The ‘Halal’ certification’s impact on Brand Attitude and Purchasing Intention of Customer in Indonesia : Focus on Korean Food Product

2021 ◽  
Vol 23 (4) ◽  
pp. 55-76
Author(s):  
Moonsang Lyu
Keyword(s):  
Food Product ◽  
Brand Attitude ◽  
Purchasing Intention ◽  
Korean Food

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.

Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention

2021 ◽  
Vol 122 ◽  
pp. 304-310
Author(s):  
Cayetano Medina-Molina ◽  
Manuel Rey-Moreno ◽  
Rafael Periáñez-Cristóbal
Keyword(s):  
Brand Attitude ◽  
Moderating Effect ◽  
Purchasing Intention

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.

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