Social media information health food brands

Published: 31 August 2021| Version 1 | DOI: 10.17632/83b7txj5dw.1
Gricel Castillo


Using experimental data, this study compares the consumer’s attitudes towards health food brand when they are exposed to positive versus negative social media information provided by influencers versus regular consumers. The moderator effect of demographic (age and gender) and psychographic variables (health consciousness and social susceptibility) on consumer’s reactions is contrasted for consumers with high versus low brand expectations.