Analysis of the Gastronomic Content of Macro-influencers on TikTok in Cuenca and Its Impact on the Digital Interaction

Abstract

TikTok has transformed gastronomic consumption by positioning macro-influencers as figures that influence digital interaction, thereby increasing the visibility of local businesses. Their content has modified audience perception, and its effectiveness depends on narratives, audiovisual quality, and trends. In Cuenca, there is still a research gap regarding  how these factors directly influence brand digital interaction. Moreover, poor content management persists, affecting the credibility of macro-influencers and the reputation of businesses. This study was conducted using a mixed-methods methodology with an exploratory and descriptive approach, through systematic sampling that enabled the analysis of gastronomic content produced by macro-influencers, as well as the analysis of metrics such as the number of views, shares, saves, and likes. This made it possible to identify the level of interaction and engagement with the posts and to demonstrate that, depending on the type of content created by macro-influencers, users respond more to visually appealing videos and reviews that encourage visits to gastronomic establishments. The findings also show that the participation of multiple creators in a single video increases the level of audience engagement and interaction. Finally, TikTok has become a key social network for gastronomic advertising in Cuenca, allowing macro-influencers to influence digital perceptions and effectively promote local businesses.