The impact of consumers' motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement

S Özer, YZC Uğurhan - Journal of Marketing Analytics, 2025 - Springer
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 …

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 …