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The purpose of this study is to investigate the influence of credibility and information quality (IQ) of online food vloggers on consumer attitude and purchase intention towards street food consumption. It also examines the relationship between consumer attitude and purchase intention influenced by online food vlogger reviews in North India.

In order to evaluate the framework, primary data were gathered from 389 street food consumers located in Jammu, Chandigarh and Delhi – cities situated in northern India. The collected data were then subjected to analysis using the partial least squares-structural equation modeling (PLS-SEM) techniques.

The results indicate that the perceived value of street food, influenced by the credibility of food vloggers and the quality of information provided, has a positive impact on consumer attitude and purchase intention towards street food consumption. A positive impact of consumer attitude on the purchase and consumption of street food was also observed.

This research offers a thorough investigation into the elements that influence consumers' opinions regarding vloggers endorsements. The findings reveal that consumer's attitudes towards vloggers recommendations are mainly influenced by the quality of information provided, followed by credibility and the intention to make a purchase. Furthermore, this research is of significance to practitioners and academics interested in comprehending consumer behavior in the realms of tourism and food-related endeavors.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-02-2024-0158