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The influence of Instagrammers’ recommendations on healthy food purchase intention: The role of consumer involvement

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  • Barbosa, Belém
  • Añaña, Edar

Abstract

[EN] This article examines the impact of digital influencers´ recommendations, especially Instagrammers, on the purchase intention of healthy food. In addition to the direct influence of source credibility on behavioral intention, the study also examines the influence of self-brand congruence and consumers’ involvement with healthy food on purchase intention. To test research hypotheses, a quantitative study was conducted with 221 Portuguese consumers. High and low involvement with healthy food groups were classified by K-Means Clustering, and the analysis of the structure and the measurement models was performed by using Smart-PLS software. The results confirmed that Instagrammers’ credibility drives self-brand congruence and purchase intention for healthy food. It was also confirmed that the involvement with healthy food moderates the influence of self-brand congruity and Instagrammers’ credibility on consumers’ intention to purchase healthy food, and that brand self-congruence partially mediates the influence of Instagrammers’ credibility on purchase intention. Overall, this work offers relevant insights for both marketing managers and researchers, as it demonstrates the importance of considering the indirect effects of source credibility on purchase intention of healthy food and of comparing consumers with high and low product involvement to effectively evaluate the impact of digital influencers’ in healthy food endorsement.

Suggested Citation

  • Barbosa, Belém & Añaña, Edar, 2023. "The influence of Instagrammers’ recommendations on healthy food purchase intention: The role of consumer involvement," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:59426
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    References listed on IDEAS

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    1. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    2. Anjali Chopra & Vrushali Avhad & and Sonali Jaju, 2021. "Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial," Business Perspectives and Research, , vol. 9(1), pages 77-91, January.
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    Cited by:

    1. Edar Añaña & Belem Barbosa, 2023. "Digital Influencers Promoting Healthy Food: The Role of Source Credibility and Consumer Attitudes and Involvement on Purchase Intention," Sustainability, MDPI, vol. 15(20), pages 1-18, October.
    2. Monika Pettersen-Sobczyk, 2023. "Social Media Influencer Marketing in the Food Industry: A Spatial Distribution of Research," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 246-260.

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