Published Online:November 2024
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:MM031124
Author Name:Gunjan Malik, Purvi Saini, Anoop Kumar, Jyoti and Shilpi
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:24
In the digital era, social media platforms like Instagram have transformed the way people engage with food culture. This paper explores the attributes of Instagram food vloggers in the Indian context, identifying a significant research gap in understanding the factors driving users’ loyalty towards their favorite influencers. Through a comprehensive literature review, four primary attributes were identified: credibility, physical attractiveness, attitude homophily, and parasocial relationships. Utilizing a quantitative research design, data was collected from 319 participants in the National Capital Region of India who follow Instagram food vloggers. Drawing on the theoretical framework of Uses and Gratifications Theory (UGT), the study employs a quantitative research design using AMOS software. Utilizing Confirmatory Factor Analysis (CFA), including second-order CFA, the study crafts a rigorous analytical framework to assess construct validity and reliability. The results reveal that credibility, physical attractiveness, attitude homophily, and parasocial relationships are significant factors of Instagram food vloggers. The study’s meticulous analysis represents a significant contribution to the field of digital influencer studies, offering valuable insights for brands and marketers in the burgeoning Indian culinary landscape.
The rise of the Internet, particularly in India, has significantly increased social media usage and the sway of social media influencers (SMIs) on platforms like Facebook, X, YouTube, and Instagram, which have become key in global communication and e-participation (Kaplan and Haenlein, 2010; and Iqbal, 2019).