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Full-Text Articles in Business
Effect Of Influencers On The Intention To Taste Local Food And Beverages, Yeliz Demir, Serkan Bertan
Effect Of Influencers On The Intention To Taste Local Food And Beverages, Yeliz Demir, Serkan Bertan
Journal of Mediterranean Tourism Research
The study aims to determine the impact of influencers promoting local food and beverages on individuals’ intention to taste local food. In this study, Instagram accounts were selected as the social media platform. The research data were obtained from Turkish Instagram users over the age of 18 by using an online survey and purposive sampling method, and usable data were obtained from 81 people. Of the participants, 56.8% stated that they follow Instagram accounts related to gastronomy, and 43.2% stated that they do not follow these social media accounts but look at the photos and videos of gastronomy accounts when …
The Regional Mall’S Persona Wish List: The Hedonist, The Influencer And The Local Champion, Thomas M. Hickman, Michael Stoica, David P. Price
The Regional Mall’S Persona Wish List: The Hedonist, The Influencer And The Local Champion, Thomas M. Hickman, Michael Stoica, David P. Price
Atlantic Marketing Journal
This study investigates three consumer archetypes (hedonist, influencer, and local champion) and their potential to influence mall revitalization. Results show that a belief in the importance of the mall leads to a more enjoyable shopping experience, a subsequent willingness to pay more for locally owned stores, a greater propensity to spend more at the mall, and to engage in positive word-of-mouth. Findings suggest that local champions and influencers are vital for bringing patrons back to shopping centers in the aftermath of the COVID-19 pandemic. It is argued that the mall and its tenants will benefit from co-marketing; the mall offering …