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The impact of consumers' motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement
With the rise of social media and influencer marketing, unboxing videos have become key
for connecting with customers. Drawing on the Uses and Gratifications Theory (UGT) and …
for connecting with customers. Drawing on the Uses and Gratifications Theory (UGT) and …
Social Media Food Influencers and Follower's Local Food Purchase Intention: A Parasocial Relationship Perspective
R Syarif, KRR Sucipto, AADM Pratama - Journal of Consumer …, 2025 - journal.ipb.ac.id
Background: The presence of Social Media Food Influencers (SMFIs) has created a new
landscape in local food tourism. Despite extensive studies focusing on the crucial role of …
landscape in local food tourism. Despite extensive studies focusing on the crucial role of …