scholarly journals Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions

2020 ◽  
Vol 20 (1) ◽  
Author(s):  
Frans Folkvord ◽  
Elze Roes ◽  
Kirsten Bevelander
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
Food Product ◽  
Underlying Mechanism ◽  
Brand Attitude ◽  
Healthy Food ◽  
Parasocial Interaction ◽  
Healthy Foods ◽  
Digital Era

Abstract Background Most studies on social influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious fit influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement. Methods We used a randomized between-subject design with 154 participants (mean age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular real fit influencer (n = 77) or fictitious fit influencer (n = 77). Results Results showed that parasocial interaction mediated the relation between the type of influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular real fit influencer compared to the fictitious fit influencer, leading to higher healthy food brand attitude and purchase intention. Discussion The findings showed that it is crucial for social influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular fit influencers.

scholarly journals Promoting healthy foods in the new digital era on Instagram: An experimental study on the effect of a popular real fit influencer versus a fictitious fit influencer on brand attitude and purchase intentions.

2020 ◽  
Author(s):  
Frans Folkvord ◽  
Elze Roes ◽  
Kris Bevelander
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
Food Product ◽  
Underlying Mechanism ◽  
Brand Attitude ◽  
Healthy Food ◽  
Parasocial Interaction ◽  
Healthy Foods ◽  
Digital Era

Abstract Background: Most studies on social influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious social influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement.Methods: We used a randomized between-subject design with 154 participants (mean age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular real ‘fit influencer’ (n = 77) or fictitious fit influencer (n= 77).Results: Results showed that parasocial interaction mediated the relation between the type of influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular real fit influencer compared to the fictitious influencer, leading to higher healthy food brand attitude and purchase intention.Discussion: The findings showed that it is crucial for social influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular social influencers.

scholarly journals Promoting healthy foods in the new digital era: An experimental study on the effect of a popular versus fictitious ‘Insta-influencer’ on brand attitude and purchase intentions

2020 ◽  
Author(s):  
Frans Folkvord ◽  
Elze Roes ◽  
Kris Bevelander
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
Food Product ◽  
Underlying Mechanism ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Healthy Food ◽  
Parasocial Interaction ◽  
Healthy Foods ◽  
Digital Era

Abstract Background: Most studies on influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious social influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement. Methods: We used a randomized between-subject design with 154 participants (age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular social influencer (n = 77) or fictitious social influencer (n= 77).Results: Results showed that parasocial interaction mediated the relation between the type of social influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular influencer compared to the fictitious influencer, leading to higher healthy food brand attitude and purchase intentions. Discussion: The findings showed that it is crucial for influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular social influencers.

Marketing and family-related factors affecting food label use: the mediating role of consumer knowledge

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Daleen Van der Merwe ◽  
Hanli de Beer ◽  
Marli Nel ◽  
Susanna M. Ellis
Keyword(s):  
Food Choices ◽  
Healthy Food ◽  
Objective Knowledge ◽  
Food Label ◽  
Healthy Foods ◽  
Related Factors ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship

PurposeThis study investigated the influence of marketing- and family-related factors on consumers' in-store usage of different types of food label information. Furthermore, the authors determined the mediating role of consumers' knowledge about healthy foods between these factors and their label consultation.Design/methodology/approachThe authors conducted a survey among 223 purposively selected South African working female consumers via social media. Subjective and objective knowledge about healthy foods, the importance of marketing- and family-related factors and the extent of food label usage were determined. Structural equation modelling served to test the mediating effect of knowledge in the relationship of the marketing and family-related factors with food label usage.FindingsMarketing-related factors demonstrated a strong direct effect on food label usage. Subjective knowledge about healthy foods mediated the relationship between family members' dietary needs and food label usage. However, objective knowledge was not a mediator.Practical implicationsRespondents' firm reliance on marketing-related factors (instead of knowledge) during food label usage is not in the best interest of consumers' healthy food choices. Healthy food choices based on factual knowledge rather than marketing efforts are necessary to establish long-term healthy food habits, hence the need for retailers' response in supplying healthier food options. Role players in consumer education should focus on increasing consumers' healthy food knowledge.Originality/valueIn the context of rising awareness of public health concerns, healthy food choice among consumers is essential. This study contributes to the complexity of consumers' need to make healthy food choices within an economic-driven marketing environment.

Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship

2020 ◽  
Vol 24 (3) ◽  
pp. 300-309
Author(s):  
Subhalakshmi Bezbaruah ◽  
Jay Trivedi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Attitude ◽  
Hierarchical Regression ◽  
Descriptive Research ◽  
Brand Relationship ◽  
Confirmatory Factor ◽  
Media Platform ◽  
Bridge Building

The emergence of ad blocking phenomenon is a contemporary threat of today. It has serious damaging consequences for the brands and advertisers. Advertisers are constantly looking for communication formats that are engaging to the consumers, specially to Gen Z consumers as they are a major cohort in the internet. Branded content videos are perceived an apt form of communication to reach this generation. This article observes the effect of branded content videos (BCVs) on Gen Z’s attitude towards the brand (AB), further leading to purchase intention (PI) and resilience towards the negative information (RNI) for the advertised product. The moderating role of celebrity endorsement (CE) between the BCV and brand attitude is also observed. Descriptive research design was employed to conduct the study. A structured questionnaire was created and administered on social media platform, Facebook, from where 470 responses were received. Cronbach’s alpha, exploratory and confirmatory factor analysis, structural equation modelling and hierarchical regression analysis were executed to conduct the data analysis. The results establish that informative BCVs have a more significant effect on brand attitude which further results into purchase intensions and RNI about the marketed product among consumers. It was also observed that CEs do not moderate the relationship between BCVs and brand attitude.

scholarly journals Antecedents of product placement effectiveness across cultures

2016 ◽  
Vol 33 (1) ◽  
pp. 5-24 ◽  
Author(s):  
Fanny Fong Yee Chan ◽  
Dan Petrovici ◽  
Ben Lowe
Keyword(s):  
Purchase Intention ◽  
Product Placement ◽  
Brand Attitude ◽  
Cultural Dimensions ◽  
Content Type ◽  
Performance Orientation ◽  
Product Placements ◽  
And Performance ◽  
The Uk

Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)). Design/methodology/approach – A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572). Findings – The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention toward the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK. Practical implications – The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology, such practices are becoming more frequent and more feasible. Originality/value – This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.

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