Digital Engagement on Social Media: How Food Image Content Influences Social Media and Influencer Marketing Outcomes

Abell, Annika; Biswas, Dipayan

doi:10.1177/10949968221128556

Cited by 33 publications

(10 citation statements)

References 58 publications

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“…Similarly, identification with a brand endorser makes consumers more likely to adopt the endorser’s beliefs and behavior, including consumption choices (Abell and Biswas, 2023; Wang and Kim, 2019).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Tian

Cho

Jia

et al. 2023

JPBM

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Purpose This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape their response to influencers’ branded posts. Specifically, this study investigates how perceived similarity and wishful identification lead to distinct social comparison mechanisms that affect Generation Z consumers’ self-improvement motives, which, in turn, drive their message engagement, brand attitudes and purchase intentions. Design/methodology/approach An online survey was conducted with 295 college students who are digital natives and whose purchase decisions are heavily influenced by social media influencers. Findings The study findings confirmed that perceived similarity positively influenced assimilative comparison emotions of optimism, admiration and aspiration while negatively influenced contrastive comparison emotions of envy, depression and resentment. Wishful identification positively affected both assimilative and contrastive comparison emotions. Both types of social comparison emotions further affected consumers’ motivations to follow the influencer for self-improvement, thereby enhancing their brand attitude, purchase intention and engagement behaviors. Originality/value This study is one of the earliest attempts to investigate the relationship dynamics between influencers and consumers from the lens of social comparison. The study examines the antecedents of perceived similarity and wishful identification, the mediators of upward comparison emotions and self-improvement motives and the brand evaluation outcomes of message engagement, brand attitude and purchase intention.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Tian

Cho

Jia

et al. 2023

JPBM

View full text Add to dashboard Cite

show abstract

“…Marketing managers may capitalize on the finding that food engagement positively influences willingness to buy and pay a price premium for sea vegetable products by focusing their marketing efforts on platforms frequented by food-engaged consumers. Abell and Biswas (2023) emphasize the importance of social media for marketing communication in a food context [56]. The study outlines the importance of influencers and pictures as paths to engagement.…”

Section: Suggestions For Practitioners In Us Retail and Gastronomymentioning

confidence: 96%

Kelp Wanted?! Understanding the Drivers of US Consumers’ Willingness to Buy and Their Willingness to Pay a Price Premium for Sea Vegetables

Rombach,

Botero,

Dean

2023

Gastronomy

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Lifestyle changes towards sustainable and healthy diets have given rise to superfoods. Sea vegetables, which are otherwise known as edible seaweeds fall in the category of superfoods and are perceived as sustainable and ethical food options. The present study is dedicated to US consumers’ willingness to buy and their willingness to pay a price premium for sea vegetables, providing insights and best-practice recommendations for marketing managers in the US food retail and gastronomy. An online consumer survey was distributed to explore predictors explaining willingness to buy and pay a price premium. Food engagement, food attributes, consumer knowledge, and health importance were the investigated predictors covered in the survey. Descriptive statistics and partial least square structural equation modelling were used to analyze the data. Food engagement and sea vegetable intrinsic and extrinsic attributes were identified as the strongest predictors for both willingness to buy and to pay a price premium. In contrast, health importance only influenced willingness to buy, and consumer knowledge only influenced willingness to pay a price premium. By focusing on the forms of consumer behavior with high commitment and exploring and validating the factors driving these consumers’ behaviors, the study fills an important research gap.

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“…Content creators are the driving force behind influencer marketing in the food industry. The gastronomy and photography passions of account owners are appreciated by brands [ 12 ]. Personal preferences regarding colors, brands, and preferred e-commerce sites affect Vietnamese users' e-commerce choices [ 13 ].…”

Section: Literature Reviewmentioning

confidence: 99%

The influence of food vloggers on social media users: A study from Vietnam

Luong¹,

Ho²

2023

Heliyon

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Digital Engagement on Social Media: How Food Image Content Influences Social Media and Influencer Marketing Outcomes

Cited by 33 publications

References 58 publications

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Kelp Wanted?! Understanding the Drivers of US Consumers’ Willingness to Buy and Their Willingness to Pay a Price Premium for Sea Vegetables

The influence of food vloggers on social media users: A study from Vietnam

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