Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

The Different Perception and Reaction of Customers Towards Traditional Marketing and Influencer Marketing in Food Industry

Authors
Qingyang Ren1, *, Lin Zhou2, Fengyang Liu3
1Shanghai Uinted International School (Gubei campus), Shanghai, Shanghai 201103, China
2Xiamen the Third High school, Xiamen, Xiamen361000, China
3Divine savior academy, Dora, Dora33178, America
*Corresponding author Email: lily43231@sina.com
Corresponding Author
Qingyang Ren
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.523How to use a DOI?
Keywords
Influencer marketing; traditional marketing; food industry; questionnaire survey
Abstract

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.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.523
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.523How to use a DOI?
Copyright
© 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  -