From trendsetters to tastemakers; How influencer marketing influences consumer dietary choices

Resumen

This study examines the multidimensional world of influencer marketing and its significant effect on consumer food choices. It investigates how homophily, perceived value, and credibility impact consumers' views of influencers and, consequently, their dietary preferences. This study used a quantitative technique and included 364 individuals from Dhaka, Bangladesh. A complete survey instrument was used, which included demographic information, homophily, perceived value, credibility, attitudes toward influencers, and willingness to follow influencers. Confirmatory factor analysis (CFA) as well as structural equation modelling (SEM) were employed to decipher the complex correlations between these variables. These findings highlight the significant impact of content created by influential people on consumer eating habits in the modern era of influencer marketing. Consumers’ perceptions of influencers are shaped by homophily, perceived value, and credibility. Importantly, these beliefs have a direct impact on their proclivity to follow influencers, which influences their food choices. From a practical perspective, this study is important for marketing tactics. This highlights the ethical possibilities of influencer marketing to promote healthy eating habits. Influencers who disseminate nutritional information and advocate healthy eating habits can make a big difference in public health. This study is unique in that it is the first to investigate food influencer marketing in a developing nation like Bangladesh.