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The Impact of Instagram Influencers:...

Greene, Parker Lynn.

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The Impact of Instagram Influencers: How Reels Impact Consumer Perceptions of Food Labeling Content.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Impact of Instagram Influencers: How Reels Impact Consumer Perceptions of Food Labeling Content./
Author:	Greene, Parker Lynn.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	107 p.
Notes:	Source: Masters Abstracts International, Volume: 85-08.
Contained By:	Masters Abstracts International85-08.
Subject:	Communication. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30810739
ISBN:	9798381688436

The Impact of Instagram Influencers: How Reels Impact Consumer Perceptions of Food Labeling Content.
Greene, Parker Lynn.

The Impact of Instagram Influencers: How Reels Impact Consumer Perceptions of Food Labeling Content. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 107 p.

Source: Masters Abstracts International, Volume: 85-08.

Thesis (M.A.)--New Mexico State University, 2023.

Food labels may contain additional terminology which may not be regulated by the United States Department of Agriculture (USDA) or the Food and Drug Administration (FDA). When making decisions in today's world, consumers often turn to social media and use a variety of media channels to find information before making a purchasing decision. With influencers in various food, personal, and agricultural content genres on social media, there are many opportunities for consumers to be exposed to agriculturally related content. Knowing social media could impact consumers' future decisions within the agriculture industry, researchers recommended that the agriculture industry develop research to further explore the impacts of social media. For this study, semistructured, video elicitation interviews were completed to collect data from a convenience sample that represents perspectives from Generation Z and Millennials. Generation Z and Millennials connect with social media influencers every day and previous researchers showed the significant effects social media influencers have on younger generation's attitudes and purchasing behavior. Using an inductive coding method, I analyzed the data gathered from transcripts with open coding and axial coding. Findings allowed researchers to describe how consumers view credibility towards influencer's using food labels and their potential influence on purchasing decisions. This study found that consumers are actively using social media and influencers as an information source, and perceived credibility depends on many factors, such as knowledge, presentation, and information sources. I also found that participants were more likely to be influenced when they shared similar beliefs, felt a connection to the influencer, and shared an understanding of accessibility. Recommendations for future research include a more in-depth study with both credible and noncredible videos about food labels to measure consumer's ability to decipher credibility. Educators and industry should ensure consumers are knowledgeable of food labels and their true implications in the agricultural industry. I also recommend that social media influencers consider how consumers perceive information and build connections that could potentially lead to influencing actions.

ISBN: 9798381688436Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Credibility

The Impact of Instagram Influencers: How Reels Impact Consumer Perceptions of Food Labeling Content.
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500 $a Advisor: Roberts-Hill, Lacey.
502 $a Thesis (M.A.)--New Mexico State University, 2023.
520 $a Food labels may contain additional terminology which may not be regulated by the United States Department of Agriculture (USDA) or the Food and Drug Administration (FDA). When making decisions in today's world, consumers often turn to social media and use a variety of media channels to find information before making a purchasing decision. With influencers in various food, personal, and agricultural content genres on social media, there are many opportunities for consumers to be exposed to agriculturally related content. Knowing social media could impact consumers' future decisions within the agriculture industry, researchers recommended that the agriculture industry develop research to further explore the impacts of social media. For this study, semistructured, video elicitation interviews were completed to collect data from a convenience sample that represents perspectives from Generation Z and Millennials. Generation Z and Millennials connect with social media influencers every day and previous researchers showed the significant effects social media influencers have on younger generation's attitudes and purchasing behavior. Using an inductive coding method, I analyzed the data gathered from transcripts with open coding and axial coding. Findings allowed researchers to describe how consumers view credibility towards influencer's using food labels and their potential influence on purchasing decisions. This study found that consumers are actively using social media and influencers as an information source, and perceived credibility depends on many factors, such as knowledge, presentation, and information sources. I also found that participants were more likely to be influenced when they shared similar beliefs, felt a connection to the influencer, and shared an understanding of accessibility. Recommendations for future research include a more in-depth study with both credible and noncredible videos about food labels to measure consumer's ability to decipher credibility. Educators and industry should ensure consumers are knowledgeable of food labels and their true implications in the agricultural industry. I also recommend that social media influencers consider how consumers perceive information and build connections that could potentially lead to influencing actions.
590 $a School code: 0143.
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