From crave to fade: modelling perceived novelty, perceived saturation and engagement in viral street food trends among digital-native young consumers

Luong, Thai-Ha , Nguyen, Hoang-Khoi , Cho, James , Koziel, Agnieszka M. , Doi, Bao-Trang Nguyen , Bui, Huu-Phuoc

DOI: 10.1108/jts-07-2025-0037

Abstract
PurposeThe digital era contributes significantly to the rapid growth of the street food sector. However, it also brings about food poisoning risks as the street food vendors are busy inventing frivolous food trends. This... Read more

Editorial: Integrating SDGs into business and trade research: progress, challenges and the contributions of the Journal of Trade Science

Nguyen, Ninh

DOI: 10.1108/jts-06-2026-077

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