How Does Conformity Shape Influencer Marketing in the Food and Beverage Industry? A Case Study in Vietnam

This study investigates the role of conformity in shaping the purchasing decisions of young consumers within the food and beverage (F&B) sector. Additionally, we explore how conformity moderates the relationship between influencer credibility and purchase intention while examining the link between psychological ownership and purchase intention. Data was collected from 380 consumers between the age of 18 and 30 in Hanoi, Vietnam who regularly follow food reviews on prominent social media platforms. Structural equation modeling (SEM) were employed for data analysis. We find that: (1) influencer credibility, attitude toward advertising, attitude toward the product, and psychological ownership significantly impact the online purchase intentions of young consumers; (2) informative conformity strengthens the connection between psychological ownership and purchase intention. When consumers express a desire to purchase a product, exposure to positive influencer-driven information further solidifies their purchase intent; (3) psychological ownership and attitude toward advertising act as mediators, bridging the gap between influencer credibility and purchase intention. This study offers managerial insights to improve influencer marketing effectiveness for F&B brands targeting young consumers in Vietnam and Asia, highlighting the importance of conformity, psychological ownership, and attitude toward advertising.