Influence of Food Vlogger Endorsement on Consumer Behavior: Restaurant & Street Foods

Author(s): Rahul K and Dr. Geeta Joshi

Abstract:

In the digital era, food vlogging has emerged as a powerful tool shaping consumer dining behavior. This study explores the impact of food vlogger endorsements on consumer preferences and purchasing decisions related to both restaurant and street foods. A mixed-method approach was used, with data collected through structured questionnaires distributed to 130 respondents via online and offline platforms. The findings reveal a significant positive correlation between food vlogger influence and consumer decisions, with a slightly stronger effect on street food preferences. Regression analysis indicates that food vlogger influence explains 22.9% of the variance in restaurant food choices and 25.6% in street food choices. The study highlights the growing importance of credible and engaging food vlogging content in shaping consumer behavior and provides valuable insights for marketers, food businesses, and policymakers seeking to leverage influencer marketing. While the results affirm the effectiveness of digital endorsements, the study also acknowledges limitations related to sample size and the evolving nature of food preferences. Future research is encouraged to explore long-term impacts, cultural factors, and the comparative influence of micro- and macro-influencers.

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Pages: 89-94     |    1 View     |    0 Download