EXAMINING THE FACTORS INFLUENCING PURCHASE INTENTION OF HEALTHY FOODS-A STUDY OF SOCIAL MEDIA INFLUENCERS

Abstract

This study examines the factors influencing purchase intention of healthy food products among consumers who follow healthy food promoting influencers on social media. The research explores how perceptions of these influencers' attractiveness, trustworthiness, and expertise impact consumers' likelihood to purchase recommended healthy food items. Additionally, the study investigates the role of consumer involvement with healthy food and Instagram use in purchase decisions. The findings from this research will provide valuable insights for social media marketing strategies within the healthy food industry. Understanding how influencer marketing influences consumer behavior can inform the development of targeted campaigns that leverage influencer credibility and effectively promote healthy food choices. This research goes beyond simply identifying the influence of social media influencers. It delves deeper by exploring the specific characteristics that resonate with consumers. The study investigates whether perceptions of an influencer's attractiveness, trustworthiness, and expertise have a differential impact on purchase intention. For instance, consumers may be more likely to trust recommendations from influencers who appear knowledgeable and experienced with healthy food, as opposed to solely focusing on physical attractiveness. Furthermore, the research examines the role of consumer involvement in both healthy food and social media. Individuals who actively seek out information about healthy food choices and regularly engage with Instagram content may be more receptive to influencer marketing efforts. Understanding these factors can help marketers tailor their strategies to specific consumer segments within the health conscious audience. By analyzing the interplay between influencer characteristics, consumer involvement, and purchase intention, this study aims to provide a more comprehensive understanding of how social media influencer marketing can be leveraged to promote healthy food choices. The findings can be valuable for social media marketers within the healthy food industry, content creators focused on health and wellness, and public health professionals interested in utilizing social media to encourage healthier eating habits.