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

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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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  -