Impact of Instagram Food Influencers on Eating Habits and Food Preferences among Social Media Users

This study investigates the influence of Instagram food influencers on the eating habits and food-related behaviors of youth through the lens of Parasocial Interaction Theory. Focusing on three core variables Perceived Appeal & Entertainment, Perceived Credibility & Trust, and Behavioral Influence the study explores how one-sided emotional connections with influencers shape users’ perceptions and real-world actions. Using a quantitative approach, data were collected from 144 college students (72 males and 72 females) in Coimbatore through purposive sampling, employing Likert-scale questionnaires distributed via Google Forms and physical surveys. The findings, analyzed using Chi-square tests and Spearman’s correlation in SPSS, reveal that perceived appeal has the strongest influence on behavior, followed by trust, with frequency of exposure further enhancing both. Gender differences were found to be significant in behavioral influence, and skepticism regarding influencer authenticity negatively impacted trust. The study supports Parasocial Interaction Theory based on the empirical evidence by showing how appealing and emotionally attractive content support the mimicry of behaviors, establishment of trust and how the food is chosen. These findings can be considered the addition to the growing literature on influencer marketing and can have practical implications for two groups: digital marketers and health educators