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

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.