Time_Pressure_on_Consumer_Responses_in_Social_Commerc
e] 
 METHODOLGY

Research Design

The researcher will use quantitative research design in determining the reaction
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. It is also necessary to choose consumers from Morong National High
School because the study is related to marketing and Jollibee’s products wherein a
Jollibee’s branch is currently located in front of the school.
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 “agree”
or “disagree” on the different variables which will show the possibility of mukbang vlogs
as a marketing technique.
 Statements Strongly Agree Not Disagree
Agree sure

1. Information about the product

are showed or mentioned in the
vlog such as its texture, smell,
and taste.

2. Watching the vlog contributes

to your impression or curiosity
about the product’s quality.

3. The price is well stated in the

vlog.

4. Stating the price in the vlog

contributes to your willingness
to try the product.

5. Places or websites where the

product is available were
mentioned in the vlog.

6. Being aware of the places

where the product is available
through watching the vlog
contributes to your willingness
to purchase.

7. The product is well promoted in

the mukbang vlog.