The role of food influencers on consumer attitudes and purchase intention towards local food and beverage brands in Myanmar amid foreign product scarcity

This qualitative study examines the role of food influencers in shaping consumer attitudes and purchase intentions toward local food and beverage (F&B) brands in Myanmar during a period of foreign product scarcity. Framed by influencer marketing strategy, framing theory, and the source credibility model, the research explores how influencers navigate authenticity, credibility, and identity while promoting domestic brands amid the “empty void” left by the scarcity of foreign products. Using purposive sampling, semi-structured in-depth interviews were conducted with five Myanmar-based food influencers active on Facebook and Tik Tok. Thematic analysis revealed that influencers strategically construct authenticity through personal brand alignment, transparency, and experiential content. Scarcity heightened audience expectations, positioning influencers as trusted guides and cultural mediators. Influencers also used local identity and national loyalty to make local products seem like good alternatives, often by comparing them to foreign brands that weren't there. Findings indicate that influencers play a critical role in reshaping consumer perceptions, mitigating uncertainty, and driving purchase intentions in crisis-affected markets. The study offers practical recommendations for local brands, influencers, and policymakers, emphasizing the importance of authentic collaboration, strategic framing, and cultural resonance. It also contributes theoretically by introducing the “empty void” concept and extending framing and credibility models to non-Western, scarcity-driven contexts.