Celebrity-based food marketing on Instagram: the case of z generation consumers in Northern Greece

Abstract

The research aims to investigate the power of social modelling in the context of social media (Instagram) on the attitudes towards food, the intention to consume and health perceptions of post Millennials (Z Generation), in Northern Greece. Google forms were used in order to prepare the questionnaires that were randomly distributed to young adults. The research is based on the self-reporting of the participant on their attitude towards the meal, their perception of healthiness as well as their likelihood of consumption. This research concludes that even a celebrity might not influence Generation Z through Instagram.