The Power of Influence: A Thematic Analysis of TikTok Content on Restaurant Perceptions
Document Types
Paper Presentation
School Name
De La Salle University Laguna Campus
Track or Strand
Humanities and Social Science (HUMSS)
Research Advisor (Last Name, First Name, Middle Initial)
Tabajunda, Dastin M.
Start Date
23-6-2025 3:30 PM
End Date
23-6-2025 5:00 PM
Zoom Link/ Room Assignment
EKR 404
Abstract/Executive Summary
With the massive rise in popularity that social media has gained in recent years, platforms like TikTok have experienced exponential growth. The search interest for TikTok has increased by a staggering 227% in the past five years (Howarth, 2024). As TikTok’s short-form content dominates the digital space, product and restaurant reviews have become a staple on users’ “For You” pages. Despite this trend, there is limited research on how food influencers shape public perception through persuasive speech. This study addresses that gap by using thematic analysis to examine the rhetorical strategies employed by influencers in TikTok restaurant reviews. The research aims to (1) identify recurring themes in persuasive strategies (2) analyze the use of specific phrases that enhance persuasion and viewer engagement, and (3) understand why audiences often prioritize influencer opinions over their own. With the help of Aristotle’s Rhetorical Theory of Persuasion, the study analyzed selected videos and identified eight key themes, including the use of “Taglish,” use of exaggeration, Casual and Conversational tone, affordability, and comparison and justification. Results indicate pathos (appeal to emotions) as the most common rhetorical device, followed by logos (reason) and ethos (credibility). These rhetorical tactics promote audience engagement, increase engagement, and emphasize the influencers' persuasiveness. Finally, the research concludes that TikTok influencers are prominent in framing consumer attitudes by using emotionally charged and strategically framed communication, thus being influential figures in online food marketing.
Keywords
tiktok, thematic analysis, phrases, persuasion, strategies
Research Theme (for Paper Presentation and Poster Presentation submissions only)
Media and Philippine Studies (MPS)
Initial Consent for Publication
yes
Statement of Originality
yes
The Power of Influence: A Thematic Analysis of TikTok Content on Restaurant Perceptions
With the massive rise in popularity that social media has gained in recent years, platforms like TikTok have experienced exponential growth. The search interest for TikTok has increased by a staggering 227% in the past five years (Howarth, 2024). As TikTok’s short-form content dominates the digital space, product and restaurant reviews have become a staple on users’ “For You” pages. Despite this trend, there is limited research on how food influencers shape public perception through persuasive speech. This study addresses that gap by using thematic analysis to examine the rhetorical strategies employed by influencers in TikTok restaurant reviews. The research aims to (1) identify recurring themes in persuasive strategies (2) analyze the use of specific phrases that enhance persuasion and viewer engagement, and (3) understand why audiences often prioritize influencer opinions over their own. With the help of Aristotle’s Rhetorical Theory of Persuasion, the study analyzed selected videos and identified eight key themes, including the use of “Taglish,” use of exaggeration, Casual and Conversational tone, affordability, and comparison and justification. Results indicate pathos (appeal to emotions) as the most common rhetorical device, followed by logos (reason) and ethos (credibility). These rhetorical tactics promote audience engagement, increase engagement, and emphasize the influencers' persuasiveness. Finally, the research concludes that TikTok influencers are prominent in framing consumer attitudes by using emotionally charged and strategically framed communication, thus being influential figures in online food marketing.
https://animorepository.dlsu.edu.ph/conf_shsrescon/2025/paper_mps/3
