Home cooking in the digital age: When observing food influencers on social media triggers the imitation of their practices

Karina Sokolova, Saeedeh Rezaee Vessal, Charles Perez
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Abstract

Social media influencers are effective in influencing the purchase intention of their audience. Aside from products, influencers also promote certain lifestyles and behaviors. Food influencers, for example, frequently feature home cooking, a healthier behavior compared to snacking or dining out. This study explored the potential of social media influencers in promoting such behavior. Driven by social cognitive theory, we explored whether self-efficacy, perceived benefits, and concerns (social, entertainment, health, and economic) relate to the intention of the audience to cook at home following the recipes an Instagram influencer provides. We conducted three separate studies (two surveys and one experiment) with a French population of social network platform users. Our results showed that the entertainment value of an observed behavior is the main driver for imitation on social media, along with self-efficacy, at least for women. Mixed results were obtained for social benefits. The perceived ease of the recipe, cooking experience, and explicit verbal encouragement were positively related to self-efficacy. Surprisingly, the effect of health and economic benefits or concerns and labeling was not confirmed.
数字时代的家庭烹饪:观察社交媒体上的美食影响者会引发对其做法的模仿
社交媒体有影响力者能有效影响受众的购买意向。除产品外,有影响力的人还提倡某些生活方式和行为。例如,食品影响者经常介绍家庭烹饪,这是一种比吃零食或外出就餐更健康的行为。本研究探讨了社交媒体影响者在促进此类行为方面的潜力。在社会认知理论的驱动下,我们探讨了自我效能感、感知到的益处和关注点(社交、娱乐、健康和经济)是否与受众按照 Instagram 上有影响力的人提供的食谱在家烹饪的意愿有关。我们对法国的社交网络平台用户进行了三项独立研究(两项调查和一项实验)。研究结果表明,观察到的行为的娱乐价值是社交媒体上模仿的主要驱动力,此外还有自我效能感,至少对女性而言是如此。在社会效益方面,结果不一。食谱的难易程度、烹饪经验和明确的口头鼓励与自我效能感呈正相关。令人惊讶的是,健康和经济利益或担忧以及标签的影响并未得到证实。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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