Food and non alcoholic beverages: Branding through social media

Lakshmi, K. Rajya; Sengottuvelu, C.

doi:10.5958/2278-4853.2020.00036.1

Cited by 2 publications

(1 citation statement)

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“…Abdillah and Kahalani (2020) stated that co-branding has a positive and significant influence on purchasing decisions and can improve sales performance. During the last decade, brands have discovered social media as a vehicle for marketing communications, and major F&B companies are using various popular social media to reach and communicate with their customers who share some common interests toward their brand (Lakshmi & Sengottuvelu, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Influence of a Celebrity Chef on Customer Repurchase Behavior: Empirical Study of Taiwan’s F&B Industry During COVID-19 Pandemic

Shieh

Lin

2023

Sage Open

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The spread of COVID-19 pandemic has inflicted severe blows on the global hospitality industry. In Taiwan, revenue from the food and beverage (F&B) department has decreased by more than 90%. This study aims to understand whether celebrity chefs can effectively help and enhance their corporates’ business performance under COVID-19′s severe impacts via leveraging their personal brand value, explores the influence of a celebrity chef on customer repurchase behavior during the epidemic and examines whether such a chef has a mediation effect on the relationship between corporate brand and customer satisfaction. The primary data were collected from the respondents through online questionnaire in Taiwan to get 245 respondents as a sample size of the research from Nov. 10 to Nov. 25 in 2021, and through validity and reliability analysis that processed by statistical software using factor analysis and structural equation modeling to see if celebrity chefs’ personality branding could influence customer repurchase behavior, and also examine the relationship between corporate brand and celebrity chef. The findings show that corporate brand enhances both a celebrity chef’s personal brand and customer satisfaction, and that a celebrity chef has a positive effect on both customer satisfaction and loyalty, which can partially mediate the effect of corporate brand; furthermore, a celebrity chef has a positive effect on customer repurchase behavior. In Taiwan relative studies into aspects of a celebrity chef’s effect on consumer behavior are limited, and so this research offers new insights into the celebrity chef phenomenon there as well as elsewhere.

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Section: Theoretical Backgroundmentioning

confidence: 99%

The Influence of a Celebrity Chef on Customer Repurchase Behavior: Empirical Study of Taiwan’s F&B Industry During COVID-19 Pandemic

Shieh

Lin

2023

Sage Open

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The role of social presence and trust on customer loyalty

Attar

Amidi

Hajli

2022

BFJ

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PurposeE-commerce and social media technologies can significantly benefit the food and beverage industry by reducing costs, streamlining supply activities, and, most importantly, engaging users in active interaction and enhancing social presence. This research aims to propose a model to examine the role of trust and social presence on loyalty in the food and beverage industry. Moreover, the mediating role of trust is the link between social presence and loyalty examined in this study.Design/methodology/approachA survey has been conducted to examine the structural model. The research model is tested using structural equation modelling (PLS-SEM).FindingsThe result indicated the effect of Social presence and Trust in social media on Customer loyalty in the context of online shopping. Our finding contributes remarkable insights into the food and beverage industry, particularly in the COVID-19 era, as more consumers buy through e-commerce platforms.Originality/valueThis study expands the understanding of the role of the managers of social commerce websites in maintaining customer loyalty. Hence, the social commerce site managers can use this finding to develop strategies for building customer trust and, ultimately, customer loyalty.

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Food and non alcoholic beverages: Branding through social media

Cited by 2 publications

References 0 publications

The Influence of a Celebrity Chef on Customer Repurchase Behavior: Empirical Study of Taiwan’s F&B Industry During COVID-19 Pandemic

The Influence of a Celebrity Chef on Customer Repurchase Behavior: Empirical Study of Taiwan’s F&B Industry During COVID-19 Pandemic

The role of social presence and trust on customer loyalty

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