Year: 2024
Type: editorial
Abstract: Guest editorial: Social media influencer marketing in the food and beverage industry 1. IntroductionSocial media influencer marketing has emerged as a critical tool to promote brands and products (e.g.goods, and services) (Han and Balabanis, 2024;Koay and Lim, 2024;Pradhan et al., 2023).Many businesses are investing significant portions of their marketing budgets into this strategy due to its proven effectiveness and extensive reach among target audiences (Dogtiev, 2024;Joshi et al., 2024).This approach has become particularly prominent and impactful in the food and beverage (F&B) industry, where it has shifted the focus from traditional advertising to more dynamic, personalized content creation (Bastrygina and Lim, 2023;Flood, 2024;Koay et al., 2023).Such a transformation signifies an evolution in consumer advocacy of and engagement with brands.Noteworthily, the growing influence of social media personalities in shaping consumer preferences and trends highlights the complex interplay of various factors -including influencer characteristics, content strategies, economic considerations and psychological dynamics (Bastrygina et al., 2024;Cheah et al., 2024;Tanwar et al., 2024;Koay et al., 2023 Koay et al., , 2024)).F&B operators, e.g.bars, caf� es, cafeterias, catering services, food delivery platforms, fast food joints, restaurants, specialty food stores, as well as wineries and breweries, are increasingly collaborating with social media influencers to enhance their market presence and increase sales (Pham et al., 2024).These partnerships enable the creation of engaging and interactive content across formats such as blog posts, contests, infographics, interactive polls, live broadcasts, photos, reels and videos, effectively turning followers into customers (Bastrygina et al., 2024;Joshi et al., 2024).The right influencer can potentially generate as much as $18 for every $1 spent (Digital Marketing Institute, 2024), emphasizing the substantial return on investment from such marketing strategies.Social media platforms tailor distinct experiences that influence F&B marketing strategies.Our collective expertise in social media research and personal experience on social media suggests that Facebook's broad demographic appeal makes it ideal for community-driven content and promotions, contrasting with LinkedIn's professional network, which is better suited for business-to-business (B2B) marketing and industry insights in F&B sectors.Instagram's visually rich environment is perfect for showcasing mouth-watering images and short video clips, a stark difference from Red Book (Xiaohongshu), which combines lifestyle blogging and e-commerce, attracting a predominantly Chinese audience interested in detailed food reviews and culinary experiences.Snapchat and TikTok cater to younger audiences with creative and ephemeral video content that often goes viral, unlike Twitter or X, which excels at real-time engagement and can be used for timely promotions and customer service within the F&B industry.These platforms allow for tailored influencer campaigns that align with consumer behaviors and unique attributes associated with each service.Despite the widespread adoption of social media influencer marketing, several gaps remain in the existing literature.Notably, there is limited understanding of the mechanisms through which various influencer attributes and marketing approaches affect consumer attitudes and behaviors, particularly in the F&B industry.Further, the existing research in this space often overlooks how social media influencer marketing interacts with firm-level outcomes, like corporate social legitimacy and economic performance.Therefore, the need to explore the nuances of influencer marketing -how it functions, why it succeeds or fails, and what drives consumer engagement, firm performance and return on investment -is greater than ever.
Source: British Food Journal
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4404483992