The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction

Vo Minh Sang, Bui Duy Khuong, Ly Yen Nhi, Luong Gia Han, Thach Minh Giau and Nguyen Thi Tuyet Ngoan

Cogent Business & Management, 2024, vol. 11, issue 1, 2425706

Abstract: This study examines the influence of food reviewers on user engagement and purchase intention in the food and beverage (F&B) sector. Findings indicate that food reviewers positively impact both user interaction and purchase intention, with three key factors emerging: reviewer reputation, video content, and video quality. However, the reviewers’ expertise showed no significant effect on engagement or purchase intention. User engagement was also found to mediate the relationship between food reviewers and purchase intention, underscoring connections within the value chain linking food reviewers, user engagement, and purchase intention. The study provides theoretical insights by offering a framework to assess how TikTok food reviews affect young Vietnamese consumers’ engagement and purchasing behaviors. It highlights user interaction’s mediating role between food review components and purchase intention and supports the relevance of affiliate marketing theory in the F&B industry. Practical implications include strategies to enhance brand visibility through affiliate marketing with food reviewers and implementing food reviewer‑driven marketing communication initiatives tailored for the F&B sector.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2024.2425706 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2425706

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2024.2425706

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().