How Social Media are Successfully Transforming the Marketing of Local Street Food to Better Serve the Constantly-Connected Digital Consumer

DOI

10.2991/aebmr.k.210507.049How to use a DOI?

Keywords

Mobile-communication-technology usefulness, authenticity, historical nostalgia, attitude, food vlogger

Abstract

This paper aimed to deepen our understanding of the effect of the mobile-communication-technology usefulness, authenticity, historical nostalgia, and attitudes of Millennials towards food vlogger online reviews, in the context of purchase decisions involving local street food. YouTube has become the most popular video sharing platform almost all over the world. Many YouTubers compete to create various contents, including those related to food. Food-content creators on YouTube are usually called food vloggers, whose activities are reviewing food from a particular place. Data was collected using questionnaires distributed among Millennials who shop via mobile apps, and the purposive sampling technique was used. Finally, a total of 425 usable sets of data underwent data analysis process using Smart-PLS. The results show that mobile usefulness, authenticity, and historical nostalgia directly affect the attitudes of Millennials towards food vlogger online reviews. It appears that the local Indonesian street-food sellers need not be excessively worried about their sales during the COVID-19 pandemic, but they could try to be transformed digitally, follow health regulations procedures, and learn some promotional strategies such as inviting food vloggers to review their food and the eating experiences they offer.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Vita Briliana
AU  - Wasisto Ruswidiono
AU  - Tita Deitiana
PY  - 2021
DA  - 2021/05/09
TI  - How Social Media are Successfully Transforming the Marketing of Local Street Food to Better Serve the Constantly-Connected Digital Consumer
BT  - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020)
PB  - Atlantis Press
SP  - 322
EP  - 327
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210507.049
DO  - 10.2991/aebmr.k.210507.049
ID  - Briliana2021
ER  -