How restaurant influencers’ characteristics impact Gen Z’s restaurant visit: an elaboration likelihood perspective
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study examines the role of restaurant influencers’ (RI) characteristics on Gen Z’s attitudes and visits to the recommended restaurants using the Elaboration Likelihood Model approach. A quantitative survey using an online structured questionnaire was used to collect the data from 331 respondents. Structural equation modelling was used to appraise the hypothesized relationships among the constructs. The findings revealed that RIs’ credibility, authenticity, interactivity, and playfulness significantly impact their followers’ attitudes toward the restaurant. However, the originality and likeability of the RIs did not significantly impact Gen Z’s attitudes. The findings also demonstrated that Gen Z’s visit intention has a significant positive impact on their restaurant visits. The findings of this study are helpful for the restaurant marketing industry, managers, and influencers to develop a powerful brand image, awareness, and direct customer relationships.
Source: Cogent Business & Management
Authors: Priya Pereira, Senthilkumaran Piramanayagam, Jyothi Mallya, Vidya Patwardhan
Institution: Manipal Academy of Higher Education
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,165
OpenAlex ID: W4412508660