Food Vloggers: Mapping the Relationships between Personal Relevance, Customer Engagement, and Repurchase Decision

To advertise their companies and products on social media, businesses are increasingly turning to influencers. There is a dearth of research on culinary influencer endorsements, particularly in the area of food influencers, and its theoretical underpinnings are still in their infancy. This study aims to get knowledge about how food influencers affect the likelihood that people will repurchase goods they have suggested in order to develop a theoretical framework that sufficiently explains how food influencers influence their followers. Using a non-probability convenience sampling method, an online questionnaire is used to test the suggested framework. The suggested conceptual framework and hypothesized correlations have been tested using SEM. Results show that the two key determinants of the choice to repurchase are suggested to be personal relevance and customer engagement. Customer engagement is influenced by personal relevance, which in turn affects the decision to repurchase the recommended foods. It is clear from this that customer engagement serves as a mediator between personal relevance and the choice to repurchase. The direct relationship between personal relevance and the decision to repurchase was also significant. Future study can benefit from the research model that is offered because it clarifies the connections between personal relevance and repurchase decision. The research can help marketers decide which culinary influencers will best help them advertise their products and services.