WHAT TO EAT? THE INFLUENCE OF PARA SOCIAL INTERACTION ON FOOD V-LOGGING

Abstract

Purpose- The main purpose of this research is to evaluate the results of v-log marketing. Specially, I want to explore the impact of a food v-logger build a brand image through their different antecedents and how all these change Methodology & Design- The convenience sampling technique was used to gather data through survey questionnaires with the total respondents of 385. Bootstrapping method, reliability, multiple regression and CFA were used to test the data. Findings- I found that the v-logger’s social attractiveness, entertainment motive and relationship building motive attracts viewers the most and enhance the brand perceived quality, brand affect and brand preference in the minds of viewers which are endorsed by the v-loggers. Also I found that para social interaction was mediating the relationship between the v-logger and the viewers. Moreover, except the variable time spent on the media, all the variables factor loading of CFA are more than 0.7 which indicates that the factor extracts the adequate variance from that variable. on their viewers and how he/she occurs. Limitations- The main limitation which disturbed me throughout the research and still disturbing everyone all around the globe is the unexpected pandemic covid-19. Secondly, the limited sample size ofmy research which I beliefshould be more. Lastly, I wanted to show a particular food v-log to the people and then collect the responses from them for the authentic data. Recommendations- On the basis of results I got my recommendations for the marketers would be that now the world has entered in the era of digitization. So all the marketers must be aware about all the new ways of marketing the brands or products. Social platforms helps to connect the brand with the digital world. Youtubers, v-loggers, social media stories, PR packages have taken the place of marketing now a days. Which gives impeccable outcomes to the brand or products.