University of Twente Student Theses


Influence of Food Influencers on Consumption of Healthy Food

Hulsmeijer, R. (2022) Influence of Food Influencers on Consumption of Healthy Food.

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Abstract:Influencer marketing is the process of promoting products and services through individuals with clout among potential buyers. The concept of influencer marketing is based on people's faith in the individual who is disseminating the information. The findings of this study might advance research into source credibility, homophily, commercial disclosure, persuasion knowledge, and parasocial interaction theory. This research examines whether the homophily (similarity between the influencer and the follower) has an effect on the followers when a sponsorship is added. To test the hypotheses, this study uses an online experiment with a 2 (disclosure: no disclosure vs. the standardized disclosure) x 2 (type of influencer: no similarity vs. similarity) between-subjects design. The experiment tested whether influencer homophily and commercial disclosure have an effect on persuasion knowledge, perceived parasocial interaction, credibility, and healthy food choices and whether influencer’s homophily has an effect on the public when honoring a sponsorship. The impacts of the independent variables on the dependent variables were measured using a quantitative online survey. In total, 201 individuals participated in this study.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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