The current research aims to find out how the action of Nutritional Influencers (NIs) impacts consumer purchase intentions, which fills a gap in the existing literature. Based on a seed sample of popular NIs and their followers, the study aims to establish the linkage between NIs' content and its influence on followers' purchase decision- making. Our aim will be reached through two methods: we plan to conduct a quantitative survey and an experiment using Noldus FaceReader software. This research can estimate the impact of NI endorsement towards healthy food as well as the possibility of discouraging the consumption of unhealthy food, considering, at the same time, the role of gender and the white coat effect influences credibility.
Nutritional Influencers: il nuovo volto della comunicazione nutrizionale / Graziano, S.; Frustaci, R.; Cardinali, M. G.; Aiello, G.. - (2024). ( Brands and Purpose in a changing era Milano 17-18-19 ottobre 2024).
Nutritional Influencers: il nuovo volto della comunicazione nutrizionale
Graziano S.
;Cardinali M. G.;
2024-01-01
Abstract
The current research aims to find out how the action of Nutritional Influencers (NIs) impacts consumer purchase intentions, which fills a gap in the existing literature. Based on a seed sample of popular NIs and their followers, the study aims to establish the linkage between NIs' content and its influence on followers' purchase decision- making. Our aim will be reached through two methods: we plan to conduct a quantitative survey and an experiment using Noldus FaceReader software. This research can estimate the impact of NI endorsement towards healthy food as well as the possibility of discouraging the consumption of unhealthy food, considering, at the same time, the role of gender and the white coat effect influences credibility.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
