Exploring The Impact Of Food Influencer Authenticity On Customer Repurchasing Decisions: A Study Of Omachi And Khoai Lang Thang

Abstract

Social media influencers are becoming increasingly popular in brand marketing because of their true and genuine interactions, which establish a sense of connection and familiarity with their audience. This study looks at the impact of food influencer authenticity on customer repurchase decisions, with a focus on Omachi goods and influencer Khoai Lang Thang. By using and utilizing the attribution theory and self - determination theory, this study forms a framework that illustrates the impact of Influencer Authenticity as a mediator between Brand Authenticity and Brand Attitude. Data from over 250 users were collected using SPSS and SmartPLS to determine how the perceived authenticity of Khoai Lang Thang affects consumer perceptions and biases against Lau Tu Soi of Omachi. The study attempts to better understand the relationship between influencer authenticity and customer loyalty by investigating how individual ideas, feelings, and perceptions influence purchase and repurchasing behavior. The findings will help marketers understand how to leverage influencer authenticity to increase brand loyalty and customer engagement. The finding results show that four criteria, including consistency, duration, distinctiveness, and scarcity, strongly enhance influencer authenticity. Furthermore, the study demonstrates that this reaction is caused by a sequential mediation process involving a variety of brand-related characteristics, including brand authenticity, influencer authenticity and brand attitude. As a result, influencer authenticity is critical in collaborating with the brand, influencing customers' repurchase intentions.