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- Title
Exploring the impact of TV advertising and social media influencers in culinary marketing.
- Authors
Timothy, Chelsy Angelia; Shinta, Shinta; Fransiska, Fransiska; Angelita, Fifi
- Abstract
Purpose -- This quantitative research aims to analyze and determine the impact of TV advertising and social media influencer endorsements on buying interest in the culinary field. Method -- This research is quantitative in nature, focusing on individuals in Indonesia who utilize and watch digital TV. The research population includes those who meet the specified criteria. A total of 113 respondents participated, and primary data was collected through online questionnaires. The data analysis employed regression techniques. Result -- As a result of this study, both social media influencers and TV advertising have been found to positively and significantly influence buying interest. Novelty -- This research is pioneering in examination of digital TV advertising within the culinary field, and it extends its scope by investigating the widely used advertising medium of social media influencers.
- Subjects
INDONESIA; TELEVISION advertising; ADVERTISING endorsements; INFLUENCER marketing; ONLINE social networks; CONSUMER behavior; FOOD advertising; DIGITAL television
- Publication
Journal of Enterprise & Development (JED), 2024, Vol 6, Issue 1, p172
- ISSN
2715-3118
- Publication type
Article