Antecedents and Consequences of Consumer Engagement with Food Influencers from Social Media

Authors

  • Saba Abid Lyallpur Business School, Government College University,Faisalabad,Pakistan.
  • Faiqa Kiran Lyallpur Business School, Government College University,Faisalabad,Pakistan.
  • Muhammad Abrar Lyallpur Business School, GC University Faisalabad,Pakistan. https://orcid.org/0000-0002-1128-5350

DOI:

https://doi.org/10.56536/ijmres.v14i4.708

Keywords:

social media influencer , perceived enjoyment, professionalism, credibility, Behavioral Intention, Structural Equation Modeling

Abstract

In today's marketing landscape, social media influencers influence consumer perceptions, emotions, and purchasing decisions. This study seeks to delve into how the attributes of food influencers, such as perceived enjoyment, professionalism, and credibility, impact consumer engagement and behavioral intentions towards food products. The current study employed an empirical design, utilizing an online questionnaire survey. 386 participants took part in the survey, yielding 298 valid responses. Structural Equation Modelling (SEM) was used to test the hypotheses. The survey results indicate that perceived enjoyment and perceived professionalism significantly impact engagement with influencers, which, in turn, positively influences behavioral intentions. Additionally, perceived credibility did not affect substantially the followers' behavioral intentions. This study adds to the understanding of food influencers, exploring how consumer engagement with food influences their behavioral intentions. Specifically, food influencers' personality attributes have not been thoroughly examined in the context of food influencer behavior until now. This research employs the principles of uses and gratification theory to shed light on this previously unexplored area. This study explains that food influencers must try to engage consumers emotionally with professional content to influence purchase intentions emotionally.

Author Biography

  • Muhammad Abrar, Lyallpur Business School, GC University Faisalabad,Pakistan.

    Muhammad Abrar is a professor of management sciences (marketing) and currently serving as a professor/director at Lyallpur Business School, Government College University, Faisalabad, Pakistan. He received his PhD in business administration (marketing) from the Huazhong University of Science and Technology, Wuhan, China. He holds an MBA from Bahauddin Zakariya University, Multan, Pakistan and an M.Sc. (Hons.) Agronomy degree from the University of Agriculture, Faisalabad, Pakistan. He is a well-known scholar in his research areas (Brand Management, Supply Chain Management, Digital Marketing, Services Marketing, Management, and Business Education). He edited the five books published by IGI-Global & Springer Nature. His scholarly peer-reviewed research articles have been published in the top journals, e.g., International Journal of Contemporary Hospitality Management, Journal of Enterprise Information Management, Management Decision, Journal of Competitiveness, Asia Pacific Journal of Marketing and Logistics, Total Quality Management & Business Excellence, Marketing Intelligence & Planning, Economic and Industrial Democracy, International Journal of Emerging Markets, Chinese Management Studies, Autex Research Journal, SAGE Open, Quality & Quantity, Industria Textila, Journal of Islamic Marketing. He can be contacted at: abrarphd@gmail.com  , abrarphd@gcuf.edu.pk

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Published

19-12-2024

How to Cite

Abid, S. ., Kiran, F., & Abrar, M. (2024). Antecedents and Consequences of Consumer Engagement with Food Influencers from Social Media. International Journal of Management Research and Emerging Sciences, 14(4). https://doi.org/10.56536/ijmres.v14i4.708

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