.... Research limitations/implications This study offers insights for researchers, food vloggers and food influencers who promote healthier and more responsible behaviour among consumers. The research in the field of social media and food consumption is still evolving and gaining momentum, presenting abundant...

...Mohamed Y. I. Helal; Yogesh K. Dwivedi; Mostafa N. M. Marghany; Nabila N. M. Elshawarbi; Inyoung Chae Purpose A single positive review from a food influencer might attract hundreds of new customers, yet a single negative review can turn them off just as swiftly. This research uses social influence...

...Jerum William Kilumile; Li Zuo; Johakim Katekele John Purpose Food influencers are increasingly shaping sustainable consumer behaviors in the food sector. However, the impact of food influencers on the co-creation of organic food brands (BC) is underexplored. In response, this study integrates...

...Lauranna Teunissen; Kathleen Van Royen; Iris Goemans; Joke Verhaegen; Sara Pabian; Charlotte De Backer; Heidi Vandebosch; Christophe Matthys Purpose Explore what popular food influencers among Flemish emerging adults portray in their Instagram recipe posts in terms of (1) references to food...