Social media influencers have become a powerful force in shaping how consumers discover, evaluate, and purchase food and beverage products. As traditional advertising costs rise and consumer trust shifts toward peer-driven recommendations, brands increasingly rely on influencers to communicate authenticity, lifestyle alignment, and brand values across digital platforms. In the highly competitive F&B industry, influencer strategy is no longer experimental. It is central to modern marketing practice.
This accepted scholarly research presentation examines how social media influencer activity affects consumer behavior in the food and beverage sector. Using a comprehensive inductive thematic analysis of existing literature, the study moves beyond individual campaigns to identify consistent patterns that explain why certain influencer strategies succeed while others fail.
Drawing on an analysis of 210 peer-reviewed articles, the research identifies four core themes that shape effective influencer marketing in the F&B industry. These include authenticity and credibility, brand endorsement strategies, brand exposure through food blogs and social networking sites, and effective digital marketing practices driven by engaging visual and communication strategies. Together, these themes reveal how trust, transparency, and relevance influence purchasing decisions in both domestic and international markets.
The presentation also explores emerging considerations such as advertising disclosure, the role of lifestyle and youth influencers, and the growing intersection between influencer marketing and food tourism. Rather than treating influencers as a monolithic channel, the study highlights how different forms of influencer engagement shape consumer trust, loyalty, and long-term brand relationships.
Designed for scholars, marketers, and digital strategy professionals, this session contributes actionable insight into how influencer marketing can be deployed responsibly and effectively in the F&B industry. Attendees will gain a clearer understanding of how credibility, engagement, and communication quality translate into measurable consumer impact.
Authors and Affiliations
Jared Cook, Doane University
Jack Cook, SUNY Brockport
This presentation will be delivered virtually at the SAM International Business Conference and will invite participants to engage with current research on influencer strategy, digital commerce, and consumer behavior in food and beverage markets. For more information visit www.samnational.org/conference