The Influence of Food Bloggers’ Ewom Credibility on Promoting Authentic Saudi Cuisine, a Cross-Sectional Web-Based Survey

Abstract

The study aims to investigate the influence of food bloggers’ eWOM credibility on promoting authentic Saudi cuisine. After investigating the previous similar studies, Stimulus–Organism–Response (SOR) Model and Electronic Word of Mouth (eWOM) theory were adopted to explain the relationships between study’s variables. A sample of 385 Saudi participants was used to response a self-administrated questionnaire which was distributed through different social media platforms. After that, Smart-PLS software was used to analuze these responses. The study’s findings show that the credibility of food bloggers’ electronic word of mouth positively influence authentic food taste awareness and consumer attitude towards authentic cuisine. The results also showed that authentic food taste awareness positively mediates the relationship between credibility of food bloggers’ electronic word of mouth and consumer attitude towards authentic cuisine.