The Greenspun College of Urban Affairs Colloquia Series continues with Linda Dam, assistant professor, Hank Greenspun School of Journalism and Media Studies, who will be presenting, "(Over)Eating With Our Eyes: An Examination of Food-Related YouTube Influencer Marketing and Consumer Engagement With Food Brands." 

With the popularity and success of food-related social media content, food marketers have begun utilizing social media influencers to promote their food brands. In particular, mukbang—video broadcasts of individuals eating copious amounts of food—is a prominent genre of public social media food exhibition that can provide opportunities for food-related social media influencer marketing. The present study examines how parasocial interaction (i.e. non-reciprocal interpersonal relationships formed with media personalities) with a mukbang social media influencer impacts advertising effectiveness and information credibility. A total of 404 U.S. participants completed an online survey.

Study results provide evidence-based implications for food-related social media influencer marketing strategies and insight into the important role of information credibility on eating behaviors of social media consumers.