The influence of food vloggers on social media users: A study from Vietnam
Influencer marketing has become an outstanding method that entrepreneurs use to enhance their value by collaborating with popular social media users. Numerous researchers have explained that influencer marketing's success relates to consumers' strong perception of information credibility a...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-07-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844023054671 |
| _version_ | 1797771420981264384 |
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| author | The-Bao Luong Ching-Hua Ho |
| author_facet | The-Bao Luong Ching-Hua Ho |
| author_sort | The-Bao Luong |
| collection | DOAJ |
| description | Influencer marketing has become an outstanding method that entrepreneurs use to enhance their value by collaborating with popular social media users. Numerous researchers have explained that influencer marketing's success relates to consumers' strong perception of information credibility and advertisement. The researchers conducted an online survey of 328 Vietnamese social media users to investigate how food vloggers impact their followers. The major practical technique for data analysis was structural equation modeling (Smart PLS-SEM), and eight key hypotheses were tested. The findings indicate that advertising content value positively impacts viewers' attitudes. Influencers' attractiveness affects viewers' attitudes toward videos, and influencers' expertise and similarity impact viewers' attitudes toward the featured brand. Viewers' attitudes positively influence their social commerce intentions. This study shapes the performance of food vloggers in advertising content value and information credibility, providing an in-depth analysis of the impact of food vloggers on their followers. The results of this study provide advertisers and marketers with insights into the performance of food vloggers. |
| first_indexed | 2024-03-12T21:36:17Z |
| format | Article |
| id | doaj.art-40e10960c064404ba0eb9a114b668d94 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-03-12T21:36:17Z |
| publishDate | 2023-07-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-40e10960c064404ba0eb9a114b668d942023-07-27T05:59:05ZengElsevierHeliyon2405-84402023-07-0197e18259The influence of food vloggers on social media users: A study from VietnamThe-Bao Luong0Ching-Hua Ho1Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality & Tourism, Kaohsiung City, Taiwan, ROC; Faculty of Fashion and Tourism, Ho Chi Minh City University of Technology and Education, Ho Chi Minh City, Viet NamGraduate Institute of Tourism Management, National Kaohsiung University of Hospitality & Tourism, Kaohsiung City, Taiwan, ROC; Corresponding author.Influencer marketing has become an outstanding method that entrepreneurs use to enhance their value by collaborating with popular social media users. Numerous researchers have explained that influencer marketing's success relates to consumers' strong perception of information credibility and advertisement. The researchers conducted an online survey of 328 Vietnamese social media users to investigate how food vloggers impact their followers. The major practical technique for data analysis was structural equation modeling (Smart PLS-SEM), and eight key hypotheses were tested. The findings indicate that advertising content value positively impacts viewers' attitudes. Influencers' attractiveness affects viewers' attitudes toward videos, and influencers' expertise and similarity impact viewers' attitudes toward the featured brand. Viewers' attitudes positively influence their social commerce intentions. This study shapes the performance of food vloggers in advertising content value and information credibility, providing an in-depth analysis of the impact of food vloggers on their followers. The results of this study provide advertisers and marketers with insights into the performance of food vloggers.http://www.sciencedirect.com/science/article/pii/S2405844023054671Food vloggerAdvertising content valueInfluencer credibilityViewer's attitudeSocial commerce intention |
| spellingShingle | The-Bao Luong Ching-Hua Ho The influence of food vloggers on social media users: A study from Vietnam Heliyon Food vlogger Advertising content value Influencer credibility Viewer's attitude Social commerce intention |
| title | The influence of food vloggers on social media users: A study from Vietnam |
| title_full | The influence of food vloggers on social media users: A study from Vietnam |
| title_fullStr | The influence of food vloggers on social media users: A study from Vietnam |
| title_full_unstemmed | The influence of food vloggers on social media users: A study from Vietnam |
| title_short | The influence of food vloggers on social media users: A study from Vietnam |
| title_sort | influence of food vloggers on social media users a study from vietnam |
| topic | Food vlogger Advertising content value Influencer credibility Viewer's attitude Social commerce intention |
| url | http://www.sciencedirect.com/science/article/pii/S2405844023054671 |
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