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How influencer characteristics drive Gen Z behavioural intentions of selecting fast-food restaurants: mediating roles of consumer emotions and self-construal

Pratik Ghosh, Sonali Upadhyay, Vimal Srivastava, Rahul Dhiman, Larry Yu

British Food Journal

ISSN: 0007-070X

Article publication date: 4 July 2024

Issue publication date: 20 November 2024

1057

Abstract

Purpose

This study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A consumer behaviour model was conceptualized based on established theories.

Design/methodology/approach

A cross-sectional design was employed for hypothesis testing. Influencer characteristic perceptions, consumer emotions, self-construal, and behavioural intentions were measured for Gen Z consumers in Tier 1 cities in India using structural equation modelling.

Findings

Influencer characteristics significantly influenced behavioural intentions, consumer emotions, and self-construal in Gen Z consumers. Self-construal was also a significant predictor of behavioural intentions. Consumer emotions had a negative effect on behavioural intentions. Self-construal was a mediator between influencer characteristics and behavioural intentions and between consumer emotions and behavioural intentions. However, consumer emotions did not mediate the relationship between influencer characteristics and behavioural intentions.

Practical implications

Marketers can leverage these insights to design influencer campaigns that resonate with the emotions and self-construal of Gen Z consumers. Microinfluencers with characteristics that align with the target demographic’s emotions and self-perception can be strategically chosen.

Originality/value

Only a limited number of studies have investigated the influence of social media marketing on consumer behaviour within the fast-food industry, specifically with Gen Z consumers. This study sheds new light on the behavioural intention of Gen Z consumers predicted through influencer characteristics, consumer emotions, and self-construal through a conceptual model. The results support choosing microinfluencers and investing in them judiciously to promote fast-food businesses.

Keywords

Acknowledgements

This paper forms part of a special section “Social media influencer marketing in the food and beverage industry”, guest edited by Chee Wei Cheah, Kian Yeik Koay, Weng Marc Lim and Alberto Ferraris.

Citation

Ghosh, P., Upadhyay, S., Srivastava, V., Dhiman, R. and Yu, L. (2024), "How influencer characteristics drive Gen Z behavioural intentions of selecting fast-food restaurants: mediating roles of consumer emotions and self-construal", British Food Journal, Vol. 126 No. 12, pp. 4072-4092. https://doi.org/10.1108/BFJ-12-2023-1154

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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