Foodie influencers: exploring the role of digital influence on consumers' visit intentions to food and beverage establishments in Tijuana, Mexico

Purpose This study examines the role of foodie influencers in shaping consumers' visit intention to food and beverage (F&B) establishments in Tijuana, Mexico. Design/methodology/approach Drawing on the Stimulus–Organism–Response (SOR) framework, three constructs were included: Perceived Credibility and Information Quality as stimuli, while Consumer Attitude served as the organism, which in turn affects consumers' visit intention as the response. An online survey administered to 389 Tijuana residents who follow foodie influencers. Findings Results confirm that Consumer Attitude, Perceived Credibility and Information Quality positively influence consumers' visit intention to F&B establishments. Among these, Consumer Attitude emerged as the most influential predictor, followed by Information Quality and Perceived Credibility. Originality/value This research extends the application of the SOR framework to the social media and gastronomy sector, an understudied setting in influencer marketing literature. By conceptualising foodie influencers as hybrid actors who act as cultural mediators, consumers and marketing agents, the study contributes to theory on digital influence and offers empirical evidence of their effectiveness in shaping consumers' visit intention. These insights provide valuable guidance for F&B marketers seeking to enhance consumer engagement through credible and informative digital content.