The role of social media influencers in shaping consumer food preferences: A marketing perspective on brand engagement and purchase intentions

AbstractBackgroundSocial media has evolved into a powerful marketing platform that significantly influences consumer behavior, particularly in the food industry. Social media influencers, through their credibility, reliability, and engaging content, shape how consumers discover, evaluate, and choose food products. However, the specific ways in which influencer attributes and strategies translate into consumer preferences, brand engagement, and purchase intentions remain underexplored.AimThis study aims to examine the combined influence of influencer attributes, content style, and influencer–brand congruence on consumer food preferences, brand engagement, and purchase intentions, while also exploring the mediating role of trust and authenticity.MethodsA descriptive and exploratory research design was employed using primary survey data from 214 respondents who follow food influencers. Data were collected through online questionnaires distributed via Google Forms and targeted social media outreach. Non-probability convenience sampling was used. Descriptive statistics and regression analysis were performed to assess relationships between influencer factors and consumer behavior.FindingsThe results show that influencer credibility and trustworthiness have a strong and significant positive effect on purchase intentions. Content style—both informative and entertaining—significantly enhances brand loyalty, while influencer–brand congruence strengthens consumer trust and positive brand perception.ResultsRegression analyses confirmed significant positive relationships (p < 0.01) for all three key factors: credibility and trustworthiness (ß = 0.482), content style and engagement (ß = 0.441), and influencer–brand congruence (ß = 0.468). These findings highlight the strategic importance of selecting credible influencers, delivering high-quality and engaging content, and ensuring alignment between influencer identity and brand image in food marketing campaigns.