Drs. Youssef Chetioui and Hind Lebdaoui, full-time professors at the Al Akhawayn University (AUI) School of Business Administration (SBA), and MBA student Anas Fathani published an article titled "Organic food and Instagram health and wellbeing influencers: an emerging country's perspective with gender as a moderator” in the British Food Journal (Scopus; Q2; ABDC B-ranked).
Instagram health and wellbeing influencers (HWIs) have been increasingly considered as important sources of information and advice for their followers. This study aims to investigate the key antecedents of followers' attitude towards HWIs as well as their influence on their followers' intent to purchase organic products. The moderating effect of gender is also taken into account. Based on data collected from 251 Instagram HWIs followers, the authors empirically tested the conceptual model using structural equation modeling. First, the authors demonstrate that attitude towards HWIs positively impacts followers' attitude towards the promoted brands as well as their intention to purchase organic food brands. Second, followers' attitude towards HWIs is mainly influenced by perceived congruence, influencer credibility, and physical attractiveness. Finally, gender acts as a moderator, e.g. attitude towards HWIs is more likely to be influenced by perceived congruence and physical attractiveness among female followers. The study findings allow organic brands' managers to understand the key antecedents of followers' attitudes toward HWIs, and therefore, better select talented influencers who are able to create purchase intentions among both existing and potential customers.