Food vlogger credibility and street food choices in Vietnam

Food vloggers have significantly shaped culinary perceptions and behaviours in culturally rich contexts like Vietnam. This study explores how audiences interpret food vlogger credibility and how emotional storytelling and viewer interaction influence street food choices. Drawing on source credibility and parasocial interaction, the research employs a qualitative approach using semi-structured interviews with fifteen participants. Thematic analysis reveals that credibility is constructed through authenticity, expertise, cultural sensitivity, and visual storytelling. Emotional narratives enhance viewer engagement and trust, while interactive comment sections serve as social proof, reinforcing or mitigating digital influence. The findings advance understanding of food tourism and offer practical insights for content creators and hospitality professionals.