INFLUENCE OF FOOD BLOGGERS ON BUYING BEHAVIOUR

Abstract

The new influencers in the restaurant industry are food bloggers and critics. It has evolved into a factor that people consider when determining whether or not a restaurant is worthwhile visiting. On the other hand, it is yet unclear what influence a food blogger's or food critic's recommendations will have on customer views and behavior. Reviews are becoming a more important tool for people looking for a good restaurant. Research on (micro-) influencer endorsements, specifically food influencers, is scarce and its theoretical foundation is relatively underdeveloped. This research aims to gain insights into how food influencers affect the buying intention of endorsed foods and to develop a theoretical framework that captures how food influencers affect their followers. To the best of the author’s knowledge, this study is the first to test the impact of food influencers on the buying intention of their followers by integrating celebrity endorsement theory, number of followers, para-social relationship, and need for conformity. This study investigates whether or not food bloggers and critics are good or bad for eateries. A survey consists of visits to a few businesses, conversations with food bloggers and critics, and polls. To establish which is more beneficial to restaurants—food bloggers or food critics—a few questions were posed. The data was analyzed using interviews and questionnaires. According to the research, food bloggers are somewhat of a burden, whereas food critics are seen as a blessing for the restaurant business.