The impact of consumers’ motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement

Journal of Marketing Analytics, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 4, 2025

Language: Английский

Social Media Food Influencers and Follower’s Local Food Purchase Intention: A Parasocial Relationship Perspective

Journal of Consumer Sciences, Journal Year: 2025, Volume and Issue: 10(1), P. 173 - 196

Published: Feb. 17, 2025

Background: The presence of Social Media Food Influencers (SMFIs) has created a new landscape in local food tourism. Despite extensive studies focusing on the crucial role influencer marketing through lens parasocial relationships, how SMFIs can foster these relationships and consequently influence their followers' intentions to purchase remains underexplored. Purpose: This research examines relationship between followers influences latter's intention food. Method: employed quantitative approach. It involved 439 active Instagram users who follow as respondents. They were recruited using purposive sampling technique. Additionally, Smart-PLS software, Partial Least Squares Structural Equation Modeling (SEM-PLS) was applied statistically test data hypotheses. Findings: reveals that influencers' content value (informative value), interaction strategy (interactivity), credibility (expertise attractiveness) positively significantly social media influencers (SMFIs). results also indicate this Conclusion: study highlights critical play fostering which followers’ findings reveal effectiveness is largely contingent upon ability engage informative content, interactive communication, establishment perceived expertise. Research implication: offer significant implications for tourism marketers business managers. be regarded influential promoters food, enhancing tourists’ interest facilitated by media.

Language: Английский

Happier and Healthier? Investigating the Longitudinal Impact of Body-Positive and Fitspirational Influencers on Weight Satisfaction, Healthy Eating, and Physical Activity

Health Communication, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 13

Published: Feb. 25, 2025

Social media influencers frequently share body-related ideals, such as body positivity or fitspiration, with their followers. While influence is well-recognized, little known about how content affects weight satisfaction and health-related behaviors, healthy eating exercise, over time. This study addresses these questions through a 22-day longitudinal experiment, exposing participants to Instagram from body-positive, fitspirational, non-body-focused influencers. Experience sampling was employed deliver the posts, alongside four main questionnaires completed by (NDay 1 = 181, NDay 8 155, 15 142, NDay22 112). Compared influencer, both body-positive fitspirational had positive impact on behavior No significant long-term effects exercise were observed in either group. highlights nuanced impacts of body-focused influencer behavior.

Language: Английский