Luong The-Bao, Ho Ching-Hua
Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality & Tourism, Kaohsiung City, Taiwan, ROC.
Faculty of Fashion and Tourism, Ho Chi Minh City University of Technology and Education, Ho Chi Minh City, Viet Nam.
Heliyon. 2023 Jul 13;9(7):e18259. doi: 10.1016/j.heliyon.2023.e18259. eCollection 2023 Jul.
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.
影响者营销已成为企业家通过与热门社交媒体用户合作来提升自身价值的一种出色方法。众多研究人员解释说，影响者营销的成功与消费者对信息可信度和广告的强烈认知有关。研究人员对328名越南社交媒体用户进行了在线调查，以探究美食博主如何影响其粉丝。数据分析的主要实用技术是结构方程建模（Smart PLS-SEM），并对八个关键假设进行了检验。研究结果表明，广告内容价值对观众态度有积极影响。影响者的吸引力会影响观众对视频的态度，影响者的专业知识和相似度会影响观众对特色品牌的态度。观众态度对其社交商务意图有积极影响。本研究塑造了美食博主在广告内容价值和信息可信度方面的表现，深入分析了美食博主对其粉丝的影响。本研究结果为广告商和营销人员提供了有关美食博主表现的见解。
