The influence of food vloggers on social media users: A study from Vietnam

Influencer marketing has become an outstanding method that entrepreneurs use to enhance their value by collaborating with popular social media users. Numerous researchers have explained that influencer marketing's success relates to consumers' strong perception of information credibility and advertisement. The researchers conducted an online survey of 328 Vietnamese social media users to investigate how food vloggers impact their followers. The major practical technique for data analysis was structural equation modeling (Smart PLS-SEM), and eight key hypotheses were tested. The findings indicate that advertising content value positively impacts viewers' attitudes. Influencers' attractiveness affects viewers' attitudes toward videos, and influencers' expertise and similarity impact viewers' attitudes toward the featured brand. Viewers' attitudes positively influence their social commerce intentions. This study shapes the performance of food vloggers in advertising content value and information credibility, providing an in-depth analysis of the impact of food vloggers on their followers. The results of this study provide advertisers and marketers with insights into the performance of food vloggers.

Understanding social media users' information avoidance intention: a C-A-C perspective

Purpose

Based on the C-A-C framework, this article examined users' information avoidance intention in social media platforms.

Design/methodology/approach

The authors conducted data analysis using a mixed method of the SEM and fsQCA.

Findings

The results indicated that information overload, functional overload and social overload influence fatigue and dissatisfaction, both of which further determine users' information avoidance intention. The results of the fsQCA identified two paths that trigger users' information avoidance intention.

Originality/value

Extant studies have examined the information avoidance in the contexts of healthcare, academics and e-commerce, but have seldom explored the mechanism underlying users' information avoidance in social media. To fill this gap, this article will empirically investigate users' information avoidance in social media platforms based on the C-A-C framework.

The more engaging, the more enjoyable? Age matters in predicting perceived enjoyment with different Facebook activities

Drawing upon uses and gratifications perspectives and socioemotional selectivity theory, this study examined the differences in the use of Facebook features among younger, middle-aged, and older adults. Furthermore, it explored the association between Facebook activities and users’ perceived enjoyment for different age groups. An online survey was conducted with 647 Facebook users in the United States. An exploratory factor analysis identified four types of Facebook activities: broadcasting, directed communication, content consumption, and information regulation. The results revealed that younger users’ broadcasting, content consumption, and information regulation activities substantially differed from those of older users. In addition, broadcasting and content consumption activities were more popular among younger users and more predictive of their enjoyment. Directed communication was more powerful in predicting middle-aged and older users’ enjoyment. However, younger and middle-aged users’ engagement with information regulation activities was negatively related to their enjoyment of Facebook. The study findings provide more nuanced knowledge regarding user experiences on social media platforms among specified age groups and practical insights into the improvement of social media by addressing their different needs.

How do information overload and message fatigue reduce information processing in the era of COVID-19? An ability–motivation approach

The global outbreak of COVID-19 in 2020 has led to the dominance of COVID-19 prevention information on all media channels. Drawing on the ability–motivation model of information processing, this study examined how such an information overabundance hampered individuals’ ability and motivation to process in the era of COVID-19. With a survey conducted from 493 participants, we found that less message elaboration of COVID-19 prevention information was predicted by greater message fatigue, a state of low motivation due to information overabundance. In addition, greater message fatigue was accompanied by greater information overload, a state of low ability due to information overabundance. Moreover, certain motivation-related (i.e. health status, trait reactance and frequency of information seeking) and ability–related factors (i.e. health literacy, health status, trait anxiety and information quality) were found to be associated with message fatigue and information overload, respectively. The theoretical and practical implications are discussed.