Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions

Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions

Abstract Background Most studies on social influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious fit influencer is more succ...

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Bibliographic Details
Main Authors: Frans Folkvord, Elze Roes, Kirsten Bevelander
Format: Article
Language:English
Published: BMC 2020-11-01
Series:BMC Public Health
Subjects:
Social influencers
Marketing
Healthy foods
Public health
Attitude
Intention
Online Access:http://link.springer.com/article/10.1186/s12889-020-09779-y

Internet

http://link.springer.com/article/10.1186/s12889-020-09779-y

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