Digital influence in gastronomy: A multidimensional scale of foodie impact on consumer behavior
Keywords:
Influencer marketing, consumers, foodies, marketing strategiesAbstract
In today's digital age, influencer marketing has emerged as one of the most effective and economical forms of advertising. Influencers, people with a notable presence in social networks, directly influence consumer decisions, especially in sectors such as fashion, beauty and gastronomy. In 2023, Mexico experienced a remarkable growth of 87% in the use of influencers, consolidating its position as one of the countries with the most content creators in Latin America. This phenomenon is due to the growing use of social networks, which allow reaching segmented audiences in a direct and personalized way. In particular, the gastronomic sector has taken advantage of this trend, where foodies play a key role in sharing culinary experiences, impacting consumer decisions.
Influencer marketing in the restaurant industry has proven to be effective in increasing the visibility and reputation of establishments, stimulating purchase intent. However, its success depends on factors such as the influencer's experience, the relationship with their audience and the authenticity of the content. Therefore, it is crucial that marketing strategies are tailored to the specific needs of the audience to maximize their effectiveness
Downloads
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes.
Al Maalouf, N. J., Sayegh, E., Makhoul, W. y Sarkis, N. (2025). Consumers’ attitudes and purchase intentions toward food ordering via online platforms. Journal of Retailing and Consumer Services, 82. https://doi.org/10.1016/j.jretconser.2024.104151
Alcántara-Pilar, J. M., Rodriguez-López, M. E., Kalinić, Z., y Liébana-Cabanillas, F. (2024). From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok. Journal of Retailing and Consumer Services, 78.
Arbuckle, J. L., and Wothke, W. (1999). Amos 4.0 user's guide. Marketing Department, SPSS Incorporated.
Bastrygina, T., y Lim, W. M. (2023). Foundations of consumer engagement with social media influencers. International Journal of Web Based Communities.
Bart Talent Bar (2024). Qué es un foodies y cómo atraerlo a tu establecimiento, Bar Talent Lab. https://www.bartalentlab.com/bartalentnews/foodies-tendencia
Belanche, D., Casaló, L.V., Flavián, M. y Ibáñez-Sánchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102585
Borgeaud, A. (2024). Mobile subscriber penetration rate in Latin America 2023 vs. 2030. Statista. https://www.statista.com/statistics/218531/latin-american-mobile-subscriber-penetration/
Brito Rhor, M. D., Chachalo Carvajal, G.P. y Murray Álvarez, M.G. (2021). Marketing de influencia: análisis de credibilidad e intención de compra impartidas por un líder de opinión. Signo y Pensamiento, 40(78), 1-21. https://doi.org/10.11144/Javeriana.syp40-78.miac
Burchill, A. (2024). Influencer marketing statistics to know in 2024, Dash. https://www.dash.app/blog/influencer-marketing-statistics
Cavender, E. (2022). For Gen Z, TikTok is more than entertainment. It's a search engine. Mashable. https://mashable.com/article/gen-z-tiktok-search-engine-google
Coutinho, M.F., Dias, A.L. y Pereira, L. F. (2023). Credibility of Social Media Influencers: Impact on Purchase Intention. Human Technology, 19(2), 220-237.
Cuevas, L., y Lim, H. (2022). Latina Millennial Mothers’ Experience of Reshaping Motherhood Ideals: The Role of Fashion Mommy Influencers. In International Textile and Apparel Association Annual Conference Proceedings 78(1).
De Veirman, M., Cauberghe, V., y Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035.
De la Torre S., M. D. y Mendoza R., M. F. (2024). Efecto de influencers foodies en la intención de compra de los consumidores millennials a través de las redes sociales en la ciudad de Guayaquil. [Tesis de bachiller]. Universidad Católica de Santiago de Guayaquil.
Dwivedi, A., y Kushwaha, S. (2023). Decoding the Social Media Effect: Understanding its Influence on Consumer Purchase Intentions. Journal of Communication and Management, 2(03), 198-203.
Gil, J. A. P., Moscoso, S. C., and Rodríguez, R. M. (2000). Validez de constructo: el uso de análisis factorial exploratorio-confirmatorio para obtener evidencias de validez. Psicothema, 12(Su2), 442-446. https://www.redalyc.org/pdf/727/72797102.pdf
González, C. V., Prendes-Espinosa, M. P., y Solano-Fernández. (2022). Instrumento de análisis de la competencia de emprendimiento digital en educación superior. RELIEVE - Revista Electrónica De Investigación Y Evaluación Educativa, 1-19. doi:https://doi.org/10.30827/relieve.v28i1.22831
Henseler, J., Ringle, C. M., and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hernández, S. R., Fernández, C. C., y Baptista, L. M. (2014). Metodología de la Investigación. México: Mc Graw Hill.
Hofstede, G., Hofstede, G. J., y Minkov, M. (2010). Cultures and organizations: Software of the mind (3rd ed.). McGraw-Hill.
Hu, L.., and Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424–453. https://doi.org/10.1037/1082-989X.3.4.424
Influencer Marketing Hub. (2024). The State of Influencer MArketing 2024: Benchmark Report. https://influencermarketinghub.com/influencer-marketing-benchmark-report/
Influencity (2020). El mayor estudio de influencers en Latinoamérica. https://influencity.com/es/recursos/estudios/el-mayor-estudio-de-influencers-de-latinoamerica#:~:text=Cifras%20a%20destacar&text=La%20poblaci%C3%B3n%20de%20la%20regi%C3%B3n,62%2C2%25%20eran%20mujeres.
Influencity (2024). Influencer Marketing Market: Best Performing Sectors & Industries. https://influencity.com/blog/en/in-which-sectors-does-influencer-marketing-achieve-the-best-results
Jin, S.V., Muqaddam, A. and Ryu, E. (2019). Instafamous and social media influencer marketing", Marketing Intelligence & Planning, 37(5), 567-579. https://doi.org/10.1108/MIP-09-2018-0375
Joshi, Y., Lim, W. M., Jagani, K., y Kumar, S. (2023). Social media influencer marketing: Foundations, trends, and ways forward. Electronic Commerce Research. https://doi.org/10.1007/s10660-023-09719-z
Kan, M. P. H., y Fabrigar, L. R. (2017). Theory of Planned Behavior. En V. Zeigler-Hill & T. Shackelford (Eds.), Encyclopedia of Personality and Individual Differences. Springer. https://doi.org/10.1007/978-3-319-28099-8_1191-1
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., y Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of marketing, 86(6), 93-115.
Liu, X., y Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11(1), 15. https://doi.org/10.1057/s41599-023-02512-1
Lloret-Segura, S., Ferreres-Traver, A., Hernández-Baeza, A., y Tomás-Marco, I. (2014). El análisis factorial exploratorio de los ítems: una guía práctica, revisada y actualizada. Anales de psicología/annals of psychology, 30(3), 1151-1169.
Martínez G., D. (2023). Effects on people’s purchase intention caused by influencers marketing in the restaurant industry. [Trabajo de grado]. Universidad del Rosario.
Memon, M. (2024). 15 benefits of influencer marketing to boost ecommerce sales, Dash. https://www.dash.app/blog/influencer-marketing-benefits#:~:text=71%25%20of%20people%20are%20more,quality%20than%20other%20campaign%20types
Merriam-Webster. (s. f.). Foodie. En Merriam-Webster.com dictionary. Recuperado el 13 de diciembre de 2024, de https://www.merriam-webster.com/dictionary/foodie
NC. (2024). El influencer marketing tuvo un crecimiento del 87% en México (IAB). Programmatic México. https://www.programmaticmexico.com/otras-noticias/el-influencer-marketing-tuvo-un-crecimiento-del-87-en-mxico-iab
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A. y Siqueira-Junior, J.R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach, Heliyon, 6(6). https://doi.org/10.17632/wy4cw82jpz.1
Petty, R. E., y Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology.
Pillai, S. G., Kim, W. G., Haldorai, K., y Kim, H.S., (2022). Online food delivery services and consumers’ purchase intention: Integration of theory of planned behaviour, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management. Volumen 105. https://doi.org/10.1016/j.ijhm.2022.103275
Real Academia Española. (2024). Diccionario de la lengua española (23.a ed.). https://dle.rae.es
Román-García, M. d., y González, C. C. (2022). La competencia de emprendimiento digital en función del género: El proyecto Em digital. Revista científica de educación y comunicación, 1-13. doi:https://doi.org/10.25267/Hachetetepe.2022.i24.1205
Romero, M. A., y Milone, M. (2016). El Emprendimiento en España: Intención Emprendedora, Motivaciones y Obstáculos. GCG: revista de globalización, competitividad y gobernabilidad, 95-109. doi:https://doi. org/10.3232/GCG.2016.V10.N1.05
Rupeika-Apoga, R., Petrovska, K., y Bule, L. (2022). The Effect of Digital Orientation and Digital Capability on Digital Transformation of SMEs during the COVID-19 Pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 669–685. doi:https://doi.org/10.3390/jtaer17020035
Salunke, P. and Jain, V. (2022), "Instagram Marketing (2015–2021): A Review of Past Trends, Implications, and Future Research", Rana, S., Sakshi and Singh, J. (Ed.) Exploring the Latest Trends in Management Literature (Review of Management Literature, Vol. 1), Emerald Publishing Limited, Leeds, pp. 129-146. https://doi.org/10.1108/S2754-586520220000001007
Sánchez-Limón, M. L., Sánchez, T. Y., López, T. V., y Montes, d. O. (2019). Emprendimiento en la educación media superior: Estudio comparativo entre Baja California y Tamaulipas. Revista Ibérica de Sistemas e Tecnologias de Informação, 122-137.
Sharma, S. y Verma, H. (2018). Social Media Marketing: Evolution and Change. 10.1007/978-981-10-5323-8_2.
Tafesse, W. y Yood, B. P., (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services. (58). https://doi.org/10.1016/j.jretconser.2020.102303
Torres, P., Augusto, M., y Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276. https://estudogeral.uc.pt/bitstream/10316/114567/1/B17.pdf
Venkatesh, V., Thong, J. Y., y Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
Yoon, G. N., y Rezabala, E. Y. (2023). El emprendimiento y su fortalecimiento con la utilización de contextos virtuales. Revista Científica Arbitrada Multidisciplinaria, 714-725. doi:https://doi.org/10.59169/pentaciencias.v5i5.798
Zhao, X., Xu, Z., Ding, F., y Li, Z. (2024). The influencers’ attributes and customer purchase intention: The mediating role of customer attitude toward brand. SAGE open, 14(2), 21582440241250122
