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HOW DO FOOD INFLUENCERS ON INSTAGRAM AFFECT CONSUMERS’ VISIT INTENTION TO RESTAURANTS IN MACAU?
Resource type
Authors/contributors
- Ho, Pui I. (Author)
- University of Saint Joseph (Contributor)
Title
HOW DO FOOD INFLUENCERS ON INSTAGRAM AFFECT CONSUMERS’ VISIT INTENTION TO RESTAURANTS IN MACAU?
Abstract
This dissertation examines consumers' perceptions of food influencer content on Instagram and the relationship between exposure to food influencer reviews and consumers' intention to visit restaurants in Macau. A mixed-method research design was employed, combining quantitative survey data from 301 responses with qualitative insights from one focus group session involving six participants. The findings suggest that consumers find food influencer content entertaining and inspiring for dining out and exploring new culinary experiences, but they express concerns over its credibility. While food influencer content has a good exposure to consumers, it has a moderate impact on consumers’ restaurant choices, with various factors affecting the relationship. The results highlight the importance of perceived trustworthiness and enjoyability of food influencer content, the visual appeal of food and restaurant environments in photos, and personal relationships in shaping Macau consumers' visit intention to restaurants. The findings can serve as a basis for future research on credibility perceptions of food influencers, the enjoyability of influencer content, and the visual appeal of food and restaurant environments on Instagram. Practically, food influencers should prioritize transparency, authenticity, appealing photos, engaging captions, and leverage the role of personal relationships to increase their impact on consumers' restaurant choices
University
University of Saint Joseph
Place
Macau
Date
2023
# of Pages
86
Language
eng
Library Catalog
Library Catalog (Koha)
Call Number
M-CM 2023 PUI,I
Notes
In Partial Fulfillment of the Requirements for the Degree of Master of Communication and Media in the Faculty of Art and Humanities, University of Saint Joseph, Macau, 2023Supervisor : José Manuel Simões
Citation
Ho, P. I. (2023). HOW DO FOOD INFLUENCERS ON INSTAGRAM AFFECT CONSUMERS’ VISIT INTENTION TO RESTAURANTS IN MACAU? [University of Saint Joseph]. https://library-opac.usj.edu.mo/cgi-bin/koha/opac-detail.pl?biblionumber=210895
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