Sang, Vo Minh e al.
A icle
The impac o ood e iewe s on pu chase in en ion in he
ood and be e age indus y: he media ing ole o use
in e ac ion
Cogen Business & Managemen
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Sugges ed Ci a ion: Sang, Vo Minh e al. (2024) : The impac o ood e iewe s on pu chase in en ion
in he ood and be e age indus y: he media ing ole o use in e ac ion, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-19,
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The impac o ood e iewe s on pu chase
in en ion in he ood and be e age indus y: he
media ing ole o use in e ac ion
Vo Minh Sang, Bui Duy Khuong, Ly Yen Nhi, Luong Gia Han, Thach Minh Giau
& Nguyen Thi Tuye Ngoan
To ci e his a icle: Vo Minh Sang, Bui Duy Khuong, Ly Yen Nhi, Luong Gia Han, Thach Minh
Giau & Nguyen Thi Tuye Ngoan (2024) The impac o ood e iewe s on pu chase in en ion
in he ood and be e age indus y: he media ing ole o use in e ac ion, Cogen Business &
Managemen , 11:1, 2425706, DOI: 10.1080/23311975.2024.2425706
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2425706
The impac o ood e iewe s on pu chase in en ion in he ood
and be e age indus y: he media ing ole o use in e ac ion
Vo Minh sang , Bui Duy khuong , ly Yen nhi , luong gia han , hach Minh giau
and nguyen hi uye ngoan
Facul y o Business adminis a ion, FP uni e si y, Vie nam
ABSTRACT
his s udy examines he in luence o ood e iewe s on use engagemen and pu chase
in en ion in he ood and be e age (F&B) sec o . Findings indica e ha ood e iewe s
posi i ely impac bo h use in e ac ion and pu chase in en ion, wi h h ee key ac o s
eme ging: e iewe epu a ion, ideo con en , and ideo quali y. howe e , he e iewe s’
expe ise showed no signi ican e ec on engagemen o pu chase in en ion. Use
engagemen was also ound o media e he ela ionship be ween ood e iewe s and
pu chase in en ion, unde sco ing connec ions wi hin he alue chain linking ood
e iewe s, use engagemen , and pu chase in en ion. he s udy p o ides heo e ical
insigh s by o e ing a amewo k o assess how ik ok ood e iews a ec young
Vie namese consume s’ engagemen and pu chasing beha io s. i highligh s use
in e ac ion’s media ing ole be ween ood e iew componen s and pu chase in en ion
and suppo s he ele ance o a ilia e ma ke ing heo y in he F&B indus y.
P ac ical implica ions include s a egies o enhance b and isibili y h ough a ilia e
ma ke ing wi h ood e iewe s and implemen ing ood e iewe ‑d i en ma ke ing
communica ion ini ia i es ailo ed o he F&B sec o .
1. In oduc ion
he ood and be e age (F&B) sec o is expanding in di e si y and dynamism, ca e ing o he sophis i‑
ca ed demands o mode n cus ome s (smi h & Bugni, 2018). global e enue o F&B indus y has inc eased
om 6,729.54 billion UsD in 2022 o 7,221.73 billion UsD in 2023, a g ow h a e o 7.3% (new Yo k,
2023). in which, asia‑Paci ic is he la ges ma ke , ollowed by Wes e n eu ope in 2022. in ecen imes,
he F&B sec o has con inuously unde gone changes and imp o emen s o accommoda e changes in
cus ome as es and needs, wi h inc easingly imp o ed o m and quali y. hanks o he de elopmen s
men ioned abo e, c ea i e cuisine was bo n. he bi h o c ea i e cuisine en ails di e si ying menus and
new ea ing o ms o sui consume needs. in addi ion o changes in o m, he ma ke ing and communi‑
ca ion ac i i ies o he F&B indus y also luc ua e. Mode n ma ke ing communica ion me hods on digi al
pla o ms ha e eplaced an iqua ed ma ke ing campaigns ha ook ime o each consume s (Dwi edi
e al., 2021). he sec o ’s g ow h and compe i i eness depend hea ily on he in eg a ion o ma ke ing
and echnology.
One o he social ne wo ks wi h he la ges use bases wo ldwide is ik ok, whe e he bulk o membe s
a e young people. ik ok has mo e han 1.1 billion people mon hly ac i e (2021). Vie nam has mo e han
67.7 million ik ok use s, acco ding o ecen sou ces (s a is a, 2024). hese use s include a sizable ac ion
o gen Z, o hose be ween he ages o 15 and 30. Mo e han 81% o gen Z esponden s o a s udy o
Vie namese consume s pe o med in he hi d qua e o 2023 acknowledged using ik ok (s a is a, 2023).
Vie nam is among he op 5 coun ies wi h he mos ik ok use s wo ldwide. Use s o his pla o m may
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Vo Minh sang [email p o ec ed]. n Facul y o Business adminis a ion, FP uni e si y, Vie nam.
h ps://doi.o g/10.1080/23311975.2024.2425706
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 14 May 2024
e ised 23 Oc obe 2024
accep ed 31 Oc obe
2024
KEYWORDS
a ilia e ma ke ing; ood
e iewe ; use in e ac ion;
pu chase in en ion; ood
and be e age
SUBJECTS
Business, Managemen
and accoun ing;
consume Psychology;
economics; Digi al
Ma ke ing
2 V. M. sang e al.
make and sha e sho ilms and pho og aphs using ik ok’s algo i hm and mechanism. Food e iews
ac i ely e alua e and sha e opinions abou ood‑ ela ed p oduc s o se ice p o ide s. Food e iewe s,
h ough ideos, p o ide in o ma ion in he o m o e iews and ecommenda ions ela ed o ood con‑
sump ion (B iliana e al., 2020; lacsina, 2023; luong & ho, 2023). e iews o ood may be sha ed on social
media si es, pa icula ly ik ok, as ex , pho os, and ideos. acco ding o hani awa i e al. (2019), cus ome s
bene i om he in luence o social media in luence s. in pa icula , his posi i e impac subs an ially
impac s gen Z and he Millennial gene a ion. he e o e, e iews o ood‑ ela ed p oduc s on social ne ‑
wo ks may in luence po en ial cus ome s in e es ed in hose i ems. Food e iewe s can in luence consum‑
e s’ consump ion in en ions by p o iding in o ma ion, a ings, and p oduc commen s (chua & Bane jee,
2015; Mudambi & schu , 2010). se e al elemen s a ec a e iewe ’s quali y, including hei epu a ion,
ideo con en , le el o expe ise, and ideo quali y. he combina ion o hese elemen s o ms a mul i ac‑
e ed amewo k wi hin which ood e iewe s ope a e, in luencing how hey consume con en and how
hey shape pa icipa ion, engagemen , and consume in en ion in he ield o culina y expe iences. howe e ,
he e a e also limi a ions osocial ne wo ks. Due o he limi ed capaci y o social ne wo king o ganiza ions
o moni o con en , he e is also a lo o media con en ha is un ue o audulen , causing ha m and
a ec ing consume s. he e o e, he pee e iew mechanism is encou aged o he online communi y o
pa icipa e and e alua e he au hen ici y and use ulness o con en on social ne wo ks o con ibu e o
p o iding mul i‑dimensional in o ma ion o use s o conside when e e ing o in o ma ion p o ided on
social ne wo ks. he e was esea ch indica ing ha in luence con en on pla o ms like ik ok, You ube,
and ins ag am equen ly includes e e ences o nu i ionally de icien oods and be e ages, which end o
ga ne highe posi i e engagemen (Winze e al., 2022). Unheal hy ood and be e age b ands s a egically
u ilize ik ok o p omo e hei p oduc s, encou aging use s o c ea e con en ea u ing hei b anding and
p oduc image y. his s a egy is pa icula ly in luen ial among child en due o ik ok’s popula i y wi hin
his age g oup (B ooks e al., 2022). hese obse a ions highligh he u gen need o policies and egula‑
ions o shield child en om he de imen al e ec s o ood ma ke ing on social media pla o ms like
ik ok. so, in s udies ela ed o ood e iewe s, esea che s ha e paid a en ion o he epu a ion and
expe ise o ood e iewe s, as well as use in e ac ion wi h con en c ea ed by ood e iewe s, o con ib‑
u e o ensu ing he au hen ici y o con en and limi ing nega i e impac s on socie y as well as consume s.
cu en ly, many s udies ha e e alua ed he impac o in luence ma ke ing on social ne wo king pla ‑
o ms on in e ac ions and consump ion in en ions o use s (le, 2022; no ela & sapu i, 2022). howe e ,
e y ew s udies s ill speci ically e alua e he impac o ood e iewe s on ik ok on use in e ac ion and
pu chase in en ion in he Vie namese ma ke . he e o e, h ough analyzing ela ed subjec s, his esea ch
aims o de e mine how ood e iewe s on ik ok in luence young consume s’ pu chasing in en ions and
in e ac ions in Vie nam. his s udy p o ides a concep ual amewo k o e alua e ik ok ood e iewe s’
e ec s on use in e ac ion and he in en ion o use F&B se ices o young consume s in Vie nam. h ough
his, we can es he le el o sel ‑di ec ed in luence o ik ok ood e iewe s on consump ion in en ion.
Besides ha , how does use in e ac ion media e he ela ionship be ween ood e iews and pu chase
in en ion on ik ok? h ough he e iew, we ha e no ound any esea ch ha has conduc ed ela ed o
his opic in Vie nam. so, his s udy also aims o e alua e he media ing ole o use in e ac ion on he
ela ionship be ween ood e iew ik ok and ood consump ion in en ion. he esea ch esul s a e
expec ed o make heo e ical con ibu ions ela ed o a ilia e ma ke ing, social ne wo k ma ke ing com‑
munica ion, and con ibu ions o businesses in building and implemen ing ma ke ing communica ion
p og ams on social ne wo ks wi h ood e iewe s.
2. Li e a u e e iew
2.1. Pu chase in en ion
Pu chase in en ion encompasses he willingness o pu chase goods o se ices and he possibili y o
making plans (Wu e al., 2011). choice commi men is he las s ep in buying, which includes de e min‑
ing equi emen s, ga he ing in o ma ion, weighing p oduc possibili ies, and compa ing al e na i es
(Mus ikasa i & Widaningsih, 2019). he hedonic message and posi i e alence o he e iews also inc ease
pu chase in en ion (Pu a e al., 2023).Food e iewe s on ik ok ha e he powe o impac hei ollowe s
cOgen BUsiness & ManageMen 3
on se e al di e en le els. hey can aise awa eness o he business by showcasing a ious culina y i ems
and ea e ies (B iliana e al., 2020; Wibisono e al., 2021). Food e iewe ecommenda ions posi i ely
impac pu chase in en ion on ik ok (P ianika & Be uah, 2023). hese e iews may in luence cus ome s’
opinions o he goods and hei buying decisions (liu e al., 2022). Posi i e e iews om epu able ood
c i ics in luence how ood quali y a ec s cus ome expe iences (lasne e al., 2021). addi ionally, he qual‑
i y o he e iews and he use ulness o he in o ma ion hey p o ide posi i ely impac consume s’ a i‑
udes owa ds he e iews and hei adop ion o he in o ma ion (De Figuei edo Ma cos & al es, 2020).
us in he e iewe s and he ease o use o he e iews also con ibu e o he use ulness and adop ion
o he in o ma ion, a ec ing pu chase in en ion. he e o e, ood e iewe e iews on ik ok can signi i‑
can ly shape consume s’ pu chase in en ions o ood p oduc s. he calibe o a ood ideo can also
in luence use in e ac ion on ik ok. song and Zhao (2023) disco e ed a s ong co ela ion be ween he
sho ood mo ies pos ed on websi es like Douyin and ik ok and popula ood cul u e, ea ing habi s,
and eme ging ood ends. apa om o e ing enligh ening and comp ehensible ma e ial, hese ilms
enable audiences o ully engage wi h he adi ions and cul u es o o he egions ia gas onomy ( ao,
2023). h ough ideos on ik ok, we aim o in es iga e how ood e iews a ec use in e ac ion and
pu chase in en ion in his s udy. Fu he mo e, use engagemen is an icipa ed o be c i ical in he link
be ween ood e iews and ik ok pu chase in en ion.
2.2. Use in e ac ion
in e ac ion has been de ined by liu and sh um (2002) as he deg ee o mu ual in luence based on mes‑
sages o media exchanges ha wo o mo e people ha e wi h each o he . Food e iewe s signi ican ly
impac use engagemen on ik ok. cus ome s a e d awn o and in luenced by hei e iews and con en
ma ke ing echniques (Fahimah & Mun a ida, 2023). in luence s’ e iews con ibu e highly o he isibili y
o he con en , making i mo e likely o be seen by consume s (B ooks e al., 2022). in e ac ions on
ik ok a e op imized h ough hash ag challenges o encou age use s o c ea e and sha e con en (song
& Zhao, 2023), which can lead o mo e use ‑gene a ed in e ac ions. in esponse o hese challenges,
use ‑gene a ed con en o en ea u es b anding, p oduc images, and b anded e ec s, wi h mos o he
con en po aying a posi i e o neu al sen imen ( a igan e al., 2022). e ec i e managemen o digi al
ma ke ing ac i i ies is demons a ed based on use s’ assessmen o consump ion in en ion. h ough con‑
sume e iews, i is possible o c ea e posi i e eedback and s ongly impac online consume s. Food
c i ics’ e iews ha e a highe impac on cus ome s’ expe ience han he di ec e ec o ood quali y alone
(goswami e al., 2017). Use in e ac ion has a signi ican impac on pu chase in en ion. he in e ac ion
be ween use s and selle s du ing he pu chasing p ocess can s imula e posi i e pu chase in en ions
(Jiang, 2023). Based on Zhu and Zhang (2022), ne wo k in e ac ion, communi y epu a ion, and
use ‑gene a ed con en can in luence consume s’ pu chasing in en ions. addi ionally, he le el o use
engagemen while in e ac ing wi h a p oduc o se ice can p o ide aluable in o ma ion abou hei
pu chase in en ion (cas iblanco Jimenez e al., 2022). Whe he online o o line, social in e ac ion also
plays a i al ole in inc easing consume s’ pu chasing in en ions (Zhang & Zhang, 2023). Fu he mo e,
use expe ience in li e‑s eaming ma ke ing di ec ly impac s consume s’ in en ion o pu chase, and cus‑
ome us ac s as a media ing a iable in his ela ionship (liu, 2023). Videos con aining ma ke ing
con en by ood e iewe s dis ibu ed on social ne wo king pla o ms will widely con ibu e o inc easing
use in e ac ion i use s a e he ideos. Posi i ely, his in e ac ion will b ing signi ican bene i s o he
b and, inc easing b and awa eness and in e ac ion and p omo ing consump ion in en ion.
2.3. Food e iewe
Food e iewe s o e sugges ions o c i iques and sha e hei hough s and e alua ions o meals, ea e ies,
and o he ood‑ ela ed des ina ions (B iliana e al., 2020; lacsina, 2023; luong & ho, 2023). hei e iews
may be spoken o w i en, and hey may be published online o in ideos, among o he o ms o media.
e iews o hose i ems may in luence po en ial cus ome s in e es ed in acqui ing ood‑ ela ed p oduc s
o se ices. Food e iewe s can in luence he pu chasing decisions o po en ial cus ome s by p o iding
4 V. M. sang e al.
in o ma ion, o e ing ecommenda ions, o commen ing abou he p oduc being e iewed (chua &
Bane jee, 2015; Mudambi & schu , 2010). he help ulness a ing o hose e iews indica es how help ul,
pe inen , and eliable hey a e hough o be by o he use s, which can also be used o e alua e hem
(ghose & ipei o is, 2011; ko ia is e al., 2012). Food e iewe s can shape he p e e ences and decisions
o a b oad audience by using pla o ms, especially ik ok, which is he leading pla o m o his subjec .
nume ous ac o s impac he calibe o e iews, such as hei epu a ion, he con en o hei ideos,
hei le el o expe ise, and he quali y o hei ideos. he epu a ion o ood e iewe s e e s o how
well hey ha e a ack eco d o c ea ing engaging ideos ha o he iewe s ind aluable. hei badge,
ollowe s, iews, commen s, o likes on ik ok migh all be indica o s. hei au ho i y and c edibili y will
inc ease, and hei ideos will become mo e help ul and in luen ial o hei iewe s (chua & Bane jee,
2015; Wang & kuchmane , 2024).
a ho ough analysis o he li e a u e on ood e iews has e ealed se e al essen ial elemen s ha
con ibu e o hei powe and in luence in he digi al sphe e. hese a iables come in a ious o ms,
in luencing how people in e ac wi h and uniquely pe cei e ood ma e ial. he epu a ion o a ood
e iewe , as elucida ed by chua and Bane jee (2015), includes elemen s such as badges, ollowe s, iews,
commen s, o likes ha se e as isible indica o s o a e iewe ’s s anding wi hin he digi al culina y
landscape. he expe ise o he ood e iewe , as encompassed by he le el o p o iciency and knowl‑
edge by luong and ho (2023) and ozamu i e al. (2022), se es as a es amen o a e iewe ’s c edibili y
and au ho i y. Fu he mo e, ideo con en ‑ ela ed ac o s, including sidedness, ac uali y, emo ional
appeal, leng h, dep h, and eadabili y, as highligh ed by Fan e al. (2022) and Mudambi and schu
(2010), con ibu e signi ican ly o he e ec i eness o ood e iewe s. las ly, ideo quali y, including es‑
olu ion, sound quali y, ligh ing, edi ing, came a angles, and isual e ec s, as iden i ied by lacsina
(2023),signi ican ly a ec s he iewing expe ience. in essence, he amalgama ion o hese ac o s cons i‑
u e a mul i ace ed amewo k wi hin which ood e iewe s ope a e, in luencing how hei con en is
ecei ed and how hey shape consume engagemen , b and equi y, and decisions in culina y expe i‑
ences. he e o e, ac o s ela ed o ood e iewe s, including epu a ion, expe ise, con en , and quali y
o ideos c ea ed by ood e iewe s, is expec ed o impac use in e ac ion on ik ok and p omo e cus‑
ome s’ consump ion.
2.3.1. Repu a ion
a ood e iewe ’s epu a ion is based on how well hey ha e p oduced in e es ing ideos ha o he
iewe s ound help ul in he pas . hey may use hei ik ok badge, ollowe s, iews, commen s, o likes
as indica o s. hei c edibili y and au ho i y will g ow, and iewe s will ind hei ilms mo e bene icial
and in luen ial (chua & Bane jee, 2015; Wang e al., 2023). a well‑known ood e iewe , o ins ance,
migh aise consume pe cep ions o a p oduc ’s quali y and b and awa eness (ka agiannis e al., 2022).
acco ding o F ank e al. (2014), a epu able ood e iewe can signi ican ly inc ease b and awa eness
and pe cei ed quali y, os e ing b and loyal y o a ood p oduc . he bu geoning ole o ood e iewe s
on ik ok p esen s a unique ecosys em whe e hei epu a ion di ec ly impac s cus ome in e ac ion,
in luencing engagemen and con e sion. highly espec ed e iewe s whose c edibili y is es ablished
h ough ac o s like consis en quali y, engaging con en , and audience us (chua & Bane jee, 2015;
Wang & kuchmane , 2024) boas loyal ollowe bases. as a esul , e iews de elop in o po en ecom‑
menda ions by os e ing a sense o communi y and sha ed us (B iliana e al., 2020; Peng e al., 2023).
hese ecommenda ions d i e ib an discussions wi h commen s, eac ions, and sha es (andik & achma,
2022), ele a ing b and awa eness and conside a ion (kh isnanda, 2021). Viewe s o en lock o as e he
ea u ed ood and be e age selec ions, esul ing in eal‑wo ld ac ion (Ba eille e al., 2021). howe e , neg‑
a i e e iews signi ican ly diminish he likelihood o p oduc pu chase, pa icula ly when hey con as
wi h high a e age a ings. hey also educe he likelihood o consume s con inuing o seek in o ma ion
abou he p oduc and inc ease he p obabili y o hem conside ing al e na i e p oduc s (Va ga &
albuque que, 2024). Fu he mo e, nega i e e iews can igge a e e se domino e ec , e oding us
and p omp ing a su ge o c i ical commen s, which can damage b and epu a ion o he ood e aile
and de e po en ial cus ome s (Pee, 2016). he e o e, ood e iewe s on ik ok walk a igh ope; hei
abili y o shape cus ome in e ac ion hinges on main aining a epu a ion o au hen ici y, expe ise, and
cOgen BUsiness & ManageMen 5
balanced c i ique. his dynamic en i onmen p o ides ich soil o mo e s udies o un a el he complex
ela ionships among e iewe epu a ion, online engagemen , and o line consume beha io in he con‑
s an ly changing social media ood ends. P oposed esea ch hypo heses
h1. he epu a ion o he ood e iewe has a di ec posi i e impac on use in e ac ion h ough hei ideos
on ik ok.
h2. he epu a ion o he ood e iewe has a di ec posi i e impac on pu chase in en ion owa ds he b and
appea ing in hei ideos on ik ok.
h3. he epu a ion o he ood e iewe has an indi ec posi i e impac on pu chase in en ion owa ds he
b and appea ing in hei ideos on ik ok h ough use in e ac ion.
2.3.2. Expe ise
Food e iewe s a e specialis s in many ace s o he culina y a s, including me hods, ing edien s, his o y,
and cul u e. hese cha ac e is ics cha ac e ize hei expe ise and aise hei audience’s ega d o hem
and hei c edibili y, compe ence, and us (luong & ho, 2023; ozamu i e al., 2022). in addi ion, hey
mus p oduce ela able and exci ing ma e ial ha appeals o hei audience and s ay cu en wi h ood
ends, like plan ‑based and wellness‑ ocused op ions ( a igan e al., 2022; Wang e al., 2022). Fu he mo e,
as a c ucial componen o cus ome p e e ences, hey mus be ho oughly awa e o ood quali y. Food
quali y is in luenced by se e al a iables, including la o , senso y quali ies, and o e all quali y (kuneka
e al., 2022; Medei os & salay, 2013; Vacla ik & ch is ian, 2013). indi iduals possessing ex ensi e expe i‑
ence in he culina y ield a e highly es eemed o hei dependabili y, and hei p o essional opinions and
insigh s impac cus ome choices, b and pe cep ion, and s anding (ikachoi & kenya a Uni e si y, 2023).
ik ok in luence s who p oduce ideos on ood ou ism in Pakis an disco e ed ha use s’ in en ion o
e u n is inc eased by a el in luence endo semen and memo able local ood expe iences (Da is e al.,
2023). acco ding o a s udy on sho ideo media a igue, conce ns abou in o ma ion edundancy, social
image, in o ma ion disclosu e, and con en alue a ia ion mo i a e use s’ nega i e in e ac ion beha io s
on ik ok (shouka e al., 2023). li e al. (2023) s udied ood, nu i ion, and weigh ‑ ela ed pos ings on
ik ok. hey disco e ed ha mos pos s p omo e a weigh ‑no ma i e concep ion o heal h and lack
au ho i a i e oices o e ing die a y ad ice. Da is e al. (2023) sugges ed ha popula ood‑ ela ed ma e‑
ial, such as ideos like ‘Wha i ea in a Day,’ may encou age diso de ed ea ing beha io s and he slim
ideal, which can ha m young indi iduals al eady a isk. Fu he mo e, many pos s on ik ok lack expe
pe spec i es and p omo e a weigh ‑no ma i e concep ion o heal h, aising ques ions abou he e aci y
o he pla o m’s nu i ion‑ ela ed ma e ial (shouka e al., 2023). as a esul , e en i ood ideos can
posi i ely impac use in e ac ion on ik ok, i is essen ial o p omo e esponsible con en c ea ion and
consump ion and be mind ul o any po en ial nega i e impac s. he ood e iewe ’s culina y expe ise is
signi ican . in addi ion o ensu ing he au hen ici y o he ideo con en , i also a ec s he a i udes and
beha io s o use s owa ds ood. he le el o p o iciency and knowledge ha ood e iewe s ha e in
a ious ood‑ ela ed opics, including cooking, nu i ion, cul u e, and his o y, is hei expe ise in he
ield. he ood e iewe ’s expe ise is examined in use in e ac ion and pu chase in en ion using he
ollowing hypo heses:
h4. he expe ise o he ood e iewe has a di ec posi i e impac on use in e ac ion h ough hei ideos
on ik ok.
h5. he expe ise o he ood e iewe has a di ec posi i e impac on pu chase in en ion owa ds he b and
appea ing in hei ideos on ik ok.
h6. he expe ise o he ood e iewe has an indi ec posi i e impac on pu chase in en ion owa ds he
b and appea ing in hei ideos on ik ok h ough use in e ac ion.
2.3.3. Video con en
Food e iewe s play a c ucial ole in shaping culina y expe iences h ough hei con en . hese e iews
encompass a ious ac o s, as highligh ed by Fan e al. (2022), Mudambi and schu (2010), and Zhang
6 V. M. sang e al.
and Zhang (2023), conside ing biases, accu acy, emo ional esonance, leng h, dep h, and comp ehen‑
sion. Viewe s conside di e se elemen s such as ood a ie y, se ice quali y, ambiance, p ice, menu
di e si y, and p esen a ion s yle, as andilolo and an eallo (2017) sugges ed when engaging wi h his
ideo con en . P ima ily, hese e iewe s p o ide insigh s in o ood quali y, as e, and dis inc i e cha ‑
ac e is ics, aiding consume s in making in o med decisions, in line wi h he sen imen s echoed by Yang
e al. (2017). as no ed (B iliana e al., 2020), online e alua ions a e g owing, mainly ood logs on pla ‑
o ms like ik ok, which signi ican ly impac s cus ome s’ pe cep ions o alue and b and ecogni ion.
chak abo y and Bha (2018) claim ha he exis ence o ood c i ic e alua ions signi ican ly inc eases
he e ec o ood quali y on he cus ome expe ience, which in u n aises he b and’s alue. he con‑
en c a ed by ood e iewe s on ik ok is a po en ca alys o ich and di e se cus ome in e ac ions,
wea ing a complex web ha in luences online engagemen and o line beha io . hese e iews, encom‑
passing senso y desc ip ions, emo ional au hen ici y, and isual s o y elling (hidalgo‑alcáza e al.,
2014), go beyond me e ac ual assessmen s. hey igni e empa hy and ela abili y, esona ing wi h iew‑
e s’ culina y expe iences and desi es (shi, 2023). his esonance uels a cascade o in e ac i e beha io s:
li ely commen s and discussions a ound he ea u ed ood and es au an , ib an eac ions and sha es,
and e en collabo a i e ecipe ec ea ions (Wibisono e al., 2021). Fu he mo e, e iewe s who excel a
wea ing compelling na a i es and showcasing unique p esen a ion s yles spa k a sense o wonde and
disco e y, d awing iewe s deepe in o he culina y jou ney (a as, 2023). his imme si e expe ience can
culmina e in decisi e o line ac ions, wi h iewe s locking o y he e iewed es ablishmen s, ueled by
he e iewe ’s us ed ecommenda ions and he desi e o eplica e he depic ed expe ience. howe e ,
he in e ac i e landscape has i s challenges. Biases, inaccu acies, and o e ly p omo ional con en can
e ode us and s i le engagemen (Moody e al., 2022). he e o e, unde s anding he in ica e ela ion‑
ship be ween e iewe con en , emo ional esonance, and in e ac i e beha io s on ik ok is c ucial o
esea che s and indus y s akeholde s seeking o le e age he pla o m’s po en ial o d i ing use in e ‑
ac ion, culina y explo a ion, and pu chase in en ion o he b and. he hypo heses buil o ideo con‑
en a e as ollows:
h7. he ideo con en o he ood e iewe has a di ec posi i e impac on use in e ac ion h ough hei
ideos on ik ok.
h8. he ideo con en o he ood e iewe has a di ec posi i e impac on use in e ac ion h ough hei
ideos on ik ok.
h9. he ideo con en o he ood e iewe has an indi ec posi i e impac on pu chase in en ion owa ds he
b and appea ing in hei ideos on ik ok h ough use in e ac ion.
2.3.4. Quali y ideo
Food logge s demons a e hei culina y expe ise and iewpoin s using a ious ideo echniques and
e ec s. c ea ing a ood mo ie’s isual and echnical aspec s include ligh ing, edi ing, came a angles,
isual e ec s, sound quali y, and ideo esolu ion. hese elemen s in luence how iewe s pe cei e hei
ilms o be compelling, clea , and engaging (lacsina, 2023). Because o his inc eased pa icipa ion, peo‑
ple a e mo e likely o emembe he b and and i s message, which aises b and ecogni ion and pe cep‑
ion. B ands may make hei cus ome s eel ce ain and c ea e un o ge able expe iences by employing
app op ia e music in hei ideos (ljungg en, 2023). Using isual s o y elling app oaches o es ablish
emo ional and deepe connec ions wi h hei a ge audience, ma ke e s may deli e hei messages
mo e success ully ia ideos wi h sha p images. acco ding o aylo (2023), his can assis companies in
building a solid b and p esence. Fu he mo e, a cus ome ’s pe cep ion o a p oduc will be mo e a o ‑
able he mo e amilia he b and’s p oduc is o hem in a p omo ional ilm, claim lu e al. (2014). in
addi ion o he use ulness and au hen ici y o he ideo con en , ideo quali y is an equally impo an
ac o because i will di ec ly c ea e he appeal o he ideo, came a angle, sound, oice, ligh , image
e ec s, and mo e. Food e iewe ilms on online pla o ms will signi ican ly in luence d awing iewe s,
boos ing use in e ac ion and sha ing ideos, ul ima ely enhancing he e icacy o he b and’s message.
acco dingly, he hypho heses p oposed as ollows:
cOgen BUsiness & ManageMen 7
h10. he ideo con en o he ood e iewe has a di ec posi i e impac on use in e ac ion h ough hei
ideos on ik ok.
h11. he ideo con en o he ood e iewe has a di ec posi i e impac on use in e ac ion h ough hei
ideos on ik ok.
h12. he ideo con en o he ood e iewe has an indi ec posi i e impac on pu chase in en ion owa ds
he b and appea ing in hei ideos on ik ok h ough use in e ac ion.
he co ela ion be ween componen s is sys ema ized by he esea ch model in Figu e 1.
3. Resea ch me hodology
3.1. Measu emen scales
he ideo con en (con) scale is de ined based on Mudambi and schu (2010), andilolo and an eallo
(2017),Fan e al. (2022),and Zhang and Zhang (2023), he ideo con en scale includes a iables: objec‑
i ely p esen aspec s o ood (con1), show ac ual and eliable in o ma ion abou he ood (con2), con‑
ey hei emo ions and eelings abou he ood e ec i ely (con3), ideo con en is concise and easy o
ollow (con4), he ideo con en co e s a ious aspec s o he ood in dep h (con5), and con en is
well‑w i en and eadable (con6). acco ding o luong and ho (2023), ozamu i e al. (2022), and ikachoi
and kenya a Uni e si y (2023), he expe ise (exp) componen is designed wi h i ems: deep unde s and‑
ing o cuisine (exp1); accu a e and ele an in o ma ion abou he nu i ional alue o he ood (exp2);
and deep unde s anding o he cul u al and his o ical backg ound o he ood (exp3). he ideo quali y
scale is de e mined based on he lacsina (2023), ljungg en (2023), and aylo (2023), wi h 6 i ems: high
esolu ion and quali y (QV1), clea and audible sound (QV2), good ligh ing and con as (QV3), smoo h
and p o essional edi ing (QV4), app op ia e came a angles and sho s (QV5), and c ea i e and appealing
isual e ec s (QV6). epu a ion o e iewe scale (chua & Bane jee, 2015; Wang & kuchmane , 2024), he
badge o a ood e iewe ( ep1), he numbe o ollowe s ( ep2), he numbe o iews ( ep3), commen s
( ep4), and likes ( ep5). he use in e ac ion scale is based on goswami e al. (2017), liu and sh um
(2002), Fahimah and Mun a ida (2023), and song and Zhao (2023), i is measu ed by he ollowing a i‑
ables: like (in 1), in e ac (in 2), sha e (in 3), and ollow he e iewe s (in 4). Finally, pu chase in en ion
scale (Mus ikasa i & Widaningsih, 2019; Wu e al., 2011): ha e he plan o conside using he se ice (Pi1),
become a cus ome o he b and (Pi2), and p e e o choose he b and ecommended by he e iewe
(Pi3). o answe he ques ions buil om he abo e measu emen scales, esponden s mus be he peo‑
ple who ha e expe ienced F&B se ices based on ha ing wa ched ideos o ik ok ood e iewe s.
3.2. Resea ch sample, da a collec ion
his s udy was conduc ed on use s wi h ik ok social ne wo k accoun s who use social ne wo ks e‑
quen ly; he main pu pose o using social ne wo ks is en e ainmen , in o ma ion sea ch and consump‑
ion. especially on he ik ok pla o m, he e is he pa icipa ion o a la ge numbe o in luence s, key
opinion leade s (kOl), e iewe s, e c., hese people a ac a la ge numbe o ollowe s and ha e an impac
Figu e 1. he concep ual amewo k.
14 V. M. sang e al.
in o ma ion abou he b and’s p oduc s and se ices o a ac mo e cus ome s, which impac s he
au hen ici y o he con en being communica ed. his can a ec he objec i i y o he in o ma ion ha
ood e iewe s con ey, i is impo an o consume s o be awa e o po en ial biases when consuming
online con en , be selec i e and make sma pu chasing decisions.
Use in e ac ion h ough ideos c ea ed by ood e iewe s published on social ne wo ks is one o he
c i ical c i e ia o e alua ing he success o a ilia e ma ke ing communica ion p og ams be ween busi‑
nesses and ood e iewe s. he e o e, businesses need o p ecisely quan i y he esul s ela ed o in e ‑
ac ion, numbe o iews, likes, commen s, sha es, and ollowe s o each ideo, linking b and
communica ion wi h ood e iewe s. cus ome s equen ly epu chase p oduc s om b ands, indica ing
ha he b and s ays ele an in hei minds and ha cus ome s consis en ly emembe hem. as a esul ,
in e ac ion wi h use s on social ne wo ks will signi ican ly impac b and awa eness, s eng hen he bond
be ween cus ome s and b ands, and, om he e, signi ican ly impac consump ion in en ion. ha b and
will ha e he oppo uni y o be chosen by cus ome s o u u e consump ion.
esea ch esul s p o ided a comp ehensi e da ase o s udying how ik ok ood e iewe s impac
b and equi y, engagemen , and pu chase in en ions among young Vie namese people. he esul s may
no be as applicable o o he egions, hough, due o he cul u al di e ences and unique media‑consuming
beha iou s o hese you h ul Vie namese consume s. coun y‑ o‑coun y a ia ions can be obse ed in
ik ok’s pene a ion a e and use engagemen le els. acco ding o ecen epo s, ik ok has o e 67.7
million use s in Vie nam (s a is a, 2024). in a su ey o Vie namese consume s conduc ed in he hi d
qua e o 2023, o e 81% o gen Z esponden s con i med using ik ok (s a is a, 2023), demons a ing
he pla o m’s high ele ance in his demog aphic in Vie nam. global gene alisa ion, howe e , migh be
mo e di icul because social media usage habi s and cul u al en i onmen s di e .
7. Conclusion
a ilia e ma ke ing is a o m used by many b ands in ecen imes. esul s om his s udy ha e con‑
i med ha a ma ke ing alliance wi h ood e iewe s in he ood and be e age indus y b ings posi i e
esul s o he b ands, such as inc easing use in e ac ion on he ik ok pla o m, he eby p omo ing
consump ion in en ion owa ds he b and. esea ch esul s ha e eco ded h ee aspec s o ood e iew‑
e s ha impac a ac ing use in e ac ion and consump ion in en ion: he popula i y o ood e iewe s,
ideo con en , and ideo quali y c ea ed by ood e iewe s. Meanwhile, he ood e iewe ’s expe ise
ac o has a negligible impac in a ac ing people’s in e ac ion on ik ok and consump ion in en ion
owa ds he b and. in addi ion, he s udy con i med he media ing impac o use in e ac ion on he
ela ionship be ween ood e iewe s ( epu a ion, ideo con en , and ideo quali y) and pu chase in en‑
ion. his exci ing esul u he con i ms he ole and impo ance o use in e ac ion on social ne wo ks;
i helps inc ease b and awa eness, b and in e ac ion, and cus ome engagemen and p omo es he con‑
sump ion in en ion o he b and om cus ome s.
he esea ch esul s also con ibu e o consolida ing and expanding heo ies ela ed o b and ma ‑
ke ing communica ions, ha is, a ilia e media ma ke ing wi h e iewe s and social ne wo k media
ma ke ing. a se o scales o componen s ela ed o ood e iewe s was also es ablished, including
he ood e iewe ’s epu a ion and con en and quali y o he ideos c ea ed by he ood e iewe . he
esea ch esul s ha e con i med he posi i e link be ween ood e iewe ‑use in e ac ion ‑ and pu ‑
chase in en ion in a ilia e ma ke ing p og ams on social ne wo ks. Based on he esea ch indings,
se e al ecommenda ions ha e been made o company b ands in he ood and be e age sec o . hese
include de eloping b and communica ion and ma ke ing collabo a ions wi h ood e iewe s. selec ing
a ood e iewe o a ilia e ma ke ing communica ion equi es ca e ul conside a ion o ac o s, includ‑
ing he e iewe ’s popula i y, he con en ’s dis inc i eness, and he calibe o he ideos hey p oduce.
One o he c i ical c i e ia o e alua ing he success o a ilia e ma ke ing p og ams wi h e iewe s is
use in e ac ion on social ne wo ks h ough ideos c ea ed by e iewe s. he e o e, b ands need o be
speci ic and quan i y he esul s ela ed o use in e ac ion on social ne wo ks, ha is, he numbe o
iews, likes, commen s, sha es, and ollowe s while nego ia ing wi h e iewe s in b and ma ke ing
communica ion coope a ion.
cOgen BUsiness & ManageMen 15
8. Limi a ions and u u e esea ch
Besides he e o o conduc esea ch using he abo e heo ies, his esea ch s ill has ce ain limi a ions.
howe e , u u e esea ch may add ess hese limi a ions. Fi s ly, he ela i ely small sample size (408
Vie namese pa icipan s) may limi he ep esen a i eness o he indings o he b oade popula ion. his
cons ain challenges he gene alizabili y o he esul s, pa icula ly gi en he ocus on Vie namese con‑
sume s amilia wi h he ik ok pla o m. Fu he mo e, including me chan s om o he coun ies would
en ich c oss‑cul u al compa isons, enhancing he s udy’s analy ical dep h. secondly, he s udy’s na ow
ocus on he ood and be e age (F&B) sec o may es ic he applicabili y o i s conclusions o b oade
indus ies. Fu u e s udies could b oaden hei scope o include sec o s such as ashion, elec onics, o
public se ices, he eby inc easing he ele ance and u ili y o he esea ch indings ac oss a ious
domains. Finally, he e a e nume ous unde lying ac o s ela ed o he ood e iewe ha could in luence
use in e ac ion and consume pu chase in en ions, which we e no included in he analysis o his s udy.
hese ac o s encompass he in luence o us wo hiness, e hics, sui abili y, a ac i eness, and mo e.
he e o e, in u u e esea ch, addi ional componen s should be added o he esea ch model o unde ‑
s and be e how hey can impac ood e iewe s on use in e ac ion and consume use in en ion.
conside ing hese limi a ions alongside he empi ical indings, u u e esea ch should sys ema ically
add ess hese conce ns. his app oach will no only e ine he p ac ical implica ions o ma ke e s wi hin
he F&B sec o bu also ex end insigh s in o di e se indus y con ex s. By doing so, subsequen s udies
can de elop a ge ed s a egies ailo ed o each espec i e ield.
Au ho s’ con ibu ions
concep ualiza ion, me hodology: Vo Minh sang, Bui Duy khuong, ly Yen nhi, luong gia han, hach Minh giau, and
nguyen hi uye ngoan. Fo mal analysis, in es iga ion w i ing: Vo Minh sang. e iew and edi ing: Vo Minh sang,
Bui Duy khuong, ly Yen nhi, luong gia han, hach Minh giau, and nguyen hi uye ngoan. all au ho s ha e ead
and ag eed o he published e sion o he manusc ip .
Disclosu e s a emen
he au ho s decla e no con lic o in e es .
Funding
his esea ch ecei ed no ex e nal unding.
Abou he au ho s
D . Vo Minh Sang holds a Ph.D. in economics and se es as a lec u e in he Depa men o Business adminis a ion
a FP Uni e si y, can ho campus. his eaching and esea ch p ima ily ocus on business, ma ke ing, digi al ma ke ‑
ing communica ion, b anding, cus ome expe ience, consume beha io , managemen , economics, and educa ional
managemen .
Bui Duy Khuong ea ned a Bachelo ’s deg ee in Business adminis a ion wi h a specializa ion in digi al ma ke ing
om FP Uni e si y. his esea ch in e es s include ma ke ing, digi al ma ke ing communica ion, business, and
managemen .
Ly Yen Nhi holds a Bachelo ’s deg ee in Business adminis a ion om FP Uni e si y, specializing in digi al ma ke ing.
he esea ch in e es s encompass ma ke ing, digi al ma ke ing communica ion, consume beha io , and business.
Luong Gia Han holds a bachelo ’s deg ee in Business adminis a ion wi h a specializa ion in Digi al Ma ke ing om
FP Uni e si y. he esea ch in e es s include digi al ma ke ing communica ion, consume beha io , b anding, as well
as business and managemen .
Thach Minh Giau g adua ed wi h a Bachelo ’s deg ee in Business adminis a ion, specializing in digi al ma ke ing,
om FP Uni e si y. his esea ch in e es s include ma ke ing, digi al ma ke ing communica ion, business, and
managemen .
16 V. M. sang e al.
Nguyen Thi Tuye Ngoan ob ained a Bachelo ’s deg ee in Business adminis a ion wi h a ocus on digi al ma ke ing
om FP Uni e si y. he esea ch in e es s a e in ma ke ing, digi al ma ke ing communica ion, consume beha io ,
and business.
ORCID
Vo Minh sang h p://o cid.o g/0000‑0001‑7184‑8285
Bui Duy khuong h p://o cid.o g/0009‑0006‑6151‑0997
ly Yen nhi h p://o cid.o g/0009‑0007‑1018‑7429
luong gia han h p://o cid.o g/0009‑0007‑7318‑3927
hach Minh giau h p://o cid.o g/0009‑0007‑8076‑819X
nguyen hi uye ngoan h p://o cid.o g/0009‑0007‑0713‑5302
Da a a ailabili y s a emen
he da a will be made a ailable on eques om he co esponding au ho .
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