Food vloggers and their content: understanding pathways to consumer impact and purchase intentions

Nguyen, Thi My Nguyet , Le, Bao Ngoc , Leenders, Mark A.A.M. , Poolsawat, Pimpika

DOI: 10.1108/jts-01-2024-0005

Abstract
PurposeThis study aims to understand pathways to success for food video bloggers (food vloggers) by identifying the drivers of positive reception among audiences. It examines how entertainment, information and interactio... Read more