From Feed to Table: The Role of Food Influencers in Restaurant Choices

This study examines why consumers intend to visit restaurants recommended by food influencers on social media. Grounded in the Theory of Planned Behavior (TPB) and social influence mechanisms, we test an extended TPB model in which trust in the influencer is incorporated as an additional antecedent of intention and as a mediating mechanism linking influencer–follower identification to visit intention. To obtain information, a structured questionnaire was administered to a sample of 474 Ecuadorian social media users who follow at least one gastronomic influencer. Hypotheses were assessed using partial least squares structural equation modeling (PLS-SEM) and predictive assessment (PLSpredict). The results show that attitude toward recommendations and perceived control exert a significant effect on intention, while subjective norms have a more moderate influence. Trust is projected as an additional facilitator in the transition from evaluation to intention, indicating that parasocial affinity translates into intended behavior only when it is accompanied by perceived credibility. The study contributes to TPB and influencer marketing by clarifying how influencer-mediated digital recommendation contexts reshape the classic TPB mechanism and by specifying trust as the key bridge between identification and behavioral intention in a high-uncertainty gastronomic decision.