This article investigates the influence of digital influencers on healthy food purchase intention within the context of Instagram. The research model is guided by the theory of source credibility and the elaboration likelihood model. A quantitative approach was employed, and data were collected through an online survey from Instagram users in Portugal (n = 221). A set of ten hypotheses was tested using structural equation modeling (SPSS-AMOS). The findings corroborated that purchase intention of healthy foods is positively influenced by digital influencer perceived credibility, involvement with healthy foods, and attitude toward advertising on Instagram. The findings also confirmed that involvement with healthy foods and with Instagram affect advertising avoidance behavior, and that these three constructs affect attitude toward advertising on Instagram. However, the expected relationship between attitude toward advertising and digital influencer credibility was not confirmed. The study contributes to the literature on influencer marketing, specifically in the context of healthy food, and it provides valuable insights for social media marketers and brand managers interested in adopting influencer marketing to leverage their communication effectiveness.

Purpose: This paper aims to investigate the personal values predominating in different academic areas to identify relations that may be of interest to university managers. Exploratory in nature, it seeks to understand how human values can be used to enhance the academic courses according to the profile of each group.Design/methodology/approach: The sample consisted of 1,609 students attending a large Brazilian university, whose values are measured using the Rokeach values survey. The data are firstly submitted to exploratory factor analysis to identify a set of factors later used to construct perceptual maps. Finally, the careers are grouped and typified according to the predominant values in each one.Findings: Results suggest that students of some careers are more prone to be classified through their values than others, but in general terms each professional group shows some particularity. Most careers can be typified by the values students consider more important for them or by the values they depreciate, or by both. In some cases the combination of high evaluation in some dimensions with poor evaluation in others offered greater insight.Research limitations/implications: The necessity to find a common structure of values applicable to a wide set of careers determined the exclusion of some values from the original scale that, while important for some professions, did not fit others. The lack of uniformity across careers determined the low variance explained by the common structure.Originality/value: The paper offers interesting insights for university managers, especially those involved in the conception, positioning or repositioning of academic courses.

This article examines the impact of digital influencers´ recommendations, especially Instagrammers, on the purchase intention of healthy food. In addition to the direct influence of source credibility on behavioral intention, the study also examines the influence of self-brand congruence and consumers’ involvement with healthy food on purchase intention. To test research hypotheses, a quantitative study was conducted with 221 Portuguese consumers. High and low involvement with healthy food groups were classified by K-Means Clustering, and the analysis of the structure and the measurement models was performed by using Smart-PLS software. The results confirmed that Instagrammers’ credibility drives self-brand congruence and purchase intention for healthy food. It was also confirmed that the involvement with healthy food moderates the influence of self-brand congruity and Instagrammers’ credibility on consumers’ intention to purchase healthy food, and that brand self-congruence partially mediates the influence of Instagrammers’ credibility on purchase intention. Overall, this work offers relevant insights for both marketing managers and researchers, as it demonstrates the importance of considering the indirect effects of source credibility on purchase intention of healthy food and of comparing consumers with high and low product involvement to effectively evaluate the impact of digital influencers’ in healthy food endorsement.