Biting the Hype: How Does Influencer Influence Willingness to try?

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Author(s): Bharti Rahul Shukla (School of Business, Indira University, Pune, India)and Suchita R. Jha (Symbiosis Institute of International Business, Symbiosis International University, Pune, India)
Copyright: 2026
Pages: 26
Source title: Insights on Consumer Psychology in the Digital Landscape
Source Author(s)/Editor(s): Kamel Mouloudj (University of Medea, Algeria)and Ahmed Chemseddine Bouarar (University of Medea, Algeria)
DOI: 10.4018/979-8-3373-2424-1.ch015

Keywords: Business Science Reference / Marketing and Consumer Behavior / Psychology / Social Sciences & Humanities

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Abstract

This study investigates the effect of food influencers on consumers' willingness to try new food products, along with post source and the moderating role of consumer ability. This study proposes a S-O-R based conceptual framework and tested the same through a quantitative analysis. Based on survey data of 179 respondents and analyzed through Jamovi, results confirmed the positive relationship between post source and willingness to try: consumer ability amplifies this relationship. From this study, we aim to find how does post source affect willingness to try food and does the ability to try the food help to mitigate the effect of the source on willingness to try? The findings gleaned from this study are a crucial contribution toward the optimization of influencer marketing; with regards to choosing the right influencer, a micro-influencer with its perceived authenticity and niche appeal may work more effectively in increasing the willingness to try as compared with a macro influencer.

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Biting the Hype: How Does Influencer Influence Willingness to try?

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