The Different Perception and Reaction of Customers Toward Traditional Marketing and Influencer Marketing in Food

摘要

This research paper is aimed at investigating the consumer preference for traditional marketing and influencer marketing in food industry.To accomplish this,the researchers set two questionnaire surveys to collect data.These two questionnaires investigated consumers’different attitudes and reaction toward two rose-cake brands(Holiland and LI ZI QI),by showing them the two different types of advertisements:one for traditional marketing and the other for influencer marketing.After a detailed analysis of the data collected,it was discovered that both influencer marketing and traditional marketing have the capability to deliver the persuasive product information and make consumers desirable to purchase the products;however,consumers tend to pay more creditably and trust to LI ZI QI’s brand,which is the brand using influencer marketing,and are willing to spend more money on it.