The Flavor of Influence: How Food Vloggers Shape Social Media Users’ Preferences

Abstract

The emergence of social media has transformed consumer buying behavior, particularly in the food sector, where food vloggers significantly impact consumers' buying choices. This research examines the effect of Food Vloggers on the purchasing intentions of social media users by assessing the impact of advertising content value and the credibility of influencers. The data was collected, by employing a structured methodology, from Pakistani social media users through an online survey. The findings reveal that high-quality, engaging advertising content significantly enhances customer trust and eventually increases their purchase intentions. Furthermore, the credibility of influencers may be a crucial factor in influencing the viewer's attitude, which acts as a mediator in influencing the decision-making process. The research also incorporates Social Cognitive Theory and the Elaboration Likelihood Model (ELM) to assess how consumers build their trust in food vloggers and engage with them meaningfully. Theoretical contributions highlight the developing significance of influencer marketing, whereas practical implications suggest that brands should collaborate with credible food vloggers to make authentic yet visually engaging content for the viewers. However, geographic limitations and dependence on self-reported information recommend possibilities for future policymakers, including cross-cultural comparisons and longitudinal studies. This study highlights the essential function of food vloggers in progressive marketing, influencing consumer buying behavior, and encouraging economic growth in the food sector.