TY  - JOUR
T1  - THE EFFECT OF FOOD INFLUENCERS ON CONSUMERS’ INTENTION TO PURCHASE FOOD PRODUCTS/SERVICES
AU  - Satı, Aypar
AU  - Kazancıoğlu, İpek
PY  - 2020
DA  - December
JF  - Journal of Gastronomy Hospitality and Travel
JO  - JOGHAT
PB  - Rahman TEMİZKAN
WT  - DergiPark
SN  - 2619-9548
SP  - 150
EP  - 163
VL  - 3
IS  - 2
LA  - en
AB  - Information related to food products/services conveyed by food influencers has the potential to affect consumers’ food purchasingbehavior through mechanism of social influence. This study aimed to examine the effect of perceived usefulness of food influencers’recommendation on the intention to purchase food products/services. The study also tested the effect of perceived usefulness of foodinfluencers’ recommendation on consumers’ attitudes, and the mediating role of consumers' attitudes between perceived usefulness offood influencers’ recommendation and intention to purchase food products/services. The questionnaire was designed from previousstudies consisting of perceived usefulness, consumers’ attitudes and purchase intention. Data were collected from 394 participants,responding the questionnaire Instagram influencers posted. Hypotheses were tested by explanatory factor and regression analysis. Allhypotheses were supported. The study results provide important inferences to food brands/businesses in terms of brand collaborationswith influencers. The results are also expected to contribute to the relevant literature investigating the effects of food influencers onconsumers' purchase intention.
KW  - food influencer
KW  - influencer marketing
KW  - consumers’ attitudes
CR  - Akar, E. & Topçu, B. (2011). An examination of the factors influencing consumers’ attitudes toward social
media marketing. Journal of Internet Commerce, 10(1), 35-67.
https://doi.org/10.1080/15332861.2011.558456
UR  - https://dergipark.org.tr/en/pub/joghat/issue//850780
L1  - https://dergipark.org.tr/en/download/article-file/1479603
ER  -