This study explores the impact of mukbang social media influencers (SMIs) on consumer purchasing behavior, focusing on the role of Source Credibility Theory (SCT) and Theory of Planned Behavior (TPB). This study highlights the rise of SMI marketing and the lack of research on factors influencing consumer behavior in the context of mukbang. The primary objective is to identify specific factors of SMIs that significantly affect consumer purchasing behavior. A quantitative research design was employed, using a sample of 371 undergraduate students from Mindanao State University - Iligan Institute of Technology. An online questionnaire was developed to evaluate variables related to SMI and consumer behavior. The questionnaire employed a 5-point Likert scale and was distributed online using Google Forms. Data collected was then analyzed using Linear Regression and Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that SCT constructs (trustworthiness, expertise, and attractiveness) do not significantly impact purchasing behavior. However, components of TPB (attitude, subjective norm, and perceived behavioral control) demonstrate varying significant effects on purchasing behavior. TPB shows a strong positive impact on purchasing behavior, suggesting it is a predictor of consumer behavior. This study provides valuable insights into the impact of mukbang SMIs on consumer purchasing behavior. The findings contribute to the existing literature on social media influencer marketing and offer practical implications for businesses looking to leverage SMIs effectively to drive consumer engagement and achieve profitable outcomes. 

• social media influencer

• mukbang

• consumer purchasing behavior

• SCT

• TPB