Followers see, followers behave: unraveling how food vloggers influence Generation Z's restaurant visit decisions

Purpose This study investigates how food vloggers influence Generation Z consumers' intentions to visit restaurants. Design/methodology/approach Based on the Elaboration Likelihood Model, we developed a conceptual model in which food vlogger characteristics were linked to restaurant visit intentions (RVIs) via a positive attitude toward the vlog. A total of 356 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings The findings reveal that (1) food vlogger characteristics such as expertise, trustworthiness and physical attractiveness were positively linked to a favorable attitude toward the vlog, which ultimately influenced Generation Z's RVIs; and (2) location convenience and restaurant reputation did not moderate the relationship between consumers' attitude toward the vlog and their intentions to visit the restaurants. Originality/value The findings offer important implications for both hospitality marketing scholars and restaurant managers by shedding light on the psychological process through which Generation Z consumers develop RVIs based on food vloggers' reviews.