Nguyen Thi My Nguyet; Bao Ngoc Le; Leenders, Mark A. A. M. - In: Journal of Trade Science 12 (2024) 2, pp. 117-133
attitudes toward food videos and vloggers. Additionally, it investigates the potential for product placement by studying the … effects of attitudes toward food videos and vloggers on consumers' behavioral intention regarding purchasing featured food … partial least square structural equation modeling (PLS-SEM). Findings The results show that food videos' entertainment and …