College of Urban Affairs Discussion on Food-Related YouTube Influencer Marketing


Feb. 14, 2024, 1pm to 2pm

Campus Location

Office/Remote Location

Dean's Office Conference Room, 5th floor
Food influencers eating hamburgers


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. 

Admission Information


Contact Information

Greenspun College of Urban Affairs
Afsha Bawany