Simran Verma, Deepa Kapoor and Ruchika Gupta
This study attempts to encapsulate the idea of influencer marketing in the food sector and the vital role played by food influencers in shaping the dietary preferences, tastes and…
Abstract
Purpose
This study attempts to encapsulate the idea of influencer marketing in the food sector and the vital role played by food influencers in shaping the dietary preferences, tastes and decisions of their social media followers and turning them into brand advocates.
Design/methodology/approach
An online survey of 383 social media users, utilizing a self-administered questionnaire, was undertaken to validate the proposed research design. The partial least squares structural equation modeling (PLS-SEM) methodology was used to analyze the data and test the relationships between the constructs.
Findings
The results confirm the validity and reliability of the research model. The research revealed the positive influence of influencer–follower demographics and attitude congruence on followers’ food choices, which in turn leads to followers’ delight and significantly impacts their brand advocacy. It also depicts how followers’ perceived trust in an influencer mediates the relationship between their similarity with the influencers, their food choices and brand advocacy.
Originality/value
The study proposes a new theoretical framework and empirically tests the effectiveness of influencer marketing in influencing social media users’ food choice behavior and brand advocacy through the medium of followers’ congruence with social media influencers. The findings offer noteworthy theoretical and managerial implications for academicians as well as marketing practitioners.
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Keywords
This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and…
Abstract
This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and social influences, which can lead to panic buying. The goal of this research is to ascertain how COVID-19 influences the buying decisions of customers. Additionally, the study aims to identify consumer consumption trends for a spectrum of products and services, including fast-moving consumer goods (FMCGs), entertainment, pharmaceuticals, travel and tourism. A comprehensive review of different research papers is done to conclude. The papers considered are from 2020 to 2022. Different keywords are used to search the relevant papers such as ‘pandemic’, ‘COVID-19’, ‘behaviour’, ‘impulsive’, etc. TCCM framework has been applied while reviewing the articles. During the isolation, consumer behaviour moved to panic buying and stockpiling, favouring organic basics, and encouraging e-commerce, as well as economic nationalism favouring made-in-India products. This study helps in knowing the reasons for change in consumers' behaviour for different products and services due to unforeseeable situations like COVID-19 and can find possible ways to deal with them. Business owners learn about changing consumer purchasing behaviours and how to modify products. The government can change policies to improve medical tourism and social protection.
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Keywords
Anchal Gupta and Rajesh Kumar Singh
Micro, small and medium enterprises (MSMEs) are facing major difficulties with working capital, need of digitalisation and lack of skilled workforce during this crisis situation…
Abstract
Purpose
Micro, small and medium enterprises (MSMEs) are facing major difficulties with working capital, need of digitalisation and lack of skilled workforce during this crisis situation. Managing resilience post pandemic is again a huge challenge for MSMEs. Therefore, the main objective of the study is to identify the critical barriers for recovery of MSMEs from the pandemic outbreak and recommending potential solutions for avoiding vulnerabilities.
Design/methodology/approach
The most significant barriers, which will impact MSMEs resilience issues are extracted from vast literature review, discussed with nine experts from MSMEs and further categorised into organisational, operational and technical barriers. Best–worst method (BWM) has been used to find the importance rating of barriers for developing resilience in MSMEs.
Findings
It can be observed that the organisational barriers (0.507) are the most significant, followed by operational barriers (0.300) and then, technological barriers (0.192). Liquidity crunch and inadequate technical skills of employees are the most significant barriers for MSMEs resilience during COVID-19, whereas fluctuation in input cost, unavailability of containers on time and decreased process efficiency are the least significant barriers for recovering MSMEs post COVID-19.
Practical implications
Findings imply that MSMEs should try to overcome major barriers such as resource constraints, lack of skills and knowledge and inefficient inventory planning.
Originality/value
Findings of study will be of immense use for MSMEs in efficient management of operations and in developing resilience during uncertain business environment.