From screen to stomach: investigating the effect of food vlogging on consumer behavior using the stimuli–organism–behavior–consequence (SOBC) framework

Purpose This study aims to investigate the viewer–vlogger–seller relationship and explain the cognitive reasons that result in recommendation behavior toward the vlogger and seller. Design/methodology/approach This study applied a mixed methodology for this study. Firstly, the authors conducted in-depth qualitative interviews with food vlog viewers to identify the prominent characteristics of vloggers and vlog content. Secondly, based on the results, the authors formulated a conceptual model using the Stimuli–Organism–Behavior–Consequence (SOBC) framework, where the complex interrelationships, including direct, indirect (mediation) and moderating effects, were tested by using structural equation modeling-AMOS 26.0. Findings Results indicate that consumers derive both utilitarian and hedonic value from food vloggers and their content, which in turn affects their intention to visit and recommend the content. Practical implications This study contributes to food vlog literature by adopting the SOBC framework to explain the relationship between food vlogger–viewer–sellers. Originality/value The study is one of its kind that explores the tri-relationship between the vlogger–viewer–sellers and contributes to consumer behaviors in the food and beverage context.