Modeling the impact of food influencers on consumers' food choices

Abstract

Social media functions as the primary digital platform through which ideas and consumer preferences and behaviors transform in today’s connected world. The UEA model serves as an innovative compartmental framework which explains how ideas spread from culinary influencers to the public and their effects on public opinion. The population in this model follows three behavioral states that include Unaware (U), Engaged (E), and Adopters (A), which are inspired by epidemiological models SIR and marketing diffusion theories Bass and Rogers. People who remain Unaware show no interest in or lack exposure to an influencer’s content but Engaged users show interest without commitment and Adopters actively endorse and spread the concept while becoming secondary influencers. The model demonstrates the dynamic nature of online platforms through its adoption reversibility feature alongside interest attrition and user turnover elements. We analyze state transitions and determine equilibrium behaviors while conducting stability and sensitivity tests through nonlinear differential equations. The simulation results demonstrate when an idea remains in the periphery or gains momentum or reaches viral dominance. We use the example of food influencers to demonstrate how mathematical modeling reveals the processes of opinion development and belief transformation and mass persuasion. The UEA model delivers theoretical knowledge together with practical applications for marketers and strategists and academics who want to understand and leverage digital influence dynamics.