Overview
- Published January 28, 2026 in the International Journal of Consumer Studies, the research analyzed an online survey of 406 active TikTok users, most aged 18 to 34.
- Ninety-seven percent of respondents reported cooking a recipe found on TikTok, and more than half said they visited a restaurant after seeing it reviewed on the app.
- Seven channels of influence were supported: perceived usefulness, entertainment content, viral recipes, influencer venue reviews, social influence, bonds with creators, and attitudes toward culinary trends.
- Attitude toward TikTok food trends emerged as the strongest predictor of behavior change, with positive views linked to greater experimentation and dining shifts.
- Researchers caution that algorithmic repetition can reinforce restrictive or unverified diets and recommend public-health collaborations with credible creators to encourage healthier choices.