Synapse
⌘+K
Synapse
PulseExploreClubsResearchersJournals
Instagram
HomeClubsExplore
September 18, 2025British Food Journal

Do food influencers shape consumers’ decisions to co-create and purchase organic food brands? The role of homophily

View Full Paper
Ask AI
Bookmark
Share

Authors

JKJerum William KilumileLZLi ZuoJJJohakim Katekele John

Discussion

Loading...

Member takes

Overview

This study reveals how food influencers affect brand co-creation and purchasing intentions for organic food brands, suggesting key factors like credibility and social presence.

Key Points

  • Brand co-creation significantly influences consumers' purchasing intentions of organic food brands.
  • Social presence impacts brand co-creation, moderated by homophily, differing from content quality and credibility effects.
  • Data analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM) on responses from 280 participants in Tanzania.
  • Integrating heuristic systematic model with social presence theory enhances understanding of consumer behavior in the food sector.

Cite This Study

Kilumile et al. (2025) studied this question.

synapsesocial.com/papers/68d461cb31b076d99fa612d4https://doi.org/10.1108/bfj-01-2025-0095
View Full Paper
Ask AI
Bookmark
Share

Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1I don't just follow, I co-create! Unpacking how food influencers impact the co-creation of organic food brands2025 · 2 citations
  2. 2Understanding the power of social media influencers in promoting organic food consumption2025
  3. 3How virtual influencers on social media shape consumers’ purchase intention toward organic food: the mediating role of consumer engagement2026 · 2 citations
  4. 4Role of influencer–follower congruence in influencing followers’ food choices and brand advocacy: mediating role of perceived trust2024 · 10 citations
  5. 5Investigating The Role of Influencer’s Perceived Authenticity and Consumer Well-Being on Purchase Intention and Organic Food Consumption Behaviour2025