The more followers the better? The impact of food influencers on consumer behaviour in the social media context

Authors: A Misra, TD Dinh, SY Ewe

Published: 2025

Publication: British Food Journal, 2024 - emerald.com

The study found that the number of followers and content type of food influencers significantly shape consumer behavior in the social media context, highlighting their role in effective marketing strategies for the food industry.

Methods: Quantitative analysis examining the relationship between influencers' follower counts, content type, and consumer reactions using social media data.

Key Findings: Influencer follower count, type of content communicated by influencers, consumer behavior influenced by these variables.

Limitations: The study does not account for demographic variations, long-term consumer behavior changes, or the cultural context of the audience.

Institution: Monash University

Research Area: Consumer Behavior , Social Media Marketing

Discipline: Marketing

Citations: 30

DOI: https://doi.org/10.1108/BFJ-01-2024-0096