Main Article Content
Abstract
Purpose – This study aims to examine how the motivation to watch mukbang influences attitudes towards watching content and para-social relationships, which ultimately result in the intention to watch content and purchase intention using the stimulus-organism-response (S-O-R) framework.
Design/methodology/approach – Using a quantitative approach, this study was conducted on 400 respondents of generation Z and millennials selected using the purposive sampling method. The data obtained were processed using structural equation modeling with SmartPLS 3.0 software.
Findings – The findings of this study indicate that visual appeal, auditory elements, and content variety can influence attitude toward mukbang content, while frequency of interaction, content relatability, and engagement level influence parasocial relationships. Furthermore, attitude toward mukbang content and parasocial relationships can lead to intention to watch mukbang, which also influences purchase intention.
Research limitations/implications – This study only used samples from generation Z and millennials in Indonesia, which may not be fully representative of the wider population. Future studies could explore different demographic groups or add other variables such as emotional motivation.
Practical implications – The results of this study provide insights for content creators and marketers to pay more attention to visual, auditory, and content variation elements in mukbang to increase audience engagement. Strengthening parasocial relationships can also be used as a marketing strategy to increase purchase intentions.
Originality/value – This study highlights the influence of viewing motivation on attitudes and parasocial relationships in the context of mukbang, which is still rarely explored in the literature. This study contributes to the understanding of digital consumer behavior, especially among generation Z and millennials.
Keywords
Article Details
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References
- Ajzen, I. (1991). The Theory of Planend Behavior. In Organizational Behaviour and Human Decision Processes (2nd ed., Vol. 50, Issue 1, pp. 179–211). Academic Prees, Inc. https://doi.org/10.47985/dcidj.475
- Amanah, D., & Harahap, D. A. (2020). Visual appael model for consumer online impulsive purchases in Indonesia. International Journal of Scientific & Technology Research, 9(6), 388–396. https://www.researchgate.net/profile/Dedy-Harahap-2/publication/342521747_Visual_Appeal_Model_for_Consumer_Online_Impulsive_Purchases_in_Indonesia/links/5ef99e67a6fdcc4ca43a247b/Visual-Appeal-Model-for-Consumer-Online-Impulsive-Purchases-in-Indonesia.pdf
- Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
- Chen, X. (2023). The Influence of Auditory Marketing on Consumers’ Purchase Intention Under e-Commerce Model. In S. Tehseen, M. N. N. Ahmad, & R. Afroz (Eds.), Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023) (pp. 34–41). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-246-0_5
- Choe, H. (2019). Eating together multimodally: Collaborative eating in mukbang, a Korean livestream of eating. Language in Society, 48(2), 171–208. https://doi.org/10.1017/S0047404518001355
- Donnar, G. (2017). ‘Food porn’ or intimate sociality: committed celebrity and cultural performances of overeating in meokbang. Celebrity Studies, 8(1), 122–127. https://doi.org/10.1080/19392397.2016.1272857
- F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
- Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102371
- Fimberg, K., & Sousa, S. (2020). The Impact of Website Design on Users’ Trust Perceptions. In E. Markopoulos, R. S. Goonetilleke, A. G. Ho, & Y. Luximon (Eds.), Advances in Creativity, Innovation, Entrepreneurship and Communication of Design: Proceedings of the AHFE 2020 Virtual Conferences on Creativity, Innovation and Entrepreneurship, and Human Factors in Communication of Design, July 16-20, 2020, USA (1st ed., Vol. 1218, pp. 267–274). Springer Cham. https://doi.org/10.1007/978-3-030-51626-0_34
- Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
- Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl Revisited: Exploring Viewers’ Experience of Parasocial Interaction. Journal of Communication, 61(6), 1104–1121. https://doi.org/10.1111/j.1460-2466.2011.01595.x
- Iqbal, A., Khan, N. A., Malik, A., & Faridi, M. R. (2022). E-WOM effect through social media and shopping websites on purchase intention of smartphones in India. Innovative Marketing, 18(2), 13–25. https://doi.org/10.21511/im.18(2).2022.02
- Itani, O. S., Krush, M. T., Agnihotri, R., & Trainor, K. J. (2020). Social media and customer relationship management technologies: Influencing buyer-seller information exchanges. Industrial Marketing Management, 90, 264–275. https://doi.org/10.1016/j.indmarman.2020.07.015
- Jiang, Y., Lee, H. T., & Li, W. (2024). The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions. Frontiers in Psychology, 15, 1383736. https://doi.org/10.3389/fpsyg.2024.1383736
- Kaczmarek-Gajewska, W., & McDonnell, M. (2021). EFFECT OF WEBSITE COLOUR SATURATION ON TRUSTWORTHINESS AND VISUAL APPEAL IMPRESSIONS. In K. Blashki (Ed.), International Conferences Interfaces and Human Computer Interaction 2021; and Game and Entertainment Technologies 2021 (pp. 69–76). International Association for Development of The Information Society (IADIS). https://doi.org/10.33965/ihci_get2021_202105l009
- Kang, E., Lee, J., Kim, K. H., & Yun, Y. H. (2020). The popularity of eating broadcast: Content analysis of “mukbang” YouTube videos, media coverage, and the health impact of “mukbang” on public. Health Informatics Journal, 26(3), 2237–2248. https://doi.org/10.1177/1460458220901360
- Kim, H. J. (2024). An exploratory content analysis of comments and thumbnails of YouTube mukbang videos using computational methods [The University of Texas at Austin]. https://repositories.lib.utexas.edu/items/02c07948-23c4-467d-b048-482b7195a260
- Kircaburun, K., Harris, A., Calado, F., & Griffiths, M. D. (2021). The Psychology of Mukbang Watching: A Scoping Review of the Academic and Non-academic Literature. International Journal of Mental Health and Addiction, 19(4), 1190–1213. https://doi.org/10.1007/s11469-019-00211-0
- Kircaburun, K., Stavropoulos, V., Harris, A., Calado, F., Emirtekin, E., & Griffiths, M. D. (2021). Development and Validation of the Mukbang Addiction Scale. International Journal of Mental Health and Addiction, 19(4), 1031–1044. https://doi.org/10.1007/s11469-019-00210-1
- Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351. https://doi.org/10.1016/j.jcps.2011.08.003
- Kumar, N., & Benbasat, I. (2002). Para-Social Presence and Communication Capabilities of a Web Site: A Theoretical Perspective. E-Service Journal, 1(3), 5–24. https://doi.org/10.2979/esj.2002.1.3.5
- Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711–727. https://doi.org/10.1007/s11747-010-0245-y
- Lacap, J. P. G., Cruz, M. R. M., Bayson, A. J., Molano, R., & Garcia, J. G. (2024). Parasocial relationships and social media interactions: building brand credibility and loyalty. Spanish Journal of Marketing - ESIC, 28(1), 77–97. https://doi.org/10.1108/SJME-09-2022-0190
- Lee, D., & Wan, C. (2023). The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior. Journal of Interactive Marketing, 58(2–3), 198–221. https://doi.org/10.1177/10949968231156104
- Lee, S. (2023). A Study on Visual Expression Elements and User Satisfaction in Video Streaming Services on the Web: Focusing on Video Thumbnails. Journal of Web Engineering, 22(1), 27–40. https://doi.org/10.13052/jwe1540-9589.2212
- Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. In An approach to environmental psychology. The MIT Press.
- Noor, J. (2017). Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah. Kencana.
- Penttinen, V., Ciuchita, R., & Čaić, M. (2022). YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews. Journal of Interactive Marketing, 57(4), 561–582. https://doi.org/10.1177/10949968221102825
- Pereira, B., Sung, B., & Lee, S. (2019). I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang. Australasian Marketing Journal, 27(2), 78–90. https://doi.org/10.1016/j.ausmj.2019.03.001
- Roslan, N. I., & Salim, S. A. (2022). The Role of Influencer Engagement towards Online Buying Intention. Research in Management of Technology and Business, 3(1), 129–147. https://penerbit.uthm.edu.my/periodicals/index.php/rmtb/article/view/7223
- Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi.org/10.1080/08838158709386664
- Schiffman, L., & Wisenblit, J. L. (2019). Consumer Behavior (12th ed.). Pearson.
- Shabahang, R., Kim, S., Chen, X., Aruguete, M. S., & Zsila, Á. (2024). Mukbang watching in Iran: a brief report validating the Persian version of the mukbang addiction scale and its relationship with disordered eating decisions and habits. Current Psychology, 43(37), 29296–29301. https://doi.org/10.1007/s12144-024-06440-4
- Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783–789. https://doi.org/10.1108/00251740610673332
- Song, H. G. (2023). Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM. Sustainability, 15(5), 4013. https://doi.org/10.3390/su15054013
- Song, H. G., Kim, Y.-S., & Hwang, E. (2023). How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study †. Behavioral Sciences, 13(3), 214. https://doi.org/10.3390/bs13030214
- Strand, M., & Gustafsson, S. A. (2020). Mukbang and Disordered Eating: A Netnographic Analysis of Online Eating Broadcasts. Culture, Medicine, and Psychiatry, 44(4), 586–609. https://doi.org/10.1007/s11013-020-09674-6
- Tsekouropoulos, G. (2019). Viral advertising: message quality, trust and consumers intention to share the content in social media. International Journal of Technology Marketing (IJTMKT), 13(2), 111–124. https://doi.org/10.1504/IJTMKT.2019.102244
- Tsfati, Y., Cohen, J., Dvir-Gvirsman, S., Tsuriel, K., Waismel-Manor, I., & Holbert, R. L. (2021). Political Para-Social Relationship as a Predictor of Voting Preferences in the Israeli 2019 Elections. Communication Research, 49(8), 1118–1147. https://doi.org/10.1177/00936502211032822
- Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, 31(1), 106–123. https://doi.org/10.1177/1069031X221129554
- Yang, M., & Babenskaite, G. (2019). Mukbang Influencers: Online eating becomes a new marketing strategy ---- A case study of small sized firms in China’s food industry [Uppsala University]. In Diva Portal. https://www.diva-portal.org/smash/get/diva2:1332196/FULLTEXT01.pdf
- Yousefi, N., Cakmak, M. C., & Agarwal, N. (2024). Examining Multimodal Emotion Assessment and Resonance with Audience on YouTube. ICMIP ’24: Proceedings of the 2024 9th International Conference on Multimedia and Image Processing, 85–93. https://doi.org/10.1145/3665026.3665039
- Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 20(2), 133–147. https://doi.org/10.1080/15252019.2020.1769514
- Zhang, R., Chen, X., Wang, W., & Shafi, M. (2023). The effects of firm-generated content on different social media platforms on viral marketing. Journal of Consumer Marketing, 40(6), 651–662. https://doi.org/10.1108/JCM-04-2020-3772
- Zhang, W., & Wang, Y. (2024). “The lure of food”, exploring the role of “mukbang” on visit intention: an empirical study based on SEMs and artificial neural network (ANN). Current Psychology, 43(7), 6225–6242. https://doi.org/10.1007/s12144-023-04791-y
References
Ajzen, I. (1991). The Theory of Planend Behavior. In Organizational Behaviour and Human Decision Processes (2nd ed., Vol. 50, Issue 1, pp. 179–211). Academic Prees, Inc. https://doi.org/10.47985/dcidj.475
Amanah, D., & Harahap, D. A. (2020). Visual appael model for consumer online impulsive purchases in Indonesia. International Journal of Scientific & Technology Research, 9(6), 388–396. https://www.researchgate.net/profile/Dedy-Harahap-2/publication/342521747_Visual_Appeal_Model_for_Consumer_Online_Impulsive_Purchases_in_Indonesia/links/5ef99e67a6fdcc4ca43a247b/Visual-Appeal-Model-for-Consumer-Online-Impulsive-Purchases-in-Indonesia.pdf
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Chen, X. (2023). The Influence of Auditory Marketing on Consumers’ Purchase Intention Under e-Commerce Model. In S. Tehseen, M. N. N. Ahmad, & R. Afroz (Eds.), Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023) (pp. 34–41). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-246-0_5
Choe, H. (2019). Eating together multimodally: Collaborative eating in mukbang, a Korean livestream of eating. Language in Society, 48(2), 171–208. https://doi.org/10.1017/S0047404518001355
Donnar, G. (2017). ‘Food porn’ or intimate sociality: committed celebrity and cultural performances of overeating in meokbang. Celebrity Studies, 8(1), 122–127. https://doi.org/10.1080/19392397.2016.1272857
F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102371
Fimberg, K., & Sousa, S. (2020). The Impact of Website Design on Users’ Trust Perceptions. In E. Markopoulos, R. S. Goonetilleke, A. G. Ho, & Y. Luximon (Eds.), Advances in Creativity, Innovation, Entrepreneurship and Communication of Design: Proceedings of the AHFE 2020 Virtual Conferences on Creativity, Innovation and Entrepreneurship, and Human Factors in Communication of Design, July 16-20, 2020, USA (1st ed., Vol. 1218, pp. 267–274). Springer Cham. https://doi.org/10.1007/978-3-030-51626-0_34
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl Revisited: Exploring Viewers’ Experience of Parasocial Interaction. Journal of Communication, 61(6), 1104–1121. https://doi.org/10.1111/j.1460-2466.2011.01595.x
Iqbal, A., Khan, N. A., Malik, A., & Faridi, M. R. (2022). E-WOM effect through social media and shopping websites on purchase intention of smartphones in India. Innovative Marketing, 18(2), 13–25. https://doi.org/10.21511/im.18(2).2022.02
Itani, O. S., Krush, M. T., Agnihotri, R., & Trainor, K. J. (2020). Social media and customer relationship management technologies: Influencing buyer-seller information exchanges. Industrial Marketing Management, 90, 264–275. https://doi.org/10.1016/j.indmarman.2020.07.015
Jiang, Y., Lee, H. T., & Li, W. (2024). The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions. Frontiers in Psychology, 15, 1383736. https://doi.org/10.3389/fpsyg.2024.1383736
Kaczmarek-Gajewska, W., & McDonnell, M. (2021). EFFECT OF WEBSITE COLOUR SATURATION ON TRUSTWORTHINESS AND VISUAL APPEAL IMPRESSIONS. In K. Blashki (Ed.), International Conferences Interfaces and Human Computer Interaction 2021; and Game and Entertainment Technologies 2021 (pp. 69–76). International Association for Development of The Information Society (IADIS). https://doi.org/10.33965/ihci_get2021_202105l009
Kang, E., Lee, J., Kim, K. H., & Yun, Y. H. (2020). The popularity of eating broadcast: Content analysis of “mukbang” YouTube videos, media coverage, and the health impact of “mukbang” on public. Health Informatics Journal, 26(3), 2237–2248. https://doi.org/10.1177/1460458220901360
Kim, H. J. (2024). An exploratory content analysis of comments and thumbnails of YouTube mukbang videos using computational methods [The University of Texas at Austin]. https://repositories.lib.utexas.edu/items/02c07948-23c4-467d-b048-482b7195a260
Kircaburun, K., Harris, A., Calado, F., & Griffiths, M. D. (2021). The Psychology of Mukbang Watching: A Scoping Review of the Academic and Non-academic Literature. International Journal of Mental Health and Addiction, 19(4), 1190–1213. https://doi.org/10.1007/s11469-019-00211-0
Kircaburun, K., Stavropoulos, V., Harris, A., Calado, F., Emirtekin, E., & Griffiths, M. D. (2021). Development and Validation of the Mukbang Addiction Scale. International Journal of Mental Health and Addiction, 19(4), 1031–1044. https://doi.org/10.1007/s11469-019-00210-1
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351. https://doi.org/10.1016/j.jcps.2011.08.003
Kumar, N., & Benbasat, I. (2002). Para-Social Presence and Communication Capabilities of a Web Site: A Theoretical Perspective. E-Service Journal, 1(3), 5–24. https://doi.org/10.2979/esj.2002.1.3.5
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711–727. https://doi.org/10.1007/s11747-010-0245-y
Lacap, J. P. G., Cruz, M. R. M., Bayson, A. J., Molano, R., & Garcia, J. G. (2024). Parasocial relationships and social media interactions: building brand credibility and loyalty. Spanish Journal of Marketing - ESIC, 28(1), 77–97. https://doi.org/10.1108/SJME-09-2022-0190
Lee, D., & Wan, C. (2023). The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior. Journal of Interactive Marketing, 58(2–3), 198–221. https://doi.org/10.1177/10949968231156104
Lee, S. (2023). A Study on Visual Expression Elements and User Satisfaction in Video Streaming Services on the Web: Focusing on Video Thumbnails. Journal of Web Engineering, 22(1), 27–40. https://doi.org/10.13052/jwe1540-9589.2212
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. In An approach to environmental psychology. The MIT Press.
Noor, J. (2017). Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah. Kencana.
Penttinen, V., Ciuchita, R., & Čaić, M. (2022). YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews. Journal of Interactive Marketing, 57(4), 561–582. https://doi.org/10.1177/10949968221102825
Pereira, B., Sung, B., & Lee, S. (2019). I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang. Australasian Marketing Journal, 27(2), 78–90. https://doi.org/10.1016/j.ausmj.2019.03.001
Roslan, N. I., & Salim, S. A. (2022). The Role of Influencer Engagement towards Online Buying Intention. Research in Management of Technology and Business, 3(1), 129–147. https://penerbit.uthm.edu.my/periodicals/index.php/rmtb/article/view/7223
Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi.org/10.1080/08838158709386664
Schiffman, L., & Wisenblit, J. L. (2019). Consumer Behavior (12th ed.). Pearson.
Shabahang, R., Kim, S., Chen, X., Aruguete, M. S., & Zsila, Á. (2024). Mukbang watching in Iran: a brief report validating the Persian version of the mukbang addiction scale and its relationship with disordered eating decisions and habits. Current Psychology, 43(37), 29296–29301. https://doi.org/10.1007/s12144-024-06440-4
Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783–789. https://doi.org/10.1108/00251740610673332
Song, H. G. (2023). Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM. Sustainability, 15(5), 4013. https://doi.org/10.3390/su15054013
Song, H. G., Kim, Y.-S., & Hwang, E. (2023). How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study †. Behavioral Sciences, 13(3), 214. https://doi.org/10.3390/bs13030214
Strand, M., & Gustafsson, S. A. (2020). Mukbang and Disordered Eating: A Netnographic Analysis of Online Eating Broadcasts. Culture, Medicine, and Psychiatry, 44(4), 586–609. https://doi.org/10.1007/s11013-020-09674-6
Tsekouropoulos, G. (2019). Viral advertising: message quality, trust and consumers intention to share the content in social media. International Journal of Technology Marketing (IJTMKT), 13(2), 111–124. https://doi.org/10.1504/IJTMKT.2019.102244
Tsfati, Y., Cohen, J., Dvir-Gvirsman, S., Tsuriel, K., Waismel-Manor, I., & Holbert, R. L. (2021). Political Para-Social Relationship as a Predictor of Voting Preferences in the Israeli 2019 Elections. Communication Research, 49(8), 1118–1147. https://doi.org/10.1177/00936502211032822
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, 31(1), 106–123. https://doi.org/10.1177/1069031X221129554
Yang, M., & Babenskaite, G. (2019). Mukbang Influencers: Online eating becomes a new marketing strategy ---- A case study of small sized firms in China’s food industry [Uppsala University]. In Diva Portal. https://www.diva-portal.org/smash/get/diva2:1332196/FULLTEXT01.pdf
Yousefi, N., Cakmak, M. C., & Agarwal, N. (2024). Examining Multimodal Emotion Assessment and Resonance with Audience on YouTube. ICMIP ’24: Proceedings of the 2024 9th International Conference on Multimedia and Image Processing, 85–93. https://doi.org/10.1145/3665026.3665039
Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 20(2), 133–147. https://doi.org/10.1080/15252019.2020.1769514
Zhang, R., Chen, X., Wang, W., & Shafi, M. (2023). The effects of firm-generated content on different social media platforms on viral marketing. Journal of Consumer Marketing, 40(6), 651–662. https://doi.org/10.1108/JCM-04-2020-3772
Zhang, W., & Wang, Y. (2024). “The lure of food”, exploring the role of “mukbang” on visit intention: an empirical study based on SEMs and artificial neural network (ANN). Current Psychology, 43(7), 6225–6242. https://doi.org/10.1007/s12144-023-04791-y