Algorithmic Premiumization in the Food and Beverage Industry: How Social Media Recommendation Systems Influence Consumer Perceptions of Premium Quality in Trendy Food and Beverage Products
DOI:
https://doi.org/10.54536/ajsde.v5i2.7857Keywords:
Algorithmic Premiumization, Beuristic Processing, Consumer Behavior, Food and Beverage, Industry. Perceived Premium Quality, Social Media AlgorithmsAbstract
This study examined how algorithmically curated social media content influences consumer perceptions of premium quality within the food and beverage (F&B) industry. Anchored on the Usage, Attitude, and Image (UAI) framework alongside Machine Heuristic Theory, Algorithmic Imaginary, Heuristic–Systematic Model, and Regulatory Focus Theory, the study investigated how algorithmic exposure, visual aesthetics, popularity cues, and engagement metrics shape perceptions of desirability, value, and inferred premium quality. The study employed a quantitative descriptive-correlational research design utilizing a researcher-developed survey questionnaire distributed through online and limited face-to-face methods. A total of 265 valid respondents aged 18 years old and above from Mindanao State University – Iligan Institute of Technology and selected areas within Iligan City participated in the study. Data were analyzed using frequency distribution, percentage, weighted mean, and standard deviation through Jamovi statistical software. Findings revealed that respondents were highly exposed to algorithmically curated food and beverage content across TikTok, Facebook, Instagram, and YouTube. Visual presentation, popularity metrics, repeated exposure, and engagement indicators significantly influenced perceptions of premium quality, desirability, and value. Results further suggested that consumers increasingly relied on heuristic cues such as aesthetics, virality, and social validation rather than solely on traditional indicators such as price or objective quality. The study concludes that social media recommendation systems significantly shape consumer perceptions of premium quality within contemporary digital food environments. Algorithmic visibility functions not only as a content distribution mechanism but also as an implicit signal of credibility, desirability, and exclusivity. The findings contribute to emerging literature on algorithmic consumer behavior and provide localized insights into digital consumer perception within the Philippine food and beverage context.
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Copyright (c) 2026 Jibril Anton O. Lim, Jone Claire E. Molina, Jaafar A Mangotara, Mendoza, James Mark B. Mendoza, Alia, Allen. Jupert Jasser G. Abellana
This work is licensed under a Creative Commons Attribution 4.0 International License.
