The impacts of food vlog attributes on para-social interaction and customers’ response behaviours / Nurul Iman Abd Razak and Muhammad Izzat Zulkifly.

Abd Razak, Nurul Iman and Zulkifly, Muhammad Izzat (2020) The impacts of food vlog attributes on para-social interaction and customers’ response behaviours / Nurul Iman Abd Razak and Muhammad Izzat Zulkifly. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 12 (1). pp. 1-11. ISSN 1985-8914

Official URL: http://www.jthca.org

Abstract

In the era of globalization that we live in today, technology is not a new thing in our daily life. Foodservice industry today relies on many kinds of technologies for different functions such as ordering, producing, delivering, and even presenting the menu. Foodservice industry grabs this opportunity to evolve especially in the marketing aspects since it is very important to gain customers worldwide and expand the businesses in this new era of modernization. E-commerce is recognized as one of the initiatives to reach customers and gain better information. Online reviews such as food vlogs are parts of e-commerce which are believed to be the current trend among customers. This conceptual paper seeks to understand the food vlog’s attributes that lead to para-social interaction and its impacts on customers’ recommendation adoption. This area of study is rarely discovered in Malaysia thus it will provide a new knowledge specifically the para-social interaction in relation to the foodservice industry. It will also help the vlogger communities to identify the most influential attributes that keep people watching and believing in their contents and consequently visit the restaurants or consume the food the vloggers' review.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Abd Razak, Nurul ImanUNSPECIFIED
Zulkifly, Muhammad Izzatizzatzulkifly@gmail.com
Subjects: H Social Sciences > HM Sociology
H Social Sciences > HM Sociology > Social psychology
H Social Sciences > HM Sociology > Social psychology > Interpersonal relations. Social behavior
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
Journal: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts
ISSN: 1985-8914
Volume: 12
Number: 1
Page Range: pp. 1-11
Official URL: http://www.jthca.org
Item ID: 29178
Uncontrolled Keywords: E-commerce, vlog, attitude homophily, para-social interaction, recommendation adoption
URI: http://ir.uitm.edu.my/id/eprint/29178

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