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The impact of influencers on the dining location choice intention of Generation Y and Z

Published: July 17, 2025
doi:10.62831/202516016

Abstract

This study explores the impact of social media influencers on the dining location choice intentions of Generation Y and Z consumers in Ho Chi Minh City. Grounded in the Source Credibility Theory, the Information Adoption Model, and the Uses and Gratifications Theory, the research examines five key influencer attributes: trustworthiness, expertise, attractiveness, information quality, and entertainment value. Data were collected through an online survey of 342 respondents aged 18 to 41. Regression analysis indicates that all five factors significantly and positively influence consumers’ intentions to choose dining locations. The findings contribute to a more nuanced understanding of influencer marketing within the food and beverage (F&B) industry and provide practical implications for businesses seeking to optimize influencer-driven communication strategies

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Section Kinh doanh
Issue Industry and Trade Magazine - Scientific research results and technology applications, Issue 16, 2025

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