Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/326679 
Erscheinungsjahr: 
2024
Quellenangabe: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 11 [Issue:] 1 [Article No.:] 2425706 [Year:] 2024 [Pages:] 1-19
Verlag: 
Taylor & Francis, Abingdon
Zusammenfassung: 
This study examines the influence of food reviewers on user engagement and purchase intention in the food and beverage (F&B) sector. Findings indicate that food reviewers positively impact both user interaction and purchase intention, with three key factors emerging: reviewer reputation, video content, and video quality. However, the reviewers’ expertise showed no significant effect on engagement or purchase intention. User engagement was also found to mediate the relationship between food reviewers and purchase intention, underscoring connections within the value chain linking food reviewers, user engagement, and purchase intention. The study provides theoretical insights by offering a framework to assess how TikTok food reviews affect young Vietnamese consumers’ engagement and purchasing behaviors. It highlights user interaction’s mediating role between food review components and purchase intention and supports the relevance of affiliate marketing theory in the F&B industry. Practical implications include strategies to enhance brand visibility through affiliate marketing with food reviewers and implementing food reviewer‑driven marketing communication initiatives tailored for the F&B sector.
Schlagwörter: 
affiliate marketing
food reviewer
user interaction
purchase intention
food and beverage
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