What can be learned about the relationship with food in food blogs? A netnographic analysis of Finnish food bloggers’ posts on social media

Social media provide numerous platforms to build relationships with food. In this research, we focus on Finnish food bloggers with the purpose to analyze how the relationship with food appears in food blogs. To answer this question, we conducted a netnographic research by visiting food blogs. The analysis followed qualitative content analysis. The main categories of findings were food- and eating-related values, innovativeness and experimental approach, positive eating-related multi-sensory experiences and memories, and social elements of eating. The role of social media, for example in the form of food blogs, can have a meaningful role in the socialization into the modern eating culture.