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

Abstract

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.