Influence of Homophily Dimensions, Emotional Attachment and Expertise on Vloggers’ Popularity and Visit Intentions to Restaurants

The proliferation of food vlogs in recent years has revolutionized the way individuals discover, experience, and engage with culinary offerings. This phenomenon has not only reshaped the digital media landscape but has also emerged as a potent influencer of consumer behaviour, particularly in the context of restaurant visit intention. With social media platforms like YouTube, Instagram, and Facebook increasingly populated by passionate food enthusiasts, the impact of food vlogs on viewers' dining choices has become a subject of burgeoning interest in both academia and industry. When the virtual space of vlogging is flooded with influencers and content, social media users look out for emotional attachment apart from the homophily dimensions or mere attractiveness or popularity. When repeat visits and viewership is a key for success of vloggers, coupled with the requirement of promising visit intentions, importance of creating meaning emotional attachment deserves attention.