The Role of the Gratifications of Nutrition Instagrammers’ Generated Content in Developing Actual Buying Behavior for Functional Foods in Egypt

This study examines how the entertainment, informativeness, and socializing gratifications from Nutrition Instagrammers' content influence consumer attitudes and buying behaviors toward functional foods in Egypt. It highlights that informative content significantly impacts consumer purchasing intentions, directly influencing their buying behavior. The study also explores gender differences in how these gratifications affect buying behavior, finding that these impacts are stronger in males. The research underscores the potential of influencer marketing in promoting functional foods through tailored content that meets specific consumer needs.

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