Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions
Emerging as a pivotal trend on social media, food review vlogs not only narrate culinary experiences but also boost local cuisine and economic growth. This study delves into how such vlogs and vlogger traits affect viewer attitudes and restaurant visit intentions, guided by the stimulus–organism–res...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-01-01
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| Online Access: | https://www.mdpi.com/2078-2489/16/1/44 |
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| author | Tu-Anh Truong Diana Piscarac Seung-Mi Kang Seung-Chul Yoo |
| author_facet | Tu-Anh Truong Diana Piscarac Seung-Mi Kang Seung-Chul Yoo |
| author_sort | Tu-Anh Truong |
| collection | DOAJ |
| description | Emerging as a pivotal trend on social media, food review vlogs not only narrate culinary experiences but also boost local cuisine and economic growth. This study delves into how such vlogs and vlogger traits affect viewer attitudes and restaurant visit intentions, guided by the stimulus–organism–response paradigm. Hypotheses were quantitatively assessed through an online survey with 347 participants from Amazon’s Mechanical Turk (MTurk), analyzed using SPSS 22 and AMOS 22 for structural equation modeling (SEM). The results indicated that informativeness, entertainment, and vividness influence viewers’ engagement with food review vlogs, while attractiveness and homophily are major predictors of parasocial relationships. Content engagement and parasocial relationships exerted positive influences on attitudes and visiting intentions toward the reviewed restaurants. The findings contribute to the empirical understanding of foodservice communication by identifying key characteristics of food review vlogs and vloggers that drive viewer engagement and behavioral intentions. Building on an established theoretical foundation, this study underscores the practical significance of the S–O–R model in digital marketing, offering actionable insights to empower content creators and marketers in driving audience engagement and shaping consumer behavior. |
| format | Article |
| id | doaj-art-1d8d240fb4d34ff495d3829b3bcf74dc |
| institution | Kabale University |
| issn | 2078-2489 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj-art-1d8d240fb4d34ff495d3829b3bcf74dc2025-01-24T13:35:15ZengMDPI AGInformation2078-24892025-01-011614410.3390/info16010044Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit IntentionsTu-Anh Truong0Diana Piscarac1Seung-Mi Kang2Seung-Chul Yoo3Klook Vietnam, Ho Chi Minh City 700000, VietnamDivision of Communication & Media, Ewha Womans University, Seoul 03760, Republic of KoreaDivision of Communication & Media, Ewha Womans University, Seoul 03760, Republic of KoreaDivision of Communication & Media, Ewha Womans University, Seoul 03760, Republic of KoreaEmerging as a pivotal trend on social media, food review vlogs not only narrate culinary experiences but also boost local cuisine and economic growth. This study delves into how such vlogs and vlogger traits affect viewer attitudes and restaurant visit intentions, guided by the stimulus–organism–response paradigm. Hypotheses were quantitatively assessed through an online survey with 347 participants from Amazon’s Mechanical Turk (MTurk), analyzed using SPSS 22 and AMOS 22 for structural equation modeling (SEM). The results indicated that informativeness, entertainment, and vividness influence viewers’ engagement with food review vlogs, while attractiveness and homophily are major predictors of parasocial relationships. Content engagement and parasocial relationships exerted positive influences on attitudes and visiting intentions toward the reviewed restaurants. The findings contribute to the empirical understanding of foodservice communication by identifying key characteristics of food review vlogs and vloggers that drive viewer engagement and behavioral intentions. Building on an established theoretical foundation, this study underscores the practical significance of the S–O–R model in digital marketing, offering actionable insights to empower content creators and marketers in driving audience engagement and shaping consumer behavior.https://www.mdpi.com/2078-2489/16/1/44restaurant reviewsonline reviewsonline eatinguser-generated contentfood review vlogvloggers |
| spellingShingle | Tu-Anh Truong Diana Piscarac Seung-Mi Kang Seung-Chul Yoo Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions Information restaurant reviews online reviews online eating user-generated content food review vlog vloggers |
| title | Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions |
| title_full | Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions |
| title_fullStr | Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions |
| title_full_unstemmed | Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions |
| title_short | Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions |
| title_sort | virtual culinary influence investigating the impact of food vlogs on viewer attitudes and restaurant visit intentions |
| topic | restaurant reviews online reviews online eating user-generated content food review vlog vloggers |
| url | https://www.mdpi.com/2078-2489/16/1/44 |
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