The Different Perception and Reaction of Customers Towards Traditional Marketing and Influencer Marketing in Food Industry
- 10.2991/assehr.k.211209.523How to use a DOI?
- Influencer marketing; traditional marketing; food industry; questionnaire survey
This research paper is aimed at investigating the consumer preference for traditional marketing and influencer marketing in food industry. To accomplish this, the researchers set two questionnaire surveys to collect data. These two questionnaires investigated consumers’ different attitudes and reaction toward two rose-cake brands (Holiland and LI ZI QI), by showing them the two different types of advertisements: one for traditional marketing and the other for influencer marketing. After a detailed analysis of the data collected, it was discovered that both influencer marketing and traditional marketing have the capability to deliver the persuasive product information and make consumers desirable to purchase the products. However, consumers tend to pay more creditably and trust to LI ZI QI’s brand, which is the brand using influencer marketing, and are willing to spend more money on it.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Qingyang Ren AU - Lin Zhou AU - Fengyang Liu PY - 2021 DA - 2021/12/15 TI - The Different Perception and Reaction of Customers Towards Traditional Marketing and Influencer Marketing in Food Industry BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 3208 EP - 3214 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.523 DO - 10.2991/assehr.k.211209.523 ID - Ren2021 ER -