FOOD EXPERT INFLUENCERS AND CONSUMER ENGAGEMENT: ASSESSING THEIR IMPACT ON ATTITUDES TOWARD ORGANIC PRODUCTS

mer behaviour and contribute to the development of positive attitudes towards organic food products. The study highlights the importance of influencer crediThe growing influence of social media has transformed contemporary marketing practices, with influencer marketing emerging as an effective strategy for shaping consumer attitudes and purchasing behaviour. The increasing interest in healthy lifestyles and organic food consumption, particularly following the COVID-19 pandemic, has further created opportunities for food expert influencers to promote organic products. This study examines the influence of food expert influencers on consumers' attitudes and behavioural intentions towards organic food products. Drawing on the Social Influence Theory and Social Comparison Theory, the study develops a conceptual framework to explain how influencers' characteristics shape consumer perceptions and attitudes towards organic food consumption. Specifically, it examines the influence of influencers' lifestyle, specialised knowledge, physical attractiveness, personal characteristics, sexual orientation, and number of followers on consumer behaviour. The study adopts a quantitative research approach, using primary data collected through a survey of 306 respondents. Structural Equation Modelling (SEM) is employed to test the proposed hypotheses and evaluate the relationships among the study variables. The findings reveal that the examined characteristics of food expert influencers significantly influence consubility, expertise, attractiveness, and audience engagement in shaping consumer perceptions and promoting organic food consumption. It concludes that selecting credible and relatable food expert influencers can strengthen marketing effectiveness, encourage positive consumer attitudes, and potentially increase the market demand for organic food products. The findings offer valuable theoretical and practical implications for digital marketing strategies, organic food businesses, and corporate social responsibility initiatives.