INFLUENCER TRUSTWORTHINESS AND DIGITAL FOODSCAPES UNDER THE ELABORATION LIKELIHOOD MODEL WITH ATTITUDE MEDIATING RESTAURANT CHOICE
DOI:
https://doi.org/10.35631/IJMTSS.935006Keywords:
Attitude Towards Influencers, Attractiveness Of Food Marketing, Elaboration Likelihood Model, Influencer Trustworthiness & Restaurant SelectionAbstract
Today's digital foodscapes rely on visually appealing marketing to grab consumers' attention quickly, often through peripheral processing. However, turning that first spark of interest into a real intention to visit a restaurant usually depends on whether people trust the source of the message. To address this gap, this study draws on the Elaboration Likelihood Model (ELM) to examine how influencer trustworthiness and the attractiveness of food marketing shape restaurant choice intentions in Malaysia. Data were collected through a cross-sectional survey of 129 social media users and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The measurement model showed satisfactory reliability and validity. Structural path analysis indicated significant positive direct effects of influencer trustworthiness (β = 0.171, p = 0.022) and food marketing attractiveness (β = 0.262, p = 0.009) on restaurant selection intention. In addition, the attitude toward influencers partially mediates both relationships, presenting significant indirect effects for influencer trustworthiness (β = 0.194) and food marketing attractiveness (β = 0.210), collectively accounting for 46.5% of the variance in attitude formation and 58.7% of the variance in restaurant selection intention. Visual attractiveness and source credibility jointly influence restaurant selection intention, practically, restaurant marketers and influencers should balance attention-grabbing sensory visuals with transparent and honest reviews. The evidence implies that the influencer trustworthiness and food marketing attractiveness have a crucial role in determining restaurant selection intentions, both directly and through perceptions of influencers. The research emphasises the necessity of merging source trustworthiness with visually attractive food marketing strategies in influencer-led restaurant promotion.
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