The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction

Sang, Vo Minh et al. Article The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Sang, Vo Minh et al. (2024) : The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-19, https://doi.org/10.1080/23311975.2024.2425706 This Version is available at: https://hdl.handle.net/10419/326679 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction Vo Minh Sang, Bui Duy Khuong, Ly Yen Nhi, Luong Gia Han, Thach Minh Giau & Nguyen Thi Tuyet Ngoan To cite this article: Vo Minh Sang, Bui Duy Khuong, Ly Yen Nhi, Luong Gia Han, Thach Minh Giau & Nguyen Thi Tuyet Ngoan (2024) The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction, Cogent Business & Management, 11:1, 2425706, DOI: 10.1080/23311975.2024.2425706 To link to this article: https://doi.org/10.1080/23311975.2024.2425706 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 08 Nov 2024. Submit your article to this journal Article views: 4739 View related articles View Crossmark data Citing articles: 2 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | research article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2425706 The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction Vo Minh sang , Bui Duy khuong , ly Yen nhi , luong gia han , thach Minh giau and nguyen thi tuyet ngoan Faculty of Business administration, FPt university, Vietnam ABSTRACT this study examines the influence of food reviewers on user engagement and purchase intention in the food and beverage (F&B) sector. Findings indicate that food reviewers positively impact both user interaction and purchase intention, with three key factors emerging: reviewer reputation, video content, and video quality. however, the reviewers’ expertise showed no significant effect on engagement or purchase intention. User engagement was also found to mediate the relationship between food reviewers and purchase intention, underscoring connections within the value chain linking food reviewers, user engagement, and purchase intention. the study provides theoretical insights by offering a framework to assess how tiktok food reviews affect young Vietnamese consumers’ engagement and purchasing behaviors. it highlights user interaction’s mediating role between food review components and purchase intention and supports the relevance of affiliate marketing theory in the F&B industry. Practical implications include strategies to enhance brand visibility through affiliate marketing with food reviewers and implementing food reviewer‑driven marketing communication initiatives tailored for the F&B sector. 1. Introduction the food and beverage (F&B) sector is expanding in diversity and dynamism, catering to the sophisti‑ cated demands of modern customers (smith & Bugni, 2018). global revenue of F&B industry has increased from 6,729.54 billion UsD in 2022 to 7,221.73 billion UsD in 2023, a growth rate of 7.3% (new York, 2023). in which, asia‑Pacific is the largest market, followed by Western europe in 2022. in recent times, the F&B sector has continuously undergone changes and improvements to accommodate changes in customer tastes and needs, with increasingly improved form and quality. thanks to the developments mentioned above, creative cuisine was born. the birth of creative cuisine entails diversifying menus and new eating forms to suit consumer needs. in addition to changes in form, the marketing and communi‑ cation activities of the F&B industry also fluctuate. Modern marketing communication methods on digital platforms have replaced antiquated marketing campaigns that took time to reach consumers (Dwivedi et al., 2021). the sector’s growth and competitiveness depend heavily on the integration of marketing and technology. One of the social networks with the largest user bases worldwide is tiktok, where the bulk of members are young people. tiktok has more than 1.1 billion people monthly active (2021). Vietnam has more than 67.7 million tiktok users, according to recent sources (statista, 2024). these users include a sizable fraction of gen Z, or those between the ages of 15 and 30. More than 81% of gen Z respondents to a study of Vietnamese consumers performed in the third quarter of 2023 acknowledged using tiktok (statista, 2023). Vietnam is among the top 5 countries with the most tiktok users worldwide. Users of this platform may © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT Vo Minh sang [email protected].vn Faculty of Business administration, FPt university, Vietnam. https://doi.org/10.1080/23311975.2024.2425706 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 14 May 2024 revised 23 October 2024 accepted 31 October 2024 KEYWORDS affiliate marketing; food reviewer; user interaction; purchase intention; food and beverage SUBJECTS Business, Management and accounting; consumer Psychology; economics; Digital Marketing 2 V. M. sang etal. make and share short films and photographs using tiktok’s algorithm and mechanism. Food reviews actively evaluate and share opinions about food‑related products or service providers. Food reviewers, through videos, provide information in the form of reviews and recommendations related to food con‑ sumption (Briliana et al., 2020; lacsina, 2023; luong & ho, 2023). reviews of food may be shared on social media sites, particularly tiktok, as text, photos, and videos. according to hanifawati etal. (2019), customers benefit from the influence of social media influencers. in particular, this positive impact substantially impacts gen Z and the Millennial generation. therefore, reviews of food‑related products on social net‑ works may influence potential customers interested in those items. Food reviewers can influence consum‑ ers’ consumption intentions by providing information, ratings, and product comments (chua & Banerjee, 2015; Mudambi & schuff, 2010). several elements affect a reviewer’s quality, including their reputation, video content, level of expertise, and video quality. the combination of these elements forms a multifac‑ eted framework within which food reviewers operate, influencing how they consume content and how they shape participation, engagement, and consumer intention in the field of culinary experiences. however, there are also limitations tosocial networks. Due to the limited capacity of social networking organizations to monitor content, there is also a lot of media content that is untrue or fraudulent, causing harm and affecting consumers. therefore, the peer review mechanism is encouraged for the online community to participate and evaluate the authenticity and usefulness of content on social networks to contribute to providing multi‑dimensional information for users to consider when referring to information provided on social networks. there was research indicating that influencer content on platforms like tiktok, Youtube, and instagram frequently includes references to nutritionally deficient foods and beverages, which tend to garner higher positive engagement (Winzer etal., 2022). Unhealthy food and beverage brands strategically utilize tiktok to promote their products, encouraging users to create content featuring their branding and product imagery. this strategy is particularly influential among children due to tiktok’s popularity within this age group (Brooks et al., 2022). these observations highlight the urgent need for policies and regula‑ tions to shield children from the detrimental effects of food marketing on social media platforms like tiktok. so, in studies related to food reviewers, researchers have paid attention to the reputation and expertise of food reviewers, as well as user interaction with content created by food reviewers, to contrib‑ ute to ensuring the authenticity of content and limiting negative impacts on society as well as consumers. currently, many studies have evaluated the impact of influencer marketing on social networking plat‑ forms on interactions and consumption intentions of users (le, 2022; nofela & saputri, 2022). however, very few studies still specifically evaluate the impact of food reviewers on tiktok on user interaction and purchase intention in the Vietnamese market. therefore, through analyzing related subjects, this research aims to determine how food reviewers on tiktok influence young consumers’ purchasing intentions and interactions in Vietnam. this study provides a conceptual framework to evaluate tiktok food reviewers’ effects on user interaction and the intention to use F&B services of young consumers in Vietnam. through this, we can test the level of self‑directed influence of tiktok food reviewers on consumption intention. Besides that, how does user interaction mediate the relationship between food reviews and purchase intention on tiktok? through the review, we have not found any research that has conducted related to this topic in Vietnam. so, this study also aims to evaluate the mediating role of user interaction on the relationship between food review tiktok and food consumption intention. the research results are expected to make theoretical contributions related to affiliate marketing, social network marketing com‑ munication, and contributions to businesses in building and implementing marketing communication programs on social networks with food reviewers. 2. Literature review 2.1. Purchase intention Purchase intention encompasses the willingness to purchase goods or services and the possibility of making plans (Wu etal., 2011). choice commitment is the last step in buying, which includes determin‑ ing requirements, gathering information, weighing product possibilities, and comparing alternatives (Mustikasari & Widaningsih, 2019). the hedonic message and positive valence of the reviews also increase purchase intention (Putra et al., 2023).Food reviewers on tiktok have the power to impact their followers cOgent BUsiness & ManageMent 3 on several different levels. they can raise awareness of the business by showcasing various culinary items and eateries (Briliana et al., 2020; Wibisono et al., 2021). Food reviewer recommendations positively impact purchase intention on tiktok (Prianika & Bertuah, 2023). these reviews may influence customers’ opinions of the goods and their buying decisions (liu et al., 2022). Positive reviews from reputable food critics influence how food quality affects customer experiences (lasne etal., 2021). additionally, the qual‑ ity of the reviews and the usefulness of the information they provide positively impact consumers’ atti‑ tudes towards the reviews and their adoption of the information (De Figueiredo Marcos & alves, 2020). trust in the reviewers and the ease of use of the reviews also contribute to the usefulness and adoption of the information, affecting purchase intention. therefore, food reviewer reviews on tiktok can signifi‑ cantly shape consumers’ purchase intentions for food products. the caliber of a food video can also influence user interaction on tiktok. song and Zhao (2023) discovered a strong correlation between the short food movies posted on websites like Douyin and tiktok and popular food culture, eating habits, and emerging food trends. apart from offering enlightening and comprehensible material, these films enable audiences to fully engage with the traditions and cultures of other regions via gastronomy (tao, 2023). through videos on tiktok, we aim to investigate how food reviews affect user interaction and purchase intention in this study. Furthermore, user engagement is anticipated to be critical in the link between food reviews and tiktok purchase intention. 2.2. User interaction interaction has been defined by liu and shrum (2002) as the degree of mutual influence based on mes‑ sages or media exchanges that two or more people have with each other. Food reviewers significantly impact user engagement on tiktok. customers are drawn to and influenced by their reviews and content marketing techniques (Fahimah & Munfarida, 2023). influencers’ reviews contribute highly to the visibility of the content, making it more likely to be seen by consumers (Brooks et al., 2022). interactions on tiktok are optimized through hashtag challenges to encourage users to create and share content (song & Zhao, 2023), which can lead to more user‑generated interactions. in response to these challenges, user‑generated content often features branding, product images, and branded effects, with most of the content portraying a positive or neutral sentiment (tarigan et al., 2022). effective management of digital marketing activities is demonstrated based on users’ assessment of consumption intention. through con‑ sumer reviews, it is possible to create positive feedback and strongly impact online consumers. Food critics’ reviews have a higher impact on customers’ experience than the direct effect of food quality alone (goswami et al., 2017). User interaction has a significant impact on purchase intention. the interaction between users and sellers during the purchasing process can stimulate positive purchase intentions (Jiang, 2023). Based on Zhu and Zhang (2022), network interaction, community reputation, and user‑generated content can influence consumers’ purchasing intentions. additionally, the level of user engagement while interacting with a product or service can provide valuable information about their purchase intention (castiblanco Jimenez et al., 2022). Whether online or offline, social interaction also plays a vital role in increasing consumers’ purchasing intentions (Zhang & Zhang, 2023). Furthermore, user experience in live‑streaming marketing directly impacts consumers’ intention to purchase, and cus‑ tomer trust acts as a mediating variable in this relationship (liu, 2023). Videos containing marketing content by food reviewers distributed on social networking platforms will widely contribute to increasing user interaction if users rate the videos. Positively, this interaction will bring significant benefits to the brand, increasing brand awareness and interaction and promoting consumption intention. 2.3. Food reviewer Food reviewers offer suggestions or critiques and share their thoughts and evaluations of meals, eateries, and other food‑related destinations (Briliana etal., 2020; lacsina, 2023; luong & ho, 2023). their reviews may be spoken or written, and they may be published online or in videos, among other forms of media. reviews of those items may influence potential customers interested in acquiring food‑related products or services. Food reviewers can influence the purchasing decisions of potential customers by providing 4 V. M. sang etal. information, offering recommendations, or commenting about the product being reviewed (chua & Banerjee, 2015; Mudambi & schuff, 2010). the helpfulness rating of those reviews indicates how helpful, pertinent, and reliable they are thought to be by other users, which can also be used to evaluate them (ghose & ipeirotis, 2011; korfiatis et al., 2012). Food reviewers can shape the preferences and decisions of a broad audience by using platforms, especially tiktok, which is the leading platform for this subject. numerous factors impact the caliber of reviews, such as their reputation, the content of their videos, their level of expertise, and the quality of their videos. the reputation of food reviewers refers to how well they have a track record of creating engaging videos that other viewers find valuable. their badge, followers, views, comments, or likes on tiktok might all be indicators. their authority and credibility will increase, and their videos will become more helpful and influential to their viewers (chua & Banerjee, 2015; Wang & kuchmaner, 2024). a thorough analysis of the literature on food reviews has revealed several essential elements that contribute to their power and influence in the digital sphere. these variables come in various forms, influencing how people interact with and uniquely perceive food material. the reputation of a food reviewer, as elucidated by chua and Banerjee (2015), includes elements such as badges, followers, views, comments, or likes that serve as visible indicators of a reviewer’s standing within the digital culinary landscape. the expertise of the food reviewer, as encompassed by the level of proficiency and knowl‑ edge by luong and ho (2023) and rozamuri etal. (2022), serves as a testament to a reviewer’s credibility and authority. Furthermore, video content‑related factors, including sidedness, factuality, emotional appeal, length, depth, and readability, as highlighted by Fan et al. (2022) and Mudambi and schuff (2010), contribute significantly to the effectiveness of food reviewers. lastly, video quality, including res‑ olution, sound quality, lighting, editing, camera angles, and visual effects, as identified by lacsina (2023),significantly affects the viewing experience. in essence, the amalgamation of these factors consti‑ tute a multifaceted framework within which food reviewers operate, influencing how their content is received and how they shape consumer engagement, brand equity, and decisions in culinary experi‑ ences. therefore, factors related to food reviewers, including reputation, expertise, content, and quality of videos created by food reviewers, is expected to impact user interaction on tiktok and promote cus‑ tomers’ consumption. 2.3.1. Reputation a food reviewer’s reputation is based on how well they have produced interesting videos that other viewers found helpful in the past. they may use their tiktok badge, followers, views, comments, or likes as indicators. their credibility and authority will grow, and viewers will find their films more beneficial and influential (chua & Banerjee, 2015; Wang et al., 2023). a well‑known food reviewer, for instance, might raise consumer perceptions of a product’s quality and brand awareness (karagiannis et al., 2022). according to Frank et al. (2014), a reputable food reviewer can significantly increase brand awareness and perceived quality, fostering brand loyalty for a food product. the burgeoning role of food reviewers on tiktok presents a unique ecosystem where their reputation directly impacts customer interaction, influencing engagement and conversion. highly respected reviewers whose credibility is established through factors like consistent quality, engaging content, and audience trust (chua & Banerjee, 2015; Wang & kuchmaner, 2024) boast loyal follower bases. as a result, reviews develop into potent recom‑ mendations by fostering a sense of community and shared trust (Briliana et al., 2020; Peng et al., 2023). these recommendations drive vibrant discussions with comments, reactions, and shares (andik & rachma, 2022), elevating brand awareness and consideration (khrisnanda, 2021). Viewers often flock to taste the featured food and beverage selections, resulting in real‑world action (Bareille etal., 2021). however, neg‑ ative reviews significantly diminish the likelihood of product purchase, particularly when they contrast with high average ratings. they also reduce the likelihood of consumers continuing to seek information about the product and increase the probability of them considering alternative products (Varga & albuquerque, 2024). Furthermore, negative reviews can trigger a reverse domino effect, eroding trust and prompting a surge of critical comments, which can damage brand reputation of the food retailer and deter potential customers (Pee, 2016). therefore, food reviewers on tiktok walk a tightrope; their ability to shape customer interaction hinges on maintaining a reputation for authenticity, expertise, and cOgent BUsiness & ManageMent 5 balanced critique. this dynamic environment provides rich soil for more studies to unravel the complex relationships among reviewer reputation, online engagement, and offline consumer behavior in the con‑ stantly changing social media food trends. Proposed research hypotheses h1. the reputation of the food reviewer has a direct positive impact on user interaction through their videos on tiktok. h2. the reputation of the food reviewer has a direct positive impact on purchase intention towards the brand appearing in their videos on tiktok. h3. the reputation of the food reviewer has an indirect positive impact on purchase intention towards the brand appearing in their videos on tiktok through user interaction. 2.3.2. Expertise Food reviewers are specialists in many facets of the culinary arts, including methods, ingredients, history, and culture. these characteristics characterize their expertise and raise their audience’s regard for them and their credibility, competence, and trust (luong & ho, 2023; rozamuri et al., 2022). in addition, they must produce relatable and exciting material that appeals to their audience and stay current with food trends, like plant‑based and wellness‑focused options (tarigan etal., 2022; Wang etal., 2022). Furthermore, as a crucial component of customer preferences, they must be thoroughly aware of food quality. Food quality is influenced by several variables, including flavor, sensory qualities, and overall quality (kunekar et al., 2022; Medeiros & salay, 2013; Vaclavik & christian, 2013). individuals possessing extensive experi‑ ence in the culinary field are highly esteemed for their dependability, and their professional opinions and insights impact customer choices, brand perception, and standing (ikachoi & kenyatta University, 2023). tiktok influencers who produce videos on food tourism in Pakistan discovered that users’ intention to return is increased by travel influencer endorsement and memorable local food experiences (Davis etal., 2023). according to a study on short video media fatigue, concerns about information redundancy, social image, information disclosure, and content value variation motivate users’ negative interaction behaviors on tiktok (shoukat et al., 2023). li et al. (2023) studied food, nutrition, and weight‑related postings on tiktok. they discovered that most posts promote a weight‑normative conception of health and lack authoritative voices offering dietary advice. Davis etal. (2023) suggested that popular food‑related mate‑ rial, such as videos like ‘What i eat in a Day,’ may encourage disordered eating behaviors and the slim ideal, which can harm young individuals already at risk. Furthermore, many posts on tiktok lack expert perspectives and promote a weight‑normative conception of health, raising questions about the veracity of the platform’s nutrition‑related material (shoukat et al., 2023). as a result, even if food videos can positively impact user interaction on tiktok, it is essential to promote responsible content creation and consumption and be mindful of any potential negative impacts. the food reviewer’s culinary expertise is significant. in addition to ensuring the authenticity of the video content, it also affects the attitudes and behaviors of users towards food. the level of proficiency and knowledge that food reviewers have in various food‑related topics, including cooking, nutrition, culture, and history, is their expertise in the field. the food reviewer’s expertise is examined in user interaction and purchase intention using the following hypotheses: h4. the expertise of the food reviewer has a direct positive impact on user interaction through their videos on tiktok. h5. the expertise of the food reviewer has a direct positive impact on purchase intention towards the brand appearing in their videos on tiktok. h6. the expertise of the food reviewer has an indirect positive impact on purchase intention towards the brand appearing in their videos on tiktok through user interaction. 2.3.3. Video content Food reviewers play a crucial role in shaping culinary experiences through their content. these reviews encompass various factors, as highlighted by Fan et al. (2022), Mudambi and schuff (2010), and Zhang 6 V. M. sang etal. and Zhang (2023), considering biases, accuracy, emotional resonance, length, depth, and comprehen‑ sion. Viewers consider diverse elements such as food variety, service quality, ambiance, price, menu diversity, and presentation style, as andilolo and ranteallo (2017) suggested when engaging with this video content. Primarily, these reviewers provide insights into food quality, taste, and distinctive char‑ acteristics, aiding consumers in making informed decisions, in line with the sentiments echoed by Yang et al. (2017). as noted (Briliana et al., 2020), online evaluations are growing, mainly food vlogs on plat‑ forms like tiktok, which significantly impacts customers’ perceptions of value and brand recognition. chakraborty and Bhat (2018) claim that the existence of food critic evaluations significantly increases the effect of food quality on the customer experience, which in turn raises the brand’s value. the con‑ tent crafted by food reviewers on tiktok is a potent catalyst for rich and diverse customer interactions, weaving a complex web that influences online engagement and offline behavior. these reviews, encom‑ passing sensory descriptions, emotional authenticity, and visual storytelling (hidalgo‑alcázar et al., 2014), go beyond mere factual assessments. they ignite empathy and relatability, resonating with view‑ ers’ culinary experiences and desires (shi, 2023). this resonance fuels a cascade of interactive behaviors: lively comments and discussions around the featured food and restaurant, vibrant reactions and shares, and even collaborative recipe recreations (Wibisono et al., 2021). Furthermore, reviewers who excel at weaving compelling narratives and showcasing unique presentation styles spark a sense of wonder and discovery, drawing viewers deeper into the culinary journey (aras, 2023). this immersive experience can culminate in decisive offline actions, with viewers flocking to try the reviewed establishments, fueled by the reviewer’s trusted recommendations and the desire to replicate the depicted experience. however, the interactive landscape has its challenges. Biases, inaccuracies, and overly promotional content can erode trust and stifle engagement (Moody et al., 2022). therefore, understanding the intricate relation‑ ship between reviewer content, emotional resonance, and interactive behaviors on tiktok is crucial for researchers and industry stakeholders seeking to leverage the platform’s potential for driving user inter‑ action, culinary exploration, and purchase intention for the brand. the hypotheses built for video con‑ tent are as follows: h7. the video content of the food reviewer has a direct positive impact on user interaction through their videos on tiktok. h8. the video content of the food reviewer has a direct positive impact on user interaction through their videos on tiktok. h9. the video content of the food reviewer has an indirect positive impact on purchase intention towards the brand appearing in their videos on tiktok through user interaction. 2.3.4. Quality video Food vloggers demonstrate their culinary expertise and viewpoints using various video techniques and effects. creating a food movie’s visual and technical aspects include lighting, editing, camera angles, visual effects, sound quality, and video resolution. these elements influence how viewers perceive their films to be compelling, clear, and engaging (lacsina, 2023). Because of this increased participation, peo‑ ple are more likely to remember the brand and its message, which raises brand recognition and percep‑ tion. Brands may make their customers feel certain and create unforgettable experiences by employing appropriate music in their videos (ljunggren, 2023). Using visual storytelling approaches to establish emotional and deeper connections with their target audience, marketers may deliver their messages more successfully via videos with sharp images. according to taylor (2023), this can assist companies in building a solid brand presence. Furthermore, a customer’s perception of a product will be more favor‑ able the more familiar the brand’s product is to them in a promotional film, claim lu et al. (2014). in addition to the usefulness and authenticity of the video content, video quality is an equally important factor because it will directly create the appeal of the video, camera angle, sound, voice, light, image effects, and more. Food reviewer films on online platforms will significantly influence drawing viewers, boosting user interaction and sharing videos, ultimately enhancing the efficacy of the brand’s message. accordingly, the hyphotheses proposed as follows: cOgent BUsiness & ManageMent 7 h10. the video content of the food reviewer has a direct positive impact on user interaction through their videos on tiktok. h11. the video content of the food reviewer has a direct positive impact on user interaction through their videos on tiktok. h12. the video content of the food reviewer has an indirect positive impact on purchase intention towards the brand appearing in their videos on tiktok through user interaction. the correlation between components is systematized by the research model in Figure 1. 3. Research methodology 3.1. Measurement scales the video content (con) scale is defined based on Mudambi and schuff (2010), andilolo and ranteallo (2017),Fan et al. (2022),and Zhang and Zhang (2023), the video content scale includes variables: objec‑ tively present aspects of food (con1), show factual and reliable information about the food (con2), con‑ vey their emotions and feelings about the food effectively (con3), video content is concise and easy to follow (con4), the video content covers various aspects of the food in depth (con5), and content is well‑written and readable (con6). according to luong and ho (2023), rozamuri etal. (2022), and ikachoi and kenyatta University (2023), the expertise (exp) component is designed with items: deep understand‑ ing of cuisine (exp1); accurate and relevant information about the nutritional value of the food (exp2); and deep understanding of the cultural and historical background of the food (exp3). the video quality scale is determined based on the lacsina (2023), ljunggren (2023), andtaylor (2023), with 6 items: high resolution and quality (QV1), clear and audible sound (QV2), good lighting and contrast (QV3), smooth and professional editing (QV4), appropriate camera angles and shots (QV5), and creative and appealing visual effects (QV6). reputation of reviewer scale (chua & Banerjee, 2015; Wang & kuchmaner, 2024), he badge of a food reviewer (rep1), the number of followers (rep2), the number of views (rep3), comments (rep4), and likes (rep5). the user interaction scale is based on goswami et al. (2017), liu and shrum (2002), Fahimah and Munfarida (2023), and song and Zhao (2023), it is measured by the following vari‑ ables: like (int1), interact (int2), share (int3), and follow the reviewers (int4). Finally, purchase intention scale (Mustikasari & Widaningsih, 2019; Wu etal., 2011): have the plan to consider using the service (Pi1), become a customer of the brand (Pi2), and prefer to choose the brand recommended by the reviewer (Pi3). to answer the questions built from the above measurement scales, respondents must be the peo‑ ple who have experienced F&B services based on having watched videos of tiktok food reviewers. 3.2. Research sample, data collection this study was conducted on users with tiktok social network accounts who use social networks fre‑ quently; the main purpose of using social networks is entertainment, information search and consump‑ tion. especially on the tiktok platform, there is the participation of a large number of influencers, key opinion leaders (kOl), reviewers, etc., these people attract a large number of followers and have an impact Figure 1. the conceptual framework. 14 V. M. sang etal. information about the brand’s products and services to attract more customers, which impacts the authenticity of the content being communicated. this can affect the objectivity of the information that food reviewers convey, it is important for consumers to be aware of potential biases when consuming online content, be selective and make smart purchasing decisions. User interaction through videos created by food reviewers published on social networks is one of the critical criteria for evaluating the success of affiliate marketing communication programs between busi‑ nesses and food reviewers. therefore, businesses need to precisely quantify the results related to inter‑ action, number of views, likes, comments, shares, and followers for each video, linking brand communication with food reviewers. customers frequently repurchase products from brands, indicating that the brand stays relevant in their minds and that customers consistently remember them. as a result, interaction with users on social networks will significantly impact brand awareness, strengthen the bond between customers and brands, and, from here, significantly impact consumption intention. that brand will have the opportunity to be chosen by customers for future consumption. research results provided a comprehensive dataset for studying how tiktok food reviewers impact brand equity, engagement, and purchase intentions among young Vietnamese people. the results may not be as applicable to other regions, though, due to the cultural differences and unique media‑consuming behaviours of these youthful Vietnamese consumers. country‑to‑country variations can be observed in tiktok’s penetration rate and user engagement levels. according to recent reports, tiktok has over 67.7 million users in Vietnam (statista, 2024). in a survey of Vietnamese consumers conducted in the third quarter of 2023, over 81% of gen Z respondents confirmed using tiktok (statista, 2023), demonstrating the platform’s high relevance in this demographic in Vietnam. global generalisation, however, might be more difficult because social media usage habits and cultural environments differ. 7. Conclusion affiliate marketing is a form used by many brands in recent times. results from this study have con‑ firmed that a marketing alliance with food reviewers in the food and beverage industry brings positive results for the brands, such as increasing user interaction on the tiktok platform, thereby promoting consumption intention towards the brand. research results have recorded three aspects of food review‑ ers that impact attracting user interaction and consumption intention: the popularity of food reviewers, video content, and video quality created by food reviewers. Meanwhile, the food reviewer’s expertise factor has a negligible impact in attracting people’s interaction on tiktok and consumption intention towards the brand. in addition, the study confirmed the mediating impact of user interaction on the relationship between food reviewers (reputation, video content, and video quality) and purchase inten‑ tion. this exciting result further confirms the role and importance of user interaction on social networks; it helps increase brand awareness, brand interaction, and customer engagement and promotes the con‑ sumption intention of the brand from customers. the research results also contribute to consolidating and expanding theories related to brand mar‑ keting communications, that is, affiliate media marketing with reviewers and social network media marketing. a set of scales for components related to food reviewers was also established, including the food reviewer’s reputation and content and quality of the videos created by the food reviewer. the research results have confirmed the positive link between food reviewer‑user interaction ‑ and pur‑ chase intention in affiliate marketing programs on social networks. Based on the research findings, several recommendations have been made for company brands in the food and beverage sector. these include developing brand communication and marketing collaborations with food reviewers. selecting a food reviewer for affiliate marketing communication requires careful consideration of factors, includ‑ ing the reviewer’s popularity, the content’s distinctiveness, and the caliber of the videos they produce. One of the critical criteria for evaluating the success of affiliate marketing programs with reviewers is user interaction on social networks through videos created by reviewers. therefore, brands need to be specific and quantify the results related to user interaction on social networks, that is, the number of views, likes, comments, shares, and followers while negotiating with reviewers in brand marketing communication cooperation. cOgent BUsiness & ManageMent 15 8. Limitations and future research Besides the effort to conduct research using the above theories, this research still has certain limitations. however, future research may address these limitations. Firstly, the relatively small sample size (408 Vietnamese participants) may limit the representativeness of the findings for the broader population. this constraint challenges the generalizability of the results, particularly given the focus on Vietnamese con‑ sumers familiar with the tiktok platform. Furthermore, including merchants from other countries would enrich cross‑cultural comparisons, enhancing the study’s analytical depth. secondly, the study’s narrow focus on the food and beverage (F&B) sector may restrict the applicability of its conclusions to broader industries. Future studies could broaden their scope to include sectors such as fashion, electronics, or public services, thereby increasing the relevance and utility of the research findings across various domains. Finally, there are numerous underlying factors related to the food reviewer that could influence user interaction and consumer purchase intentions, which were not included in the analysis of this study. these factors encompass the influence of trustworthiness, ethics, suitability, attractiveness, and more. therefore, in future research, additional components should be added to the research model to under‑ stand better how they can impact food reviewers on user interaction and consumer use intention. considering these limitations alongside the empirical findings, future research should systematically address these concerns. this approach will not only refine the practical implications for marketers within the F&B sector but also extend insights into diverse industry contexts. By doing so, subsequent studies can develop targeted strategies tailored to each respective field. Authors’ contributions conceptualization, methodology: Vo Minh sang, Bui Duy khuong, ly Yen nhi, luong gia han, thach Minh giau, and nguyen thi tuyet ngoan. Formal analysis, investigation writing: Vo Minh sang. review and editing: Vo Minh sang, Bui Duy khuong, ly Yen nhi, luong gia han, thach Minh giau, and nguyen thi tuyet ngoan. all authors have read and agreed to the published version of the manuscript. Disclosure statement the authors declare no conflict of interest. Funding this research received no external funding. About the authors Dr. Vo Minh Sang holds a Ph.D. in economics and serves as a lecturer in the Department of Business administration at FPt University, can tho campus. his teaching and research primarily focus on business, marketing, digital market‑ ing communication, branding, customer experience, consumer behavior, management, economics, and educational management. Bui Duy Khuong earned a Bachelor’s degree in Business administration with a specialization in digital marketing from FPt University. his research interests include marketing, digital marketing communication, business, and management. Ly Yen Nhi holds a Bachelor’s degree in Business administration from FPt University, specializing in digital marketing. her research interests encompass marketing, digital marketing communication, consumer behavior, and business. Luong Gia Han holds a bachelor’s degree in Business administration with a specialization in Digital Marketing from FPt University. her research interests include digital marketing communication, consumer behavior, branding, as well as business and management. Thach Minh Giau graduated with a Bachelor’s degree in Business administration, specializing in digital marketing, from FPt University. his research interests include marketing, digital marketing communication, business, and management. 16 V. M. sang etal. Nguyen Thi Tuyet Ngoan obtained a Bachelor’s degree in Business administration with a focus on digital marketing from FPt University. her research interests are in marketing, digital marketing communication, consumer behavior, and business. ORCID Vo Minh sang http://orcid.org/0000‑0001‑7184‑8285 Bui Duy khuong http://orcid.org/0009‑0006‑6151‑0997 ly Yen nhi http://orcid.org/0009‑0007‑1018‑7429 luong gia han http://orcid.org/0009‑0007‑7318‑3927 thach Minh giau http://orcid.org/0009‑0007‑8076‑819X nguyen thi tuyet ngoan http://orcid.org/0009‑0007‑0713‑5302 Data availability statement the data will be made available on request from the corresponding author. References andik, s. D. s., & rachma, a. F. (2022). the impact of brand awareness, brand association, and perceived quality towards brand loyalty (a case study of new product). E3S Web of Conferences, 348, 00035. https://doi.org/10.1051/ e3sconf/202234800035 andilolo, i. r., & ranteallo, i. c. (2017). 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