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Examining the impact of Instagram food vloggers on restaurant visit intentions: structural equation modelling approach

Year: 2024

Type: article

Abstract: The study involves the impact of Instagram food vloggers on customer intentions to visit restaurants, aiming on the part of credibility, attractiveness, homophily, and parasocial relationships.The research employs a quantitative survey methodology, targeting Instagram users who follow food vloggers.It analyses the collected data using PLS-SEM and SPSS to comprehend relationships between influencer characteristics and restaurant visit intentions.Findings reveal that credibility and parasocial relationships have a significant influence on restaurant visit intentions.Attractiveness, while influential on credibility, does not directly affect visit intentions, highlighting the importance of vlogger-subscriber relationships over superficial traits.The study involves the emerging sector of influencer marketing research by focusing on the food industry and highlighting the paramount importance of credibility and parasocial relationships in influencing consumer behaviour, offering valuable insights for marketers and vloggers alike.

Source: International Journal of Business and Systems Research

DOI: 10.1504/ijbsr.2025.143556

Authors: Gunjan Malik, Purvi Saini, Anoop Kumar, Kuldeep Singh

Institutions: Amity University, Amity University Gurugram, Maharshi Dayanand University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4405920519

FWCI: 4.465

Cites:

Cited by: 6

Related to: 10